Google’s new mobile technology is brand new and blindingly fast. It is accelerating mobile sites across the web, and entering the scene at an accelerated pace. The library was released in 2015 and already accounts for 7% of all web traffic by top publishers in the US (Source). It’s called Accelerated Mobile Pages (AMP), and if you have any kind of website, especially a business website, you should take advantage of this tremendous speed boost released by Google, because increasing numbers of people will be viewing your site on their phones.

We will explain what AMP is in a moment, but first….

The problem with slow loading sites.‍.‍.‍‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍.‍especially mobile sites

People just close the website….

When browsing the web on the desktop, many people hit the back button and click on an alternative site that will hopefully load faster…. However, there is the possibility that they will just leave that tab to load in the background while they do something else on the computer.

But, on mobile, people are far more inclined to just give up on your site and close it. Multitasking on mobiles is far less easy. You have people whose phones are too laggy, people who find it too fiddly to multitask on a small screen and—potentially the largest category—people who are not confident enough using their smartphone to do so. That’s why you see stats like these:

Google research reports that 53% mobile users abandon page that doesn’t load within 3 seconds

Does your mobile site take 3 seconds to load? How about on a 4G network, or a 3G network, on the train on the way to work when many people browse their phones. How about on a different browser on a different phone? There is no way to be sure every time, which is the clincher. But, you can dramatically reduce the number of people abandoning your site by using AMP to accelerate your page load times across the board.

What is AMP and how much does it increase mobile page load times

AMP is a web library made by Google. A web library is a collection of pre-made code with a functionality that you can load into your site by linking to it in the code of your webpage (your HTML code). It’s like, if you wanted your site to have a fancy drop-down menu, but didn’t want to code the entire thing yourself from the ground up, you could import a web library that contains the menu pre-made. AMP is like that, but it does far more for your site than a flashy menu.

How much can AMP accelerate page load times?

Here are some stats to illustrate just how well AMP works:

Google research shows that AMP pages load on average in less than 1 second.

Furthermore, AMP sites use 10 times less internet data

And, CNBC reports that AMP sites load 3.9 times faster than sites without APT.

How does AMP manage to achieve these kinds of performance gains?

Web developers have written volumes of blog posts and books on how to write HTML and JavaScript to optimise page load times. AMP is a library that implements a lot of this automatically. Some of its most significant optimisations are, in simple terms:

  • All the JavaScript codes of the website are executed at the same time, not one-by-one
  • The layout is calculated, then loads at once (in a flash). There isn’t that slow, resource-intensive method of arranging elements on top of each other as they load
  • All styling is within the code of the webpage itself, so the page doesn’t have to wait for it to load separately

Also: Google gives some special privileges to AMP websites in its search results

Google describes how it actually gives AMP mobile pages some special advantages in its mobile search results. It features AMP pages in special ‘carousels’ (card-like containers) within its search results. These carousels often contain an image from your site or content such as a video, text passage, business details or even restaurant menu. Plus, it will have the AMP logo on it, to assure mobile users that it is a fast site.

How can I get AMP on my mobile site?

AMP is an advanced web library that involves a little more than linking to in the HTML of your website. It involves adding specific AMP tags within your HTML to optimise the loading of those HTML elements. An ‘AMP site’ as recognised by Google, has to comply with its fairly strict standards of load-time optimisation, so the best way to make your mobile site an AMP site is to contact us at dLook on 2 9290 2821 or [email protected]

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