8/04/2016

Google Search gets modified by AMP

Accelerated Mobile Pages (AMP) are all the craze now! Search for any trending topics in Google, you can find the news carousel marked with little grey lightening ⚡ symbol. ⚡ - Symbol for Accelerated Mobile Pages - the name simply says it all.


Accelerated Mobile Pages

Ignoring mobile search traffic is no longer an option. Mobile online presence has now become a necessity as the mobile traffic keeps increasing year-after-year. AMP is a Google-backed project that aims at speedy delivery of mobile content using stripped down code called as AMP HTML.</br>
Static webpages not influenced by user actions/behaviour can be built using AMP. These pages load much faster than normal HTML, with 15-85 percent speed improvement and Google pre-render support.

Google AMP vs Facebook Instant Articles vs Apple News

Unlike Facebook Instant Articles or Apple News, that require entering into a dedicated partnership with Facebook or Apple, AMP project uses an open-source framework that can be used by a lot of content publishers and platforms such as Twitter, Pinterest to serve content using AMP HTML.

Limitations of AMP

Limitations are not always bad things. It is possible that they can actually produce far better results than without it.

* New version of HTML - AMPHTML code is heavily stripped-down to ensure faster loading times and smooth readability.
* New JavaScript framework - AMP.JS loads external resources asynchronously, stops any external scripts from blocking the page render. Third party JavaScript is strictly disallowed.
* Modified Image element - AMP-IMG elements opt Lazy loading functionality. Google will cache and host amp content so fetching from your server is no longer needed.
* Streamlined version of CSS - AMP-CUSTOM CSS is used. Except custom fonts, external stylesheets, inline style attributes and certain styles are disallowed due to performance implication.

Limited but Painless

Some aspects of AMP might limit our approach to designing mobile webpages, but there are a number of other reasons why getting on board with AMP could be a good ideaa.
* Faster loading speeds
* Better user engagement on mobile
* AMP’s built-in features
* Google's dominance in Internet arena

Kissmetrics says 40% of web users will abandon a page if it takes longer than three seconds to load. So hopping on board with Google AMP looks like a worthwhile move.
Create an AMP website free Google blog - AMP implemented Remember the mantra - Keep It Simple, Silly.