AMP Pages - Do You Really Need Accelerated Mobile Pages (AMP)?

Published : 2017-04-16 23:25:00
Categories : Development Rss feed , Performance Rss feed

AMP Pages - Do You Really Need Accelerated Mobile Pages (AMP)?

We are asked about AMP (accelerated mobile pages) - and if not just we can do the whole shop with a click.

This has given rise to this article as well as coded test to see what we could do with it.

What are Accelerated Mobile Pages (AMP)?

When Google launched Accelerated Mobile Pages (AMP), an open source initiative, the world has quickly adapted it.
But what is AMP? How does it affect your SEO? And what benefits can your web shop reap from it? Here is the whole story.

Accelerated Mobile Pages or AMP is an open source encoding designed to allow mobile web pages to load faster.

An effective AMP website is a thin version of HTML included instead of the bulky website version. This slim line code means that the page loads faster on smartphones


Features of an AMP website include:

  • Use of CSS and HTML with the size of CSS of less than 50 kb.
  • Includes image Lazy Load, meaning images are displayed only when scrolling down
  • Ads and Analytics are accepted on AMP, just like regular web pages
  • No Javascript must be used
  • AMP sites must be validated with AMP Validator that comes with the AMP JS Library
  • Custom fonts must be special and the height and width of the image applied
  • Forms are not allowed
  • Videos can be used with AMP-approved extensions

All these restrictions ensure faster load times. At the same time, the familiar frustration that one experiences when waiting for a long time to access content is removed.

What are the benefits of AMP?

By far the biggest advantage of Accelerated Mobile Pages is fast web pages.

With AMP you can load a website's content faster - according to Google, AMP loads web pages 15-85% faster than websites without AMP.
If users have quick access to information, they will definitely stay on your website longer.

SEO Benefits:
It's pretty clear that the future is mobile, and Google is also advocating this idea. So, if your website is mobile-friendly, Google will cache these sites faster and thus improve your ranking. The longer users stay on your site on average, the better your site's ranking will be.

Who can use AMP pages?

Although it is believed that AMP will be large, is it worth the work effort? Not for everyone!

Accelerated Mobile Pages are useful for sites that publish blog content, news articles, or any other content. But if you convert your products or service to AMP, you lose the chance to impress your visitors with beautiful websites, this is because of the slim HTML code needed for AMP mobile pages.

Test af Accelerated Mobile Pages

Actually, we knew well that we would lose that beautiful look and the opportunity to impress. Moreover, the test showed no increased speed on our side.

If you have a poorly optimized webshop with load speeds of 2 seconds or more, this would definitely improve - and who knows what the new framework can do in 2-3 years.

If you have websites that load as fast without AMP, google ranking would be the same. So right now there is no reason to lose a beautiful mobile page and possibly keep our customers a little further on the page.

Conclusion from this is that we do not use AMP, but follow the development and see where it ends.

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