Here’s a short primer on Google’s Accelerated Mobile Pages project. What it is, why you need it, and how you get it.

What Are Google’s Accelerated Mobile Pages (AMP)?

Speed is key in a landscape where mobile devices are becoming the primary way people access the internet. Pages need to load lighting fast and people need to be able to find what they’re looking for just as quick. These principles led to the creation of an open source initiative called Accelerated Mobile Pages (AMP).

AMP works by stripping pages down to a limited set of allowed technical functionality. There are 3 main parts:

  1. AMP HTML is similar to regular HTML but mostly limited to text formatting and image embedding functionality. Additionally, AMP HTML includes required markup that helps ensure AMP pages load super fast.
  2. AMP JS severely limits javascript to only allow asynchronous scripts (scripts that load simultaneously) to ensure pages load quickly. It does allow third party javascript, but only in iframes that don’t block rendering.
  3. AMP CDN (Content Delivery Network) caches, optimizes, and pre-positions your AMP content making it available for fast page load.
Why Are Accelerated Mobile Pages Important?

In short, because search engines now penalize sites that don’t provide a good mobile experience. Your AMP content will rank higher in search, giving you more visibility. These pages also provide a better user experience which your audience will surely appreciate. Last, AMP promotes enhanced distribution taking advantage of the open web’s potential for content to appear everywhere quickly.

How Do You Install AMP?

For publishers on WordPress, installing AMP is as easy as picking up the official plugin by Automattic. For Yoast users, I would also recommend installing their Glue plugin that makes sure Yoast and AMP are playing nicely together.

Publishers not on WordPress will have a bit more difficulty installing AMP as it will take developer resources to get it done. Here’s a link to a boilerplate to help get you on your way.

Thanks for reading.

What Are Google's Accelerated Mobile Pages (AMP)?
What Are Google's Accelerated Mobile Pages (AMP)?
Speed is key. Here's a short primer on Google's Accelerated Mobile Pages project. What it is, why you need it, and how you get it.
Ender Consulting LLC
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Lucas Bako is the Founder of Ender Consulting LLC.
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