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Accelerated Mobile Pages, AMP

Since the introduction of smartphones, the way users behave on consuming the internet has changed dramatically. Personally, I would rather use an App to find something on the web rather than using a search engine. The experience you get through an App is fast, efficient and user-friendly. Hence, AMP, Accelerated Mobile Pages, has come into the picture to bridge that gap.

What is Accelerated Mobile Pages?

Accelerated Mobile Pages is an open source project that is being rolled out by Google to speed up the user experience through the mobile web. The aim of the project is to make websites load instantaneously to users’ interactions on their mobile browsers.

Ampproject.org’s Definition of AMP

The Accelerated Mobile Pages (“AMP”) Project is an open source initiative that came out of discussions between publishers and technology companies about the need to improve the entire mobile content ecosystem for everyone – publishers, consumer platforms, creators, and users.

Today, the expectation is that content should load super fast and be easy to explore. The reality is that content can take several seconds to load, or, because the user abandons the slow page, never fully loads at all. Accelerated Mobile Pages are web pages designed to load instantaneously – they are a step towards a better mobile web for all.

Source: AMP Project

How does it work?

In the current set up of the web and all the animation being used on different websites, the end user faces a delay while navigating through various websites. AMP is going to remove all the fancy animation and other unneeded design elements to boost the speed of websites. It is expected that AMP will make website’s load 4x faster; that means a better experience for the user and faster access to content.

How will it affect website owners?

Google has already started showing AMP compliant websites on top of their search results for mobile users. That means adoption is a “must implement” by everyone in the echo system to rank better in google’s search results.

How do you make your content AMP compliant?

For WordPress owners, Automattic has already developed a plugin that adds support for AMP, which can be found at this link. The plugin does not have any setting to work with. All you need to do is install the plugin, and you will be good to go. Once the plugin is installed, you can visit any post on your website and add a /amp at the end of the URL. It will redirect you to your AMP version of the post. You can check this post’s AMP version by visiting this link.

Can you change the look of the page?

The way Automattic has implemented AMP does not allow you to change any part of the AMP pages output. However, there is another plugin called PageFrog that can be installed and will let you do some simple tweaks to the output of the pages.

Glue for Yoast SEO & AMP plugin also allows you to do some changes if you are a user of Yoast SEO plugin. You can read their two blog posts on how to install and set it up.

Final Thoughts

AMP project is in its early stages and what can be done with it using WordPress, with the current available plugins, is simple. I believe this is a good move ahead and can’t wait to see where this project is going to take us. Let us wait and see …