A popular study pointed out that more than 25% of visitors through mobile devises will close the webpage if it doesn’t load in six minutes. As we shift more and more towards mobile internet, the traditional system of heavy webpages littered with advertisements was proving to be a disaster for publishers and consumers alike. The unregulated sections of advertisements increase the loading times and cause significant damage to the user experience. The slow popping and movement of design elements while loading makes the viewer uncomfortable.
With a desire to address this issue, Google initiated the AMP Project. Accelerated Mobile Pages (AMP) Project is a publishing technology that enables you to develop mobile webpages that load blazingly fast. In most cases, the AMP pages load within a second. To incentivize this new and faster way to approach the consumers, Google prioritizes the AMP versions in their search rankings.
AMP technology primarily consists of three parts:
1. AMP HTML
3. AMP Cache
AMP HTML is just the regular HTML extended with AMP components or AMP HTML tags. The AMP version of the webpage is linked in its header. While searching for the parameters, a search engine reads this tag and decides whether it wants to load the AMP version or the regular version. The user can decide between an AMP version together with the regular version or simply the AMP version.
AMP JS allows facilitates the fast rendering of the HTML and CSS elements. The design elements that take time to load are removed from the AMP JS. The AMP JS library controls the resource loading and makes the external resources asynchronous. In this way, the elements are loaded independently without any delays in the queue. The AMP JS also restricts the sizes of the components and frames. Therefore, the page layout is precalculated and the loading process is streamlined.
The AMP Cache is a proxy-based Content Delivery Network. When a developer creates an AMP version of a webpage, it is pushed to the AMP servers. The benefit of this method is that the document, the JS script and the media are delivered from a single source. The AMP Caches also provide a validation system that validates the AMP pages and ensures their perfect performance. Google and Cloudflare provide servers for the AMP Cache.
Google AMP has swiftly taken over the internet with its charm. This success can be attributed to two factors. First, the extreme performance boost for the webpages which allowed the AMP Project to garner huge support from popular search engines, social platforms, and content management systems which include Bing, LinkedIn, Pinterest, Reddit, Twitter, Medium, WordPress, Tumblr, and eBay. Secondly, the win-win formula for both the publishers and the consumers that was emerged by the restricted layout of the AMP pages. The consumers received their content faster than ever before and the publishers could serve more content along with proper ads.
So, next time when browsing the internet on your smartphone, look for the lightning symbol in the search results. You will get your content as fast as possible and you will support the creators and publishers with no effort.