Mobile Marketing Gets "AMP'ed" by Google Project

Posted: Sep 26, 2016

By Fred Lunt

The importance placed on how well any website performs on mobile was reinforced this week as Google announced its expansion of the Accelerated Mobile Pages (AMP) project. 

Because many marketers still lean heavily on desktop search strategies, Google is encouraging and supporting attempts to improve the mobile experience. If a Google mobile search result shows a site or page that was optimized using AMP, it will now show a little AMP icon tag next to it. 

Although mobile page rankings will remain unaffected, the user experience will be improved by helping users quickly access information they want. Google claims load times of less than one second for some “AMP”ed pages.

AMP will also help consumers conserve data. In their announcement, Google claims an AMP page can use up to 10 times less data than the equivalent non-AMP page.

How does it work? According to the AMP website, the project grew out of talks between publishers and technology companies "to improve the entire mobile content ecosystem for everyone—publishers, consumer platforms, creators, and users.”

AMP consists of three different parts: AMP HTML, AMP JS and Google AMP Cache. The AMP site offers loads of details for developers, including step-by-step tips to "AMP" up their pages. 

The basics, though, are that the first element, AMP HTML, is HTML language with some restrictions to improve reliability. The second element, the AMP JS (short for JavaScript) library, ensures AMP HTML pages render quickly. And the last element, the Google AMP Cache, helps ensure that nothing in the page coming from external sources blocks anything else on the page from rendering efficiently.

According to Google, over 600 million AMP documents have been created so far around the world, in 232 locales and 104 languages. Many of these are properties of the project’s initial partner, eBay. These pages cover retail, travel, recipe, general knowledge and entertainment.