Have you ever tried to visit a website from your cell phone and it loads too slowly or does not have a design adapted for mobile? Well, these are the most common complaints from users when they browse from their smartphones. AMP is the solution Google proposed for this problem.
AMP, or Accelerated Mobile Pages, seeks to increase the quality of web pages on mobile devices so that it does not affect websites' SEO strategy and, in addition, users have a better experience, greater satisfaction and stay longer on your website from their mobile devices.
To understand how it works and what advantages this optimization will give us, let's go through it step by step.
WHAT IS AMP?
You should know that AMP is: An open-source protocol launched by Google with a very clear objective: to make reading, and content consumption in general, easier from a smartphone. The internet search giant has set itself an ambitious goal: for it to be available to all websites and valid for any content, from news to educational or scientific articles.
Based on these goals, the main features of AMP code are:
- The commitment to being open to all content creators on the internet who want to join it. In this respect, it clearly differs from Facebook's Instant Articles platform, which is limited to a small number of partners.
- A foundation in the optimization of HTML for mobile, especially in the weaknesses or areas for improvement of mobile browsing (such as slow page download speeds), in order to make reading all types of content more satisfying and seamless.
- AMP code is not designed for the home page of a website or blog, but for its individual posts and news articles.
- Pages with AMP code try to eliminate everything superfluous, which is why they do not support JavaScript, use minimalist CSS and are focused on text.
- Without a doubt, the main and most distinctive feature of these pages is that they load as they are displayed, which makes them faster and smoother, eliminating those waits that sometimes seem endless. This is what is known as lazy loading.
IT FOCUSES ON DIFFERENT LINES OF WORK
The ultimate goal of the AMP project is for all website administrators to be able to include the right code in their websites and blogs in order to optimize their content so that it can be viewed with complete comfort, simplicity and speed from mobile devices. The user, always at the center!
This is no easy task, since to achieve it, the AMP project must overcome a series of challenges that are primarily technical:
- Currently, browsers tend to load elements one at a time when they are hosted in the same place, which significantly slows down loading on mobile devices. It is a "sequential" system that must be replaced by a "distributed" one, but to do this, content needs to be spread across different CDNs and caching systems so that it is displayed at the same time as it loads from various download points.
- In addition to this sequential distribution, a second line of work is to redesign web analytics tracking codes, since they are also a major cause of delays.
- As for marketing, AMP code is trying to establish formats to standardize ad spaces and, in this way, be able to optimize them.
How Does AMP Affect Content?
In case you are wondering, this Google project, which is gaining important supporters such as the newspaper El País (which has adopted this format for the mobile version of its paper) and the blogging platform WordPress (which already has a dedicated AMP plugin), will carry great weight in the future when it comes to content or, rather, its optimization.
These are the reasons why content creators must take this new code project into serious account in their strategies:
- For SEO reasons, since it is a ranking factor Google weighs in the SERP (search engine results page).
- It enables comfortable and fast reading of any content format from any connected device, which helps attract an audience, keep it on our website and generate sales or conversions.
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