AMP or Accelerated Mobile Page is not new to many of us. It has been around for some time, but became more popular lately and more relevant in 2018. The main reason behind is the increased usage of smartphones compared to desktop.

Some of you may not be familiar with this as you’re hearing it for the first time. Many questions can arise like what are Accelerated Mobile Pages? What it means to your website? How can you make your website AMP friendly? And, why should you make your web pages AMP Friendly? Answers to these questions are explained in detail here.

What is an Accelerated Mobile Page?

Accelerated Mobile Page or AMP is a project from Google and Twitter designed to make really fast mobile pages. A stripped-down or a more refined form of HTML is used to make the page loading easier. It’s an open source platform and goes well with CSS.

Why AMP is important for your website?

Accelerated Mobile Pages are important if you’re running a publishing website, an e-commerce website or want to run ad campaigns for your website or have an ad tech platform for running ad campaigns. With the majority of people searching, reading and consuming content on mobile devices such as smartphones and tablets, web performance is key for user experience.

While, a slow loading page can lose reader’s attention and interest in reading. This is a drawback if you’re running a publishing website. If you’ve an AMP enabled website, this issue can be solved by speeding up loading time 85% faster than standard mobile pages.

Why should you make your website AMP Friendly?

Web pages which are AMP enabled load faster to offer a consistently fast experience across all devices and platforms that link to AMP Pages including Google, Bing, LinkedIn and more. This faster experience often translates into improving the numbers such as time spent on page, return visits and CTRs.

See how AMP can benefit you?

• It can help keep customers engaged leading them up to purchases.
• Increased purchases can maximise your revenue.
• It can help maintain flexibility by using a customisable CSS styling and gain control by fetching the freshest data whenever needed.
• AMP Ads can deliver memorable brand experience by maximising your ROI.
• A faster and better user experience that AMP deliver can help build a sustainable future for your business.

How can you make your website AMP Friendly?

This all starts with creating two set of pages one with original version of your article page that users will typically see, and the second should be the AMP version of that page.

Implement these key steps to get up and running with AMP:

• Create your AMP pages using boilerplate code
• Stage it
• Validate your AMP pages using Google's Validator
• Make your content discoverable by publishing and distributing

In your mark-up, you’ll see some elements have an AMP tag. Thus, the <img> tag becomes <amp-img>. The <video> tag becomes <amp-video>.

Should you migrate your pages to AMP?

Yes, because Google is pushing AMP a lot and with the introduction of a Mobile First Index where loading speed plays a very important role, you will have no other option than making your mobile pages as fast as possible and AMP is your answer.

Besides speed, Google is already giving AMP pages a special treatment with the ‘News Carousel’ and the way it shows AMP pages in their search results so if you don’t go AMP and fall behind but your competitors do, you will be in a disadvantage.

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