Google’s very own AMP Project is designed to be a faster way to track content to mobile devices. Based on the traditional model of serving mobile content, the AMP Project is an improved version that relies on a specific form of HTML called AMP HTML. It is used to strip down the presentation of content. Also, a sample link on your phone’s browser looks like this:

The net effect AMP aims to create is that you and other mobile users will view and read articles that contain comparatively basic images and text. However, that content that you see will load up to ten times faster or more than traditionally formatted content!

How does it work?

accelerated mobile pages (Google AMP project)

Google AMP is made up of three parts called AMP HTML, AMP Cache and AMP JS. Below is a detailed look at the different parts:

• AMP HTML: This form of HTML contains a set of pre-processing tags that are strictly defined. In most cases, it will be limited to image embedding tags such as amp-video, amp-pixel, amp-img, amp-embed and amp-ad, and text formatting.

• AMP Cache: Also known as the AMP Content Delivery Network, the AMP Cache is a system of servers that grab your most recent content to pre-position it around the globe. For example, a user requests a page from France. That page does not need to be sent over the wire from a distant server that’s located in Los Angeles, each times it is requested. Google will position an optimized and pre-rendered copy of that AMP page on a server that’s located close to or in France.

• AMP JS: Often regarded as an extremely limited JavaScript file, AMP JS loads all external resources in the background. As the resources are loaded in an asynchronous way, the effects of render blocking will not interfere with how fast a user gets to renders on the screen. Any content that is not related to the actual images and words in the article will load last. This will help alleviate work for mobile devices to economize data use.

Why do I need to care about this?

As you already know, Google values a website’s mobile-readiness and load speed, and they are significant ranking distinctions that determine how a site’s content link will be placed in the SERPs. The more a site caters to mobile devices, and the faster it loads, it has a higher chance of being seen and clicked by users who rely on Google search.

What are its advantages?

Here are some of the key advantages provided by Google AMP:

• Your site’s content will have a better chance at grabbing the attention of potential readers. AMP can help your content compete with Facebook’s Instant Articles because it makes them easily readable and accessible when users click on them in Google’s SERPs, and not just the “walled garden” of Facebook.

• AMP is not only limited to Google’s best and brightest developers. Yes, it is open source! If you have an idea on how to improve, you can contribute to the specification. As AMP continues evolving, its feature set is becoming increasingly adaptable to the changing publishing world.

• Google AMP has positive effects on your site’s number of paid search impressions over time. After a user views an AMP-based piece of article/content, they might click back to the SERP to check what else is available.

• When your articles load faster, you can improve the reader-to-publisher relationship. Publishers who use AMP to improve their site’s SEO often gain benefits related to speed. Increased speed means more page views and satisfied readers, as well as increased engagement with content, sharing and ad views!