Google's Accelerated Mobile Pages (AMP) Project is tapping into significant speed boosts for mobile websites.

The search giant’s Accelerated Mobile Pages (AMP) Project is tapping into significant speed boosts for mobile websites.

Google has been consistent and clear with what factors drive a web page’s ranking. Specifically, they are looking at quality and speed. Of course there are dozens of factors that influence overall SERP performance; but those two lead the list.

Google’s Accelerated Mobile Pages (AMP) Aims to Boost Mobile Page SpeedsA third factor has been recently introduced as an extension (or even a bridge) between quality and speed. The user experience has grown as a consideration for ranking. Included within the user experience is the quality of the web design work and how it influences page loading speed.

Significant effort is typically applied to web pages to ensure their performance is optimized; however, that optimization tends to fall off sharply as new posts are produced. Load speed is almost always forgotten once content publishers get involved. It’s not a criticism; but rather an observation that web administrators tend to focus on the page performance while publishers focus on post-performance. Google has made similar observations, hence the introduction of Accelerated Mobile Pages in October 2016.

What are Accelerated Mobile Pages

Google introduced AMP as an open source framework that will enable content publishers to aggressively improve their page load speed without an adverse impact to user experience. AMP pulls out all the unnecessary performance-hindering pieces that slow down your pages. Now it’s been pointed out that custom web developers can already achieve similar performance results without the framework; however, that level of accessibility is not available to everyone.

Just take a look at how Google is placing AMP-enabled results at the top of their search results and news feed and you’ll see how important this feature can be.

How AMP Achieves Improved Performance

AMP achieves amazing speed through several key elements.

AMP HTML Markup:

The AMP html markup provides for some incremental tags that aid performance. Additionally, it restricts the use of other elements that hinder performance.

AMP JavaScript:

AMP provides for some incremental performance features. These features enable some resource management and asynchronous page loading.

AMP Content Delivery Network (CDN):

The AMP CDN caches your AMP-enabled web pages and provides incremental performance optimization.

Additionally, AMP imposes a few important restrictions on content, styling, and design for your web pages. For example, images are required to hold specific dimensions and styling must now be delivered in-line.

How to Get Started and AMP Your Website

The intent of this article is to give education on AMP and how it is moving through the industry. We are not however, going to get into a step-by-step implementation. Check out the Google Developer page that outlines how to roll-out AMP on your website if you want those details.

The Quick Version

Implementing AMP isn’t something you’re going to rip through in 5-minutes. You’re going to need to take your time, do your back-up, and follow the steps outlined by Google.

Are Accelerated Mobile Pages for You

AMP is going to deliver a tremendous boost to your page load performance; but it’s also going to take some work. While general page load speed is a ranking signal for a webpage, the use of AMP is not yet factored into the algorithm. Given that, you may first be better served to address other performance factors that impact your site, and then come back to AMP once Google signals a future change to the algorithm. In the meantime, you’re now informed on how AMP can take your mobile load speed to 11.

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