Accelerated Mobile Pages from Google

No one needs convincing that browsing the Internet on mobile devices has become commonplace. Nowadays we spend more time surfing on tablets and smartphones than on PCs. Google search engine alone registers more queries from mobile devices than computeróin stationary.

As communication has evolved, there has been a need to adapt web content to mobile devices. New standards and tools have appeared. In April 2015, Google modified its search engine algorithm in such a wayób to favor mobile-friendly pages – the day was christened Mobilegeddon. Such a move certainly added motivation to those whoóFor some unfathomable reason, publishers have not adapted their services to the new mobile reality. The Internet finally started to become smartphone friendlyóin and tabletów.

Unfortunately, often poor mobile network coverageóThe most important factors to consider are the time taken to load your site, the number of ads and theóThe move certainly provides an incentive for those whose multimedia content makes browsing the web annoying or impossible. All of us have experienced the situation of pages taking too long to load. Research shows that a 40 percent. userów will abandon a page if it takes more than 3 seconds to load. The effect of this is felt by all – The losers are publishers, advertisers and consumers.

E-commerce is suffering the most from slow-loading pages. One-second opóA page load delay can reduce conversions by 7%. Imagine that you are the owner of an online store, whichóThe main goal of AMP processing is to. revenue. If you haven’t optimized your services and your site takes too long to load, you could be losing up to 120,000. PLN.

AMP – the cure for all evil

To solve the problem, Google set up a project called Accelerated Mobile Pages in skróAMP. It aims to improve the performance of mobile web pages so that they load instantly, thus improving user experienceów. At the same time, the technology is expected to give publishers the ability to create content-rich pages with graphics, videos and other multimedia elements.

AMP is also standardization in terms of technology. The code used to build sites is to be independent of the platform on whichóis processed. Thanks to this, websites and applications will run the same correctly, regardless of the model of device used to consume content. This should róIt can also affect the time and cost of production. According to Google, AMP is expected to reduce page load times by 15 percent. up to 85 percent.

What’s included in the platform?

AMP HTML is an open source framework, on whichóThe three mainóin some parts:

AMP HTML – HTML language extended by new standards (someótags have been replaced with new ones).

AMP JS – library responsible for asynchronous loading of content. Elements are loaded when they need to be displayed, e.g. the user scrolls down the page to the gallery, then the image is renderedów.

Google AMP Cache – proxy-based document delivery systemóAMP. Publishers will store content on their servers and distribute it through Google’s global cache network (service to be free).

Google has promised that advertisers and publishers using the new solution will be able to stay with their existing ad networks and formats. At the same time, work is underway to develop a parameterów technical ads to run as fast as required by the AMP platform. Several presentations were devoted to this issue at the last Google I/O.

Google vs. Facebook

AMP is also Google’s answer in the battle with Facebook for the mobile user. The goal of both giantóThe goal of the platform is to keep a potential advertiser within its ecosystem for as long as possible by optimising the content delivered with an ad. On the other hand it is a step towards taking over publisher’s contentóin whichóThe publishers, advertisers and consumers lose in this wayób lose the ability to monetize them.

In May 2015, Facebook released Instant Articles, a platform that works within their social network. The platform makes it possible to publish content in such a wayób to display quickly on mobile devices. The idea is the same as in the case of AMP, except that Instant Articles are available only to usersóin readers using Facebook’s mobile app.

Poróncluding. Google AMP – if a user opens a link to an article on a mobile device, they will see the AMP version of the site. If he opens an article on the desktop, he will be redirected to the desktop version of the article (not AMP).

Instant Articles is more closed – users will see optimized articles if they use Facebook’s mobile app and the article is published as Instant Articles.

Why you should look into Accelerated Mobile Pages project? First of all, the platform is free and open. The new standard is supported by Google, and its use may affect the position of our site in search results in the future. With AMP comes skróprice of page load time – the user does not have to wait for all content to load. AMP also gives the opportunity to get more revenueóin the mobile channel, because it generates more traffic for mobile devices, which translates into conversions.