What are Accelerated Mobile Pages? What is AMP?

Greater than 56% of the content on the web is accessed through mobile devices and this number is only growing! Accelerated Mobile Pages (AMP) is a new standard from Google to ensure your content renders as quickly and efficiently as possible on mobile devices.

Odds are you are reading this page on a mobile device. If you are, you are accessing an Accelerated Mobile Page. You may have seen this icon next to this page and other content when browsing Google on your mobile device:

Accelerated Mobile Pages

Why Accelerated Mobile Pages?

The goal of Accelerated Mobile Pages is to make pages load as quickly as possible on mobile devices. Unfortunately the web is still pretty slow for many people.

AMP limits what you can do in HTML – gone are the ads, javascript libraries and other elements and the page is stripped down to the basics in order to render the page as quickly as possible.

You can read more about the project here.

How do I add AMP to my website?

If you’re like me, the first thing you thought of when you read about AMP (and how Google is promoting it in search) is: how do I add AMP to my website?

If you’re running WordPress Automattic has a handy AMP plugin (that’s what we’re using for our blog).

WordPress AMP

Go to your WordPress Plugins panel, search for Automattic AMP, and add it to your site. After it is installed add ‘/amp’ after any post and you’ll have an AMP friendly version of that content. Easy to add and highly recommended!

If you aren’t running WordPress (or feel like doing a little PHP coding yourself on your WordPress site), AMP is fairly trivial to add. You are reducing what the page is doing and simplifying it.

Google AMP Cache

Once your AMP content is published it is a candidate for Google AMP Cache. Google will potentially further optimize your AMP content to remove anything that isn’t mobile friendly and will store your content in its geo cache to ensure that it can serve your content as quickly as possible. This cache allows your content to be geographically distributed ensuring that AMP requests don’t take have to go through multiple network ‘hops’ to reach your server.

If you aren’t serving your content using AMP, you should remember that the majority of today’s web traffic is mobile. If you content isn’t mobile friendly you are missing an opportunity to connect with your audience.