How Does Accelerated Mobile Pages (AMP) Work for Websites

By Marianne Chrisos - Last Updated on January 6, 2020
How Does Accelerated Mobile Pages AMP Work for the Website

How can AWP benefit your business?

AMP is an exciting technology that helps developers build better mobile websites with faster response times for better customer experiences.

Most marketers know that most consumers are experiencing the web – whether it’s browsing, reading the news, making purchases, or sharing on social media – more through mobile devices like cell phones and tablets than desktop and laptop computers. That’s why so many businesses are developing not only websites that are mobile-responsive, but also investing in custom apps. This helps streamline web experiences to work on devices that most customers are already using as their primary form of internet and digital media consumption, and marketers know they have to elevate all parts of the customer experience to ensure that their brand is viewed favorably.

Accelerated mobile pages, or AMP, are an exciting new tech trend that helps consumers have even better mobile web experiences. An AMP website is, at its simplest, a website built to load as quickly as possible on a mobile device. Here’s how it works and how it can benefit your business’s website.

How Does Amp Work?

AMP started as a Google and Twitter project. By now, other companies have rolled out AMP websites to help their websites load quickly on mobile. Why? The internet – from fiber internet to 4G mobile data and more – offer customers faster and faster access. Consumers have gotten used to this trend and have grown to expect that level of speed in all their dealings. Businesses don’t want to miss out on possible conversions because a customer gets frustrated waiting for a mobile page to load.

So how exactly do companies create websites that load faster? It all comes down to coding. AMP pages are made from a combination of less-complicated code and extreme caching (the technology that allows web pages you’ve accessed before to load faster). AMP sites traditionally feature:

  • Stripped down HTML – this is the most important component, and the criteria for the AMP page to be mobile-valid features very strict HTML guidelines
  • Streamlined CSS
  • Almost no JavaScript

These websites are designed less with readability in mind, though it is possible to incorporate responsive, sleek, modern design elements into this lightened-up code style. Images and other graphic elements don’t load until a user scrolls to the part of the page where the image would appear. These new coding rules allow for much faster response times.

How Does Amp Benefit Your Website?

There are several ways having a faster website can help your business. Faster AMP mobile websites can help your business:

  • Have higher mobile rankings, so you can appear sooner on search
  • Impress customers with a faster experience
  • Convince users to stay on the page longer and interact with content
  • Increase conversion rates

The future of AMP as a long-term coding and design solution isn’t clear, but for the time being, websites that are built AMP compliant do receive a whole host of benefits, including higher quality traffic and even increased revenue.

If you’re building web pages for your business, it makes sense to consider AMP as a technique for reaching more customers and providing a better customer experience. With so many people consuming content primarily through mobile, optimizing that experience is something that no business can afford to ignore.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a company near Dallas and contributing writer around the internet. She earned her master's degree in Writing and Publishing from DePaul University in Chicago and has worked in publishing, advertising, digital marketing, and content strategy.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a c...

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