eTrack Media Blog


Why we need Accelerated Mobile Pages (AMP)?

We live in a digital era, one which demands high speed communication and information flow. The last decade and a half has seen tremendous amount of growth technology wise and has completely revolutionised the way in which we communicate and the way we exchange information with each other. The prime contributor to every aspect of this revolution is the smartphone, which itself has seen a grand rise in usage and acceptance world over.

Beginning from bridging the communication barriers to almost replacing computers from our lives, a smartphone enables us to do all our day to day tasks on the go. Be it accessing news, sending an email, preparing a to-do-list, smartphones are every person’s companion. As more and more begin to use smartphones, they are accessing information, especially on websites that consume a large amount of data when loading times are considered and the amount of content that a webpage loads. It didn’t take long to understand the usage patterns of users and begin updating the way a page loads and displays information, particularly on a smartphone.

Users expect webpages to load quickly and give them the information without wasting time. Hence, every time a webpage takes too long to load, a reader loses interest and the publisher loses the user, eventually losing on revenue. The major suspect which prolongs webpage loading times are the advertisements. It’s no secret for smartphone users and needs no introduction, every time a user accesses some web content or even clicks on a link via an email that re-directs to a website, there are advertisements that greet them, prolonging the webpage load times and proving to be a discouraging factor for users.

Zero moment of Truth, a Google philosophy back in 2011, was evident that Google intended to improve the performance of the mobile web. Moving forward on this philosophy, Google announced a new open source initiative in 2015, called Accelerated Mobile Pages (AMP). Accelerated Mobile Pages are validated and cached in Google’s AMP cache, which allows the pages to be served more quickly. The idea behind AMP is to enable the loading of rich content like video, animations and graphics side by side with the advertisements on any webpage and to make a uniform code which works seamlessly across all mobile platforms – phones, tablets or any other mobiles device.

AMP pages in real time scenarios load three to four times faster than traditional mobile pages and use significantly less data for loading. The result of reduced loading time and lower data consumption is enhanced user experience, eventually enabling the sites to generate more revenue as more users visit the webpages and stay on them. How the AMP optimises loading of webpages can be summarised in few simple steps:

  • AMP only allows asynchronous JavaScript and blocks the synchronous JavaScript which delays page rendering.
  • All resources such as images, ads or iframes are statically sized. This helps avoid style recalculations and layouts in the browser, preventing any re-layout when loading resources.
  • AMP does not let extension mechanisms block page rendering.
  • AMP keeps all the third-party JavaScript out of the critical path.
  • AMP requires all CSS to be inline and size-bound.

Apart from the steps listed above, AMP has various other ways in which it optimises the manner in which a webpage loads. AMP is fast becoming one of the major parts of SEO services, as an increasing number of companies understand the importance of it. There are number of SEO companies in Mumbai that offer services which include AMP in their packages, an optimised service for companies that look for wide presence on mobile platforms.

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