In recent years, technology such as tablets and smart-phones has revolutionized the way we can instantly access information. From breaking news stories to the impulsive Christmas present purchase, we are only finger tips away from accessing instant information anywhere, anytime.
However, when on the move or when a website takes far too long to load, mobile web can turn into a slow, clunky and frustrating experience, well until now. In October, Google decided it was time for a change by unveiling Google Accelerated Mobile Pages Project or Google AMP for short.
So you are probably thinking “What is Google AMP?” or “What do I need to know about Google AMP?” Well hopefully if you join our Cheshire web-design team, inside our blog we can help address all your questions.
What is the Google Accelerated Mobile Pages Project?
In reality, mobile-web pages containing rich content such as text, animation, video or rich graphics – or a combination of all – can take several seconds to load, or in some cases fail to never load if the user decides to disband their search. The expectations from users are that mobile web-pages should instantly load and be easy to explore.
It was these expectations that forced discussions between both publisher and technology companies which first outlined the Google Accelerated Mobile Pages Project vision. The idea here is so publishers and authors can continue to create content which will instantly load and be mobile friendly across all devices which is where Google enters the equation with AMP HTML.
By creating AMP HTML, an open-source initiative, this language strips down your mobile website page by looking to include only the most essential elements of that particular web-page. Because there’s now nothing there that doesn’t have to be there, pages will load at much faster speeds.
“We want web-pages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously. We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant—no matter what type of phone, tablet or mobile device you’re using” – Google Official Blog
What are the benefits of Accelerated Mobile Pages?
Good question. Let’s face it, the speed of mobile-pages matters and instant is what users expect.
According to statistics provided by SOASTA – mobile web pages which take an estimated 3.3 seconds to load experience a bounce rate of 56% more than those that take 2.4 seconds to load. However, websites which take +9 seconds to load only experience bounce rate of 58% which is huge meaning that after 2.4 seconds websites that take up to 6 seconds longer don’t really change at all so it is all about hitting under that 3 second mark.
Using Accelerated Mobile Pages have the intension to make it far more compelling for users to consume and engage with more content. Along with speed and performance, AMP will encourage publishers to distribute content and take advantage of remaining consistent across platforms, devices and apps which can possibly lead to more revenue advertising and paid subscriptions.
What do I need to know about the Accelerated Mobile Page Project?
- New HTML open source language looking create mobile optimized content that will load instantly on any device
- Improve search page loading speed
- Boost bounce and conversation rates for mobile-based businesses
- Allow publishers, authors and users all share the same experience
- Increase search engine rankings
What happens next?
Since its roll out in early October, Google have promised more updates and more functionality as they look to expand and improve on the project where they can. Publishing companies such as Daily Mail, BBC, Financial Times and The Guardian have joined digital technology companies such as Twitter, LinkedIn and Pinterest in embracing the change.
Feel free to take a look around the Accelerated Mobile Page Project and let us know your thoughts.