As of today, over 11 exabytes of digital memory is dedicated to mobile traffic each month and the measures increase year by year. According to the established source specializing in the marketing statistics, the number will have grown by half by the next year. That indicates that web-developers should consider the enhancement of software’s mobile versions as the quality of their practical use is, in most cases, far from perfect. Particularly, many of the websites’ mobile versions are significantly slower. In October 2015, Google announced the release of new software tool – Google Accelerated Mobile Pages (AMP) – to solve the problem once and for all. This solution immediately became one of the most practical ways of accelerating websites’ mobile versions thanks to user friendliness and extensive possibilities it opened to developers. This article includes pros and cons of google accelerated mobile pages and answers the question: “why do I need AMP pages?”

amp pages

What is AMP?

Google Accelerated Mobile Pages is an open-source web tool based on AMP HTML, which consists of the set of scripts and policies that determine the loading web pages’ behavior. It was developed specially to improve the performance of mobile versions of the websites filled with rich content such as animations, videos and infographics. In practice, accelerated pages load 15-85% faster as opposed to standard ones. Google AMP can easily be integrated into the mobile version of one’s web-site despite the platform or a type of devices it was developed for.
What are the key elements of Google AMP?

Let us figure out how accelerated mobile pages work for starters. The web-sites’ (especially their mobile versions’) performance is completely dependent on the size of JavaScript code, which implements various dynamic features. Google AMP, in their turn, offer an essentially new method of media data processing via the web-components utilization. Unlike the libraries created earlier, Google AMP work by the following principles:

Conciseness. Google AMP components include only the necessary, limited set of HTML-tags available by the link and a number of ready-made components. These tools alone provide a definitive displaying of the graphic elements on the web-site’s mobile version;

Performance. Due to the use of self-timed scripts, it is unnecessary for the web-site to wait until they are completely loaded (it loads HTML files and other values required for the adequate displaying of the page in a browser);

Adaptation to all types of mobile devices and browsers. Developers are able to create cross-platform mobile versions of the sites adapted to any kind of browser thanks to the Google AMP. They load equally fast both on smartphones and more large-dimensioned tablets;

Google-servers connection. The users can see the refreshed content of the site at once, even if it is located on the other end of the world due to Google-servers’ cloud cache storage. This is possible because data is transmitted from the server closest to the user (not from the one, which was used by the web-site’s administrator to publish the content).

Read also: Mobile App vs Mobile Website for Business


Benefits of Google AMP

Fast loading of the pages filled with rich content.

All the more, the websites’ developers try to visualize provided information. Web pages filled with animations, ad boxes and all sorts of informative videos and images of high resolution change the pages with raw text canvases. Google AMP provides for a quite rapid loading of capacious web pages regardless of the platform supported by the user’s mobile device.

Enhancement of site’s rating in search results.

In search results, sites using the Google AMP are automatically marked with “green thunderbolt”, which indicates high performance. As a result, the number of page views grows automatically upgrading the rating of such sites.

Immediate refresh of the news feed.

Many developers of the information-driven websites where content refreshment takes place few times a day are in constant search of efficient page performance enhancement methods. Currently, Google AMP is one of the most successful tools in this regard. The users with mobile devices receive data published on the site situated far away from them immediately thanks to a brand new data caching approach – site’s bind to free Google cache servers.

Simple debugging.

One is able to adjust proper work of the mobile version of one’s web-site via the ever-improving Google AMP testing tool.

Support of the wide range of advertisement.

Web-developers gain extra income by placing ad boxes on the site’s pages. It would be unfair of Google to leave the web-resources without such profitable option. Thus, Google AMP are compatible with wide variety of advertisement formats that can provide the site’s owners with significant passive income.

WordPress support.

The last but not the least: One must not waste time putting down the required tags on each page, provided one’s web-site is based on the last version of WordPress. Google AMP are installed in the platform’s templates by default.

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Google AMP disadvantages

Reduction of advertisement income.

First and general Google AMP disadvantage is that there are four requirements as to placing of the ad content, such as:

• Performance;

• Eye appeal;

• Security (required when the HTTPS protocol is applied);

• Relevance.

This indicates that internet marketing specialists working on the ad for the integration with one’s AMP must shape it by the aforementioned requirements. The requirements are optimized for the reception of large income in the longer term. In its turn, implementation of such format in the near future calls for elimination of clients with conservative views who could rent one’s advertising online-medium.

Labor intensity in the Google AMP and Google Analytics cooperation.

The basic principle of Google AMP work is quite simple. Google AMP connects the nearest Google cache server through CDN technology to make the web pages load faster. The users receive data directly in that way. Practically, such server can be a potential fault point, which, theoretically, raises the risk of failures during one’s web-site’s work.

Do I need AMP pages?

To summarize all the aforementioned benefits and disadvantages Google AMP can come in handy when one is interested in enhancing the following parameters:

User experience: desired content is displayed in the search results. Therefore, the mobile device users are not obliged to “travel” through links and wait until the required pages filled with rich media are loaded;

Unique content promotion: Fast loading of the pages with the help of Google AMP is beneficial for blogs, sites with news feeds, all kinds of educational web resources, etc.


Summarizing the above, Google AMP is a highly efficient and incredibly user-friendly web tool for the enhancement of web pages’ loading speed. However, a set of restrictions applied to websites and their content should be fairly noticed. Accordingly, the utilization of this tool is beneficial in case if one’s site is refreshed with new unique information in the form of media data on the daily basis.

Google AMP Pages: Does Your Site Need Them?
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