The Accelerated Mobile Pages Project is a new open source project aimed at improving the mobile web.
With the huge growth in mobile devices over the last few years and the introduction of ‘wearables’, Google have led the way in understanding the value of delivering mobile-friendly content. In April 2015, you may remember the term ‘mobilegeddon’ when Google reported that mobile friendly content would appear higher in the mobile search results.
Accelerated Mobile Pages or AMPs take mobile viewing of the web another big step forward.
The project relies on AMP HTML, a new open framework built entirely out of existing web technologies, which allows websites to build lightweight web pages to deliver a superfast mobile experience.
Imagine HTML going on a diet, which then enables mobile pages to load really fast as they are super lightweight – that’s the basics of Accelerated Mobile Pages (AMPs). Google, along with a range of partners including Twitter, Pinterest, WordPress and LinkedIn to name a few are collaborating on the project. Along a similar vein to Facebook’s Instant Articles project and Apple News, it is open source.
Google plan to start pushing traffic to Accelerated Mobile Pages as soon as the end of February 2016, but companies like Twitter and Pinterest have been linking to AMP content already. The result of this is that AMP pages load four times faster and use eight times less data than traditional mobile optimised pages.
As one of the first reference partners, you can see on the Guardian’s website examples of AMP HTML by simply adding /amp on the end of any news story.
This is just the hosted AMP designed to be faster but has nothing to do with Google, but they have also rolled out the free hosted cached platform part of the deal, which will be typically hosted on a gstatic.com, in other words, a Google hosted cached version. Both of those pages will need to contain the rel=canonical back to the original.
How Accelerated Mobile Pages will impact on the search engine results it yet to be seen when its all rolled out, but it’s another sign of how smartphones, tablets, and phablets continue to be at the forefront of digital marketing.