What is Google AMP & How it Works?

What is Google AMP and How it Works?

What is Google AMP?

AMP is an acronym for Accelerated Mobile Pages. Google AMP is an open source library which gives a way for creating smooth, and compelling web pages. These web pages get instantaneously load with minimum time. The purpose of Google AMP is to create mobile-optimized content to load web pages instantly on all mobile devices. It’s supported by many different platforms and is compatible across all browsers. The goal of Google is to deliver the best mobile experience within minimum time to its users. As per a study, the median load time for an AMP-Code webpage is 0.7  seconds while for non- AMP is 22 seconds.


Google AMP consists of 3 main components:

1. AMP HTML: AMP HTML is HTML with a set of requirements and restrictions.

2. AMP JS: AMP JS ensures the faster loading of the web pages.

3. AMP Cache: The AMP Cache is used to serve cached web pages on the browser.

How Does It Work?

1. In loading the web pages, JavaScript modifies almost every portion of the webpage which many of times delay the rendering of web pages. Google AMP uses asynchronous javascript and restrains the use of any JavaScript written by the developer. So instead of using regular JavaScript, the webpage should be comprised of only custom AMP elements. These elements are designed using core JavaScript but in a special manner to make sure to not cause any delay in the loading.

2. AMP also doesn’t allow extensions to block page rendering.  The extensions which require additional HTTP requests such as Instagram embeds, lightboxes, tweets and the like, AMP is conducive to them.

3. There are many other mechanisms which Google AMP performs such as Third Party JavaScript, CSS rendering, Large fonts of web pages,  and running optimizations on GPU.

What are the benefits?

1. Speed: Every web surfer wants quick results for every search i.e. speed. And according to research, nearly 50% of internet users surf using mobile devices. Google AMP gives rapid loading of web pages on mobile devices.

2. SEO benefits: Google AMP has enhanced SEO optimization as the Google AMP pages are given priority in the searching algorithms and give a positive effect on SERPs.

3. Increasing Ad views: The HTML coding of web pages is done in such a way to enhance the overall usability of banners and images. This increase the viewing rate which in turn increase the number of views on ads.

Is there any demerit?

Yes, many web developer finds a lot of worries and concerns when it comes to using Google AMP.

Here are some reasons:

1. More work and less analytics:

The developers have to use different tags, although AMP works with Google Analytics, which takes a lot of time. Without these tags, the SEO will miss a lot of analytic information and also the Google AMP is not that much easy when it comes to installation. There is a need for manually coding.

2. Less control over content and design:

Since the AMP pages are the filtered version of the original content pages, so it entirely depends on Google how and whether your content would be displayed on the web. For instance, if the large portion of your site content is video, then AMP would not be a good choice for you.

In terms of website design, Google is limiting the design styles. While using AMP there are very fewer chances for the custom web designs of the website.


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