6 June 2020

Accelerated Mobile Pages (AMP) on Websites

Back in October 2015, Google announced the implementation of the Accelerated Mobile Pages (AMP) project for a more productive search. Until recently, such pages were displayed exclusively in the Top Stories news section, but in August 2016 Google announced that in the near future they would also be displayed in the main issue. In this regard, website owners are particularly interested in accelerated mobile pages.

Accelerated Mobile Pages technology is designed to provide faster page loading for mobile device users, even at low connection speeds. For this purpose, AMP HTML markup (plain HTML with some restrictions), AMP JS library and Google AMP Cache are used. Accelerated mobile pages are currently supported by various platforms, for example, Twitter, LinkedIn, WordPress.

If the site’s page has an AMP version and is indexed in Google Search, it may be displayed to users of mobile devices. At the same time, as noted by Google, AMP-pages can be highlighted in a special way in the search results, which means they can attract additional attention from users. True, there is a caveat: on such pages, structured data should be used, for example, according to the Schema.org standard.

What are the main features of accelerated mobile pages? Firstly, such pages are stored in the Google cache and when users access them, the download takes place directly from the cache, which helps to speed up loading. Secondly, the elements of AMP pages are loaded sequentially as users scroll through the page, which also helps to speed up loading. Finally, thirdly, in the design of AMP pages, “special” HTML is used with some restrictions for more reliable operation and some extensions for the design of media content.

If we talk about the limitations in AMP HTML, then this markup does not support the

tag in particular, which means that it will not be possible to place any application forms or, say, comment forms on the accelerated pages of the site. In addition, to load custom fonts on an AMP page, you must use the special amp-font extension for better control of loading.

As for extensions in AMP HTML, among them we can mention elements such as amp-img, which replaces the standard HTML tag img, amp-anim, designed to display animated GIF-images, amp-video instead of the video tag in HTML 5, amp -youtube, created specifically for videos from YouTube, etc.

As a rule, to work with Accelerated Mobile Pages technology on a site, you need to create and maintain both “regular” pages and AMP so that Google can index the AMP versions. For this purpose, links of the form are added to regular pages of the site, and links of the form to AMP pages where the regular page is marked as canonical.

Creating an AMP page without a regular HTML version is also possible. On such pages, you must specify links of the form . Google will be able to index them if it detects. To do this, it is important to make sure that such pages are listed in the Sitemap and have links from other indexed pages of the site.

Accelerated mobile pages can increase the speed of loading sites on mobile devices and thereby improve the user experience. However, they are by no means a “panacea” for all website problems and should be used strictly in accordance with the need: after all, AMP HTML functionality is significantly limited and accelerated mobile pages will not be useful for all types of sites. In addition, it should be noted that tracking such pages in web analytics systems requires additional settings, and therefore requires additional effort and time.