Accelerated Mobile Pages (AMP) is a Google project aimed at the mobile web. Akin to the concept of Facebook’s Instant Articles and Apple’s Apple News, AMP pages will change the way people perceive the mobile web. AMP pages are web-based, meaning they are rendered in a browser. They are independent documents that are sourced from your web server. Optionally, you can store AMP documents in a CDN cache to render them more quickly.
AMP pages are made up of the following modules:
AMP HTML
AMP Runtime
AMP Cache
While responsive websites face issues such as
rendering heavy-duty desktop content on a mobile website, JavaScript bloat, and
sluggish speed on the mobile platform, AMP pages are designed for the mobile
platform and help users view site pages efficiently across various mobile and
tablet sizes. JavaScript is baked-in for AMP Runtime, which manages the loading
of AMP modules along with features such as runtime validation for AMP HTML. It
defines the priority for resource loading, thereby resulting in an optimal
page-loading experience. AMP HTML documents can be stored on your server, and
you can use your own CDN; but you can also take advantage of the benefits of
using
Google’s CDN, which streamlines the SEO
processes built around these pages. When you search a page on Google, you see
the results on desktop browsers. However, on the mobile platform, there is a
high probability that Google will direct you to AMP pages rather than regular
pages, because AMP load instantaneously and the Runtime streamlines the
utilization of available resources.
Unlike Facebook’s Instant Articles or Apple’s
Apple News, AMP pages (although backed by Google) are portal-agnostic and
open-source. They are supposed to be built-in with ads and analytics support.
AMP are accessible from any portal: Google Search, Pinterest, or anywhere
online. In summary, AMP pages are a lucrative alternative to heavy-duty
websites; they display information quickly and render content effectively
without the bulk or clutter.
Go to www.theedesign.com/blog/2016/year-of-google-amp to see the difference between
a normal web page and an AMP page. You can find out more at https://www.ampproject.org/