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What are AMP Pages?

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What are AMP Pages?

Read time 15 min read
What Are Accelerated Mobile Pages

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Way back in 2015, when mobile was seeing rapid advancements, Google and Twitter introduced the AMP project. Giving mobile web pages a means to load almost instantly.

However, AMP’s open-source frame-work had its detractors. Companies considered AMP as a subset of Google and a way to exert further control from its already monopolistic clout. In 2018, Google’s AMP project moved to open governance, avoiding signs of favoritism.

What are AMP pages?

Fast loading web pages equate to the modern era’s gold rush. Every statistic bears out; speed is integral to attracting visitors, web page success, and e-commerce triumph.

  • 40% of visitors to a mobile web page move on if a page takes longer than 3 seconds to load. Every one-second delay reduces visitor count by 11%.
  • Ecommerce site making $100,000 per day means the loss of one second equals $2.5 million per year of lost sales.
  • AMP strips away old and bulky HTML code, so pages are lean and fast loading. Pre-rendering pages in the background gives an effect of an instant page load.

What Are Accelerated Mobile Pages

(Neil Patel) Example of AMP pages

Accelerated Mobile Pages and SEO

Google AMP infused mobile websites target one thing, massive growth of mobile users. Obvious benefits include less data consumption and a better performing server. Here are a few other advantages.

  • Accelerated mobile pages enhance ads and analytics. AMP code offers higher viewability rates.
  • AMP was designed explicitly to give mobile websites instant page loads.
  • Improved page loads offer better bounce rates.
  • Websites infused with the AMP protocol look excellent on any browser. Web pages are accessible across multiple devices.

AMP and its Effect on SEO

Faster page loads have become a vital ranking factor in Google’s algorithm. Speed will be a subset of Core Web Vitals in 2021. Google claims a page with AMP has a less than one second load time, making this feature well within standards.

AMP infused web pages rank higher in mobile search rankings. The protocol does not force users to scroll vertically. With proper formatting, AMP pages show in a horizontal carousel for easy swiping. This feature gives AMP pages better visibility. A lightning bolt icon in the corner of SERP results designates the page as AMP infused. This declaration helps improve page views.

What are AMP pages?

Webmasters who use long-form content to cultivate relationships find AMP is ideal. Statistics bear this out; people who click an AMP page are more likely to engage.

Dynamic content is a part of Google AMP. Even though much of the HTML code is stripped away, AMP pages have plenty of content that can be displayed. Social sharing, video, and audio are all part of AMP’s feature set if formatted correctly.

Google Analytics supports AMP pages and asks the question; is AMP a ranking factor?. The 800-pound gorilla for online analytics has adopted a vigorous acceptance of AMP. Compare AMP and non-AMP pages for analysis and see how different content loads in the browser. Track page views, clicks, and other statistics Google supports.

Click-through rates are improved when a mobile page loads instantly. Every significant content management system features plugins for AMP software.

Protocol Issues need to be Fixed

Ecommerce has not yet seen the broad benefits of AMP. Focus is on articles and long-form content and supports the best AMP websites. This limitation does not lend itself to questions and answers customers may ask. Ecommerce sites must have an extensive article base or blog to benefit.

Opt-in forms are not part of AMP’s ecosystem. Until this critical feature is developed successfully, AMP cannot generate leads and other forms of customer interaction.

AMP must have perfect HTML. Google does not cache AMP pages unless they are entirely free of errors. Hire a professional or study HTML to get around this problem.

Neil Patel gives webmasters the current line on AMP, “In a nutshell, pages that are AMP-optimized rank better and faster and they most certainly convert more mobile page visitors into customers.”

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Future of SEO and AMP

It is too soon to tell whether AMP will be an integral part of SEO’s future. There are plenty of industry insiders who say even SEO will not exist in five years.

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Is AMP a Ranking Factor?

AMP has been steadily growing since its adoption in 2015 and 2016. However, the buzz dropped, and it is beginning to hit mainstream status. In 2017, the protocol was used on 900,000 websites and over 2 billion pages. In 2018 those numbers went to 31 million domain and five billion pages.

W3tech shows AMP is growing at a 70% clip, which is impressive. AMP continues its steady output of new features, and AMP itself looks healthy. The protocol is here to stay, and its evident effects on SEO will only get better depending on whether SEO remains useful.

Did you know? Webmasters experience a 23% increase in speed within a week of implementation.

What is AMP?

Many have questioned the relevancy of SEO. Insiders believe social media and much of SEO’s benefits will merge. Facebook averages over 1.5 billion searches per day.

What is AMP, and How Do Accelerated Mobile Pages Work For SEO?

Page loads and user experience are improved because AMP strips away bulky HTML code. AMP prioritizes user experience over everything else.

How to create AMP pages:

According to Amp.dev, execution requires the following steps. Each of the actions below represents a vital succession in the process of delivering AMP in all its many forms.

Each of the following can be a step closer to SEO success for webmasters, marketers, and individual visitors to the site. When AMP is fully developed into an ad or website, Google sees the protocol and its effect on each page. Speed is integral to success.

AMP User Experience, Page Rendering, and Page Load.

AMP allows only asynchronous javascript. Programming language can block page rendering and DOM construction.

It allows certain aspects of JS under AMP rules. Third-party JavaScript can be used in iFrames as long as it does not affect rendering. Embedded JS, under certain conditions, are permitted.

Resources are statically sized. AMP loads a layout of its page without waiting for additional resources such as images, or advertisements. A single HTTP request is used to render a full document layout.

External elements must state size before AMP downloads resources. AMP has been configured to avoid style recalculations and layout in a browser.

Extension Mechanisms Can Not Block Page Rendering. AMP allows third-party extensions like Instagram and Twitter. Additional HTTP requests are granted as long as it does not affect page rendering.

Custom scripts tell AMP there will be a tag for the main layout. AMP creates a tag before it knows what the contents will be.

Third-Party JS Are Restricted From the Critical Upload Path. Java Scripts use an asynchronous loading technique along with additional scripts. These preferences slow down page load considerably.

Third-party scripts are allowed only in an iFrame sandbox. This restriction method keeps multiple scripts from blocking main page execution. DOM restricts layouts and recalculations by size, making the entire process quick.

CSS Must Be Loaded Inline and restricted to size. It restricts cascading style sheets to 50kb Maximum. This configuration allows for plenty of sophistication. However, webmasters must practice good coding.

CSS pages become bloated. AMP removes multiple HTTP requests from the rendering path, caused by CSS.

Fonts Must be Efficient When Triggered. Desktop and mobile web pages are continually waiting for large fonts to download. Browsers must wait to download inefficient fonts until it finishes other assets.

AMP features async attributes for JS and style sheets, and may download without waiting. There are no blocking HTTP requests from a browser.

Recalculations for Style Are Minimized. Each time a script, image, or ad is downloaded with a specific layout, browsers must recalculate. This inefficient process takes time and increases server load.

AMP requires all DOM requests to happen first, ensuring there is only one recalculation.

GPU Accelerated Animations. Layer optimizations are handled by the GPU, such as moving and fading. However, GPUs cannot update the layouts of a page. The GPU hands this process over to the browser, slowing everything down.

Combatting this issue, AMP only permits transitioning and animating, so it does not require a layout.

Loading is Prioritized for Resources. AMP controls the entire process of layout and resource loading. Lazy load resources are pre-fetched, with AMP resources downloading only what it needs to enhance user experience.

Advertisements and images are prioritized and downloaded first if they are likely seen by the user. Resources above the fold and quick scrolls have priority.

Lazy-load resources such as images are pre-fetched early. However, they are loaded last. This technique lightens CPU load because it shows only resources seen by the user.

Pages Are Loaded in an Instant. HTTP requests, when made by a user, become fast when a new API is used. Instant loading is enhanced by pre-rendering resources. When a user selects a page and then navigates to it, pre-rendering makes the page already available. Capacity and CPU resources are used heavily with pre-rendering configurations. AMP confronts both issues by pre-rendering only above the fold. It renders only those resources not expensive to the CPU.

AMP Web Experiences And SEO

Webmasters and AMP websites recommend using HTTPS rather than HTTP. Even though HTTPS is not a requirement for an AMP document, many of its features, such as images and fonts, use a more secure protocol.

AMP pages examples are faster, rank higher, and give users a better online experience.

Many pioneering webmasters are finding alternative ways to integrate AMP with non-AMP resources. For example, rendering external websites into a native mobile app by matching URLs to corresponding AMP URLs.

What is AMP, and How to Create AMP Pages?

AMPHTML is a subset of HTML, yet it does not require a new rendering engine. There are a few restrictions on tags and some functionality, but that is all. It is possible to upload AMPHTML into a server, just as a webmaster would do for regular HTML. However, AMP serving systems provide additional benefits.

  • AMP serving system would optimize some of the following web elements:
  • Image references sized to the viewer’s viewport
  • Inline images visible above the fold
  • AMP enhances CSS variables
  •  Preload components
  • Minify HTML and CSS

This process helps give webmasters predictable performance from AMPHTML.

What Are Accelerated Mobile Pages

(AMPHTML Code, Line Engineering)

Accelerated Mobile Pages WordPress

The world’s most accepted content management system has fully embraced the AMP protocol. WordPress.org features hundreds of plugins for AMP. Applications represented at WordPress.org are the Official AMP plugin to schema and markup data.

Accelerated mobile pages on WordPress can now be embedded into the most download SEO and feature plugin on the website.

A few of the popular choices:

What Are Accelerated Mobile Pages

AMP Web Stories (Search Engine Land)

The web story format is visual content for the internet. Fast loading full-screen web experiences create engaging interactions for users. These resources are free and can be embedded across the internet without being restricted to a closed ecosystem.

Accelerated mobile pages let users specify the file type of the user’s network and browser. AMP page examples provide marketers the use of rich media, gifs, videos, and pictures. AMP allows facts and figures with different font colors as an additional feature.

What Are Accelerated Mobile Pages

(Optimized vs. Non-Optimized, fynydd.com)

Configure ads to progress through a story automatically. When finished, the AMP video can specify page turns based on the marketers’ speed preferences. Provide social sharing links and other connectivity buttons on any page for enhanced SEO.

Immersive web stories are the perfect channel for unique and engaging SEO advertising opportunities.

AMP-enabled Web Stories feature the following benefits:

  • Quickly created content from AMP web stories is engaging and interactive. From a technical perspective, production is smooth with the best AMP websites.
  • Branding and editorial freedom is a fundamental feature of AMP Stories. Web stories come with flexible layout templates.
  •  Linkable and shareable content. Web stories are part of the open web ecosystem.
  • Analytics capability for monetization gives marketers the ability to track and measure each step.
  • Web stories are AMP-enabled and fast loading.
  • AMP Stories is a modern way to reach existing customers with Immersive content and interactivity.
  • Stellar advertising, a fresh way to reach new customers.
  • Web Stories offer the webmaster a new and exciting way to monetize a website.

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AMP Ads

Accelerated mobile pages have changed the way webmasters serve ads to customers. AMP ads are lightning-fast with minimum disruptions for the user, increasing viewability, and click-through rates.

AMP has been accepted by webmasters to deliver fast and engaging advertisements to its customers. Fast ads are the quickest way to boost performance and click-through rates. AMP improves performance by pre-rendering and intelligent design features.

What Are Accelerated Mobile Pages

(Marketing Land) AMP Ads

Traditional HTML technologies have become slow and bloated, making ads slow to load. Using AMPHTML to build faster ads helps webmasters build value for their customers.

AMPHTML ads are delivered only after validation. This feature ensures ads are free of malware. It can serve AMP ads on either AMP or non-AMP pages, making them intriguing for webmasters across the web.

Did you know? 53% of mobile visitors will leave pages that take longer than three seconds to load. (martech series)

Significant SEO Benefits to AMP Enabled Ads 

  •  AMP ads load 5x faster than non-AMP with the inherent benefit of increased revenue. AMP frame-works make certain ads behave as coded.
  • AMP ads maximize return on investment and are free of malware. Become recognized as a company that supports the security of the AMP ecosystem.
  • Reduced ad complexity when using the AMP protocol. AMP is straightforward to use, becoming a turnkey standard in the advertising industry.
  •  End-to-end user control because AMP ads and websites belong to its creator and no other person. Only the owner can change the ad once AMP validates it.
  • AMPHTML lets users measure exact viewability. Using a data-loading strategy, advertisers can manipulate higher engagement from readers.

AMP provides a way for publishers and webmasters to serve faster, more engaging content. Faster page loads provide more click-throughs.

AMP Email and SEO

No other form of communication is essential to people and businesses than email. Each hour billions of emails are sent, businesses must get noticed. AMP provides dynamic features to modernize the fabled email message.

What Are Accelerated Mobile Pages

(AMP Email, Marketing Land)

AMPHTML allows marketers to bring vivid images and rich text features to every communication sent. AMP Email enhances the user experience with dynamic content to keep customers safe.

Blazingly fast emails can be sent to popular clients, including Gmail and Outlook. The benefits of interactive AMP Email are enormous.

  • Personalization; efficient use engagement allows for interactivity within the message.
  •  Interactive experience; include features such as carousels and accordions to keep users engaged.
  •  Secure and safe; security is not limited by third-parties, making AMP email inherently safe. Each email component must be validated before AMP continues.
  • Scalability; AMP email is simple to add to messages and works on any client.

Using Amp in emails will make the user feel they are really interacting with a web page. Marketers are free to build enhanced email messages that will trigger a reaction. They should have no concerns for malware and client acceptance.

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FAQ’s

AMP significantly speeds up web pages by enabling cache

AMP works with all platforms
The same AMP is the same for desktop and mobile

Yes, on sites implemented with AMP, pageviews have increased.
More conversions and lower bounce rates

Increases mobile speed to encourage more content rich web pages with pictures and videos.

Minimizes the usage of regular HTML code, and introduces the quicker and less bulky AMPHTML code.

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Author Bio:

Daniel Urmann is the co-founder of Diib.com. Over the past 17 years Daniel has helped thousands of business grow online through SEO, social media, and paid advertising. Today, Diib helps over 150,000 business globally grow online with their SaaS offerings. Daniel’s interest include SMB analytics, big data, predictive analytics, enterprise and SMB search engine optimization (SEO), CRO optimization, social media advertising, A/B testing, programatic and geo-targeting, PPC, and e-commerce. He holds a Master of Business Administration (MBA) focused in Finance and E-commerce from Cornell University – S.C. Johnson Graduate School of Management.

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