What is AMP or Accelerated Mobile Pages?

AMP (Accelerated Mobile Pages) is a web component framework developed by Google that lets you create web pages that are very fast and load almost instantly from search. AMP is optimized for mobile. 

When you create AMP pages, you get search engine benefits from Google which results in an improved search rank and hence a speed and an SEO advantage. For more details about the benefits, see this article.

How are AMP pages so much faster?

1)  AMP pages design naturally eliminate or restrict the most common sources of delay and tells the browser how to optimize the view. These restrictions make it hard to completely replicate the look and feel of your pages on a generic theme and requires us to custom build functionality within the restrictions of AMP. 

2)  AMP page content is pre-rendered and pre-cached on Google.  As an example of what this means, consider search. When a user searches on Google , Google instantly serves up the results in an instant and then immediately begins downloading AMP content in the time that a user reads through the results and even before he clicks. So when a user clicks on AMP pages, they seem even faster as critical assets have been downloaded and often feel instantaneous to a user.  

3)  Content is   delivered from servers close to your users minimizing latency. Google gives you access to its cache servers and stores AMP content where your users are. Content is delivered from servers closest to your users minimizing latency. 

AMP pages are easily discoverable by web crawlers and search engines or other referring websites often choose to link to the AMP version of a webpage instead of the standard version due to it's fast speed. 

AMP is a bit complex. Feel free to reach out to us for even more information on the topic.

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