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AMP – Accelerated Mobile Pages – Definition and Pros & Cons

AMP – Accelerated Mobile Pages – Definition and Pros & Cons


Accelerated Mobile Pages, or AMP, is a multiplatform coding project created by Google in 2016 to aid websites in loading more rapidly on mobile devices. It works by stripping down pages to their most crucial parts & storing a cached version on Google servers, which permits them to deliver content promptly.

Accelerated Mobile Pages formation collaborated with many developers, publishers, distribution companies, websites, and tech companies. However, the ultimate goal of accelerated mobile pages was to improve loading speed and user experience. Remarkably, numerous associated challenges have prevented AMPs from gaining a better hold as a web page model.

Methodology of AMP (Accelerated Mobile Pages):

AMP extracts your pages using optimized HTML code. Therefore, the pages load faster as it removes HTML code tag manager aspects that would decelerate the page.

It succeeds by using a stripped-down version of HTML and streamlined CSS, optimizing content for quick loading. Accelerated Mobile Pages controls the use of JavaScript and requires all resources to be sized in advance, reducing the likelihood of slow or unresponsive pages.

Additionally, Google caches Accelerated Mobile Pages content, serving it directly from their servers to further augment load times. Accelerated Mobile Pages is often used for news articles and other content-heavy pages, serving a faster and more user-friendly experience for mobile users without surrendering essential content.

Accelerated Mobile Pages dominates to a 10% increase in website traffic with a double increase in the time spent on the page. E-commerce websites that utilize AMP experience a 20% rise in sales & conversions in contrast to non-AMP pages.

Main Components Of AMP:

AMPs have the following three central components:

  1. AMP HTML is a subsection of HTML designed for creating expedited web pages on mobile devices. It administers firm coding standards, prioritizes content rendering speed, and allows preloading resources.
  2. AMP JavaScript: JavaScript is partial and controlled to preserve fast page loading. Only nonparallel JavaScript is allowed, and custom JavaScript is generally prohibited.
  3. AMP Cache: The AMP Cache is an intermediary content delivery network (CDN) that anticipates and pre-renders Accelerated Mobile Pages before any user requisition. Accelerated Mobile Pages Cache has a built-in authentication system that endorses a page guaranteed to work. Hence, this prevents the page from slowing down.

Best Practices of [AMP]:

Accelerated Mobile Pages best practices include:

  • Valid HTML: Ensure your Accelerated Mobile Pages adhere to the AMP HTML specification.
  • Minimize JavaScript: Limit custom JavaScript, use async scripts, and count on Accelerated Mobile Pages components.
  • Enhance images and media: Use responsive and lazy loading for faster rendering.
  • Prioritize critical CSS: Inline critical CSS for quicker page rendering.
  • Resource preloading: Use the “preload” attribute for essential resources.
  • Content prioritization: Place important content at the top for speedier visibility.
  • Utilize the AMP Cache: Leverage Google’s Accelerated Mobile Pages cache for faster content delivery.
  • Mobile-friendly design: Ensure a responsive design for optimal mobile user experience.
  • Efficient ads: Use AMP-compatible ad formats to maintain performance.
  • Test and validate: Regularly test and validate your Accelerated Mobile Pages using the AMP validation tool.

Pros & Cons of AMP:

Accelerated Mobile Pages has its share of pros and cons:

Pros of AMP:

  1. Accelerated Mobile Pages load fast, enhancing user experience.
  2. Google may line up Accelerated Mobile Pages in search results, boosting visibility.
  3. Faster load times drop bounce rates and increase user engagement.
  4. Accelerated Mobile Pages design is specifically to increase the number of mobile users.
  5. Google caches AMP content, reducing server load and speeding up delivery.
  6. Accelerated Mobile Pages reduces data usage for mobile users.

Cons of AMP:

  1. Accelerated Mobile Pages imposes strict design and functionality constraints, reducing creativity.
  2. Custom JavaScript is restricted, which can obstruct certain interactive features.
  3. Implementing Accelerated Mobile Pages can be difficult, especially for existing websites.
  4. Accelerated Mobile Pages depends on Google for caching and search results, possibly raising concerns about control & data privacy.
  5. Maintaining both Accelerated Mobile Pages and non-AMP versions of a website can be clumsy.
  6. Not all websites or content types are suitable for AMP.


In conclusion, AMP is an influential framework to optimize the mobile web experience by prioritizing speed & performance. It delivers lightning-fast loading times, reduces bounce rates, and potentially improves SEO rankings, especially in Google search results.

However, Accelerated Mobile Pages firm constraints on design and functionality, use of custom JavaScript, and reliance on Google for caching and search results can be limiting. Website owners should sensibly consider their goals and content type when deciding whether to implement [AMP].

It can be a prized tool for improving mobile user experience. Nonetheless, it may not be the best choice for all websites.

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