Google Accelerated Mobile Pages

Google AMP Mobile accelerated mobile pages blog ethinking

Google Accelerated Mobile Pages

Posted by Claudia Simon in Accelerated Mobile Pages, Social Media

Google AMP: Accelerated Mobile Pages – should help to improve the loading time of websites on mobile devices. AMP is part of the „Digital News Initiative“ (DNI), a promotion initiative for media by Google and a small flash also recognize the promised speed. Does it work like Facebook Instant Articles and what is behind all this?


What is it in detail?

Technically they use a special HTML version, which Google named AMP HTML. Another component of AMP is the limitation of Javascript. Javascript is essential for interactive web elements, but may slow down the website heavily. By limiting certain aspects of a website it enables reading during charging the content. On Google’s cache servers the content would be optimized again. Images are adjusted for the respective display sizes. By reducing the page size the loading time is four times faster than known mobile optimized pages and consume only one-tenth the volume of data.
To get AMP, an alternate version of a website needs to be created. Unlike Facebook Instant Articles the operator of the website is always in possession of the content, as they remain on their own servers. Google only stores a cache file of an article on their server.


How can I spot Accelerated Mobile Pages?

The articles are accessible on the mobile search of the browser, in a roundabout above the regular Google results AMP Articles are displayed with a lightning symbol.Google AMP Blogbild n-tv


What happens in advance?

As usual the content is entered in the Content Management System (CMS). Through a plug-in or a separate view the article URL is configured according to the specifications of Google AMP, Google recognizes the provided URL and uses the article for the News Carousel. Here eThinking can help you to find the best solution.


Where is advertising placed?

Every page which is using AMP continues their own network and any formats. Advertising is not allowed to affect the user experience. Subscription and services for Paywalls are supported – however – Google concluded partnerships with many technical services to develop solutions for AMP advertising formats.


Which advantage has this new form of publishing?

With AMP, Google wants to make the reader more satisfied and brings the content to the foreground. The mantra is: „Content is King, UX is Queen.“ This simple approach is to enable and provide the content easily and clearly to the reader, without annoying loading times and deflecting advertising. When Articles loads much faster, users read and consume faster too and that suits to the publishers. The IVW online evaluates these necessary data and contributes to the expansion.

My conclusion is, compared to the instant Articles principle it is the same: bring the contents quickly to smartphones. Unlike Instant Articles there is no restriction of the operation system and i´m not in the social network Facebook. The selection of news is open and not reduced to my profile. Selecting the content is also done quite fast and with only one fingertip inside the random it is possible to read an AMP Article from an other publisher. I have got the impression that I am in an own content world with a lot of choices on the same topic.
The limitation of the programming language Javascript which is essential for interactive web elements should be essential and the addressed expansion of opportunities for advertising is inevitable.

We implemented great projects with Google AMP and advice or support you in your project. For Ringier we implemented Google AMP for the portal Together we are working on a review.

Best regards from the Hackeschen Markt

(image source: Google)

10 Mar 2016