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Accelerated Mobile Pages (AMP)

Term: Accelerated Mobile Pages (AMP)
Definition: Accelerated Mobile Pages (AMP) is an open-source web framework designed to optimise and speed up mobile web page loading times.
Alternative Names: AMP Project

Expanded explanation: The AMP framework, originally developed by Google, enables publishers and developers to create fast-loading, mobile-optimised web pages. The project aims to improve user experience on mobile devices by using a lighter version of HTML, CSS, and JavaScript, as well as AMP-specific components and features. As a result, AMP pages load significantly faster than their non-AMP counterparts, often within a fraction of a second.

Benefits or importance:

  • Improved user experience: Faster-loading web pages enhance user experience and reduce bounce rates.
  • Better search rankings: Faster page loading times can lead to improved search engine rankings, as page speed is a known ranking factor.
  • Increase in mobile traffic: With the majority of web browsing happening on mobile devices, having fast-loading, mobile-optimised pages is crucial for attracting and retaining users.
  • Higher ad viewability: AMP pages can lead to higher ad viewability and engagement rates, potentially boosting ad revenue for publishers.

Common misconceptions or pitfalls:

  • AMP is only for news websites: While AMP was initially geared towards news publishers, it has since evolved to cater to various types of websites, including e-commerce, blogs, and more.
  • AMP is a Google-only project: Although Google initiated the AMP project, it is now an open-source project with many contributors and partners.
  • AMP restricts design and functionality: While AMP does have some limitations, the framework continues to evolve and expand, offering more flexibility and features for developers to create rich, engaging mobile experiences.

Use cases: AMP can be used for a variety of web content, including news articles, blog posts, e-commerce product pages, and multimedia content such as videos and image galleries.

Real-world examples: Major publishers like The Guardian, The Washington Post, and CNN have adopted AMP to improve their mobile web performance. E-commerce platforms like eBay and AliExpress also use AMP to optimise product pages for faster loading times.

Best practices or tips:

  • Use AMP-specific components: Take advantage of AMP-specific components, such as <amp-img> and <amp-video>, to ensure optimal performance.
  • Optimize images: Compress and resize images to reduce file sizes and improve loading times.
  • Minify CSS and JavaScript: Remove unnecessary characters and whitespace to reduce file sizes and improve performance.
  • Utilise AMP Cache: Use the Google AMP Cache or other caching solutions to further speed up content delivery.
  • Test and validate: Regularly test and validate your AMP pages to ensure they are compliant with AMP standards and to identify any potential issues.

Limitations or considerations: Some potential limitations of AMP include restricted design and functionality, limited support for third-party scripts and services, and the need for developers to maintain both AMP and non-AMP versions of their web pages.

Comparisons: AMP can be compared to other mobile optimisation solutions, such as responsive web design (RWD) and progressive web apps (PWAs). While each approach has its merits, AMP focuses specifically on speeding up mobile web page loading times.

Historical context or development: The AMP project was first announced by Google in October 2015 as a response to the growing demand for faster mobile web experiences. Since then, the project has gained support from numerous technology companies and has evolved to support various types of web content.

Resources for further learning: To learn more about AMP, visit the official AMP Project website and explore the documentation and guides available.

Related services:

Related terms: Responsive Web Design (RWD), Progressive Web Apps (PWAs), Mobile First, Page Speed, Web Performance Optimisation