AMP is an online publishing format developed by Google as a competitor to Facebook’s Instant Articles. It is similar to HTML and is optimised for mobile web browsing. Using special code, AMP-HTML is intended to help webpages load rapidly when clicked in the Google search results pages, though results have varied. Pages are cached in Google’s AMP cache, which, Google claims, allows them to be served even more quickly.

AMP was first announced on October 7, 2015, and, after a technical preview, the service was launched to web users in February 2016.The technology has received widespread criticism that it represents an attempt by Google to further exert dominance over the web.

How Does AMP Work?

Essentially a framework for creating mobile web pages, AMP consists of three basic parts:

  1. AMP HTML: A subset of HTML, this markup language has some custom tags and properties and many restrictions. But if you are familiar with regular HTML, you should not have difficulty adapting existing pages to AMP HTML. For more details on how it differs from basic HTML, check out AMP Project’s list of required markup that your AMP HTML page “must” have.
  2. AMP JS: A JavaScript framework for mobile pages. For the most part, it manages resource handling and asynchronous loading. It should be noted that third-party JavaScript is not permitted with AMP.
  3. AMP CDN: An optional Content Delivery Network, it will take your AMP-enabled pages, cache them and automatically make some performance optimizations.

When you create mobile pages on the AMP format you get:

  1. Higher performance and engagement: Pages created in the AMP open-source project load almost instantly, giving users a smooth, more engaging experience on both their mobiles and desktop.
  2. Flexibility and results: Businesses have the opportunity to decide how to present their content and what technology vendors to use, while maintaining and improving KPIs.

Benefits of Accelerated Mobile Pages

  • There’s a significant correlation between site speed, page views, and mobile search engine rankings.
  • One thing that you have to remember is that whenever a particular web page loads up quickly, mobile browser users will view more pages on the site, thereby reducing bounce rate.
  • When bounce rate is reduced and onsite experience increases, Google will reward the page. You shouldn’t be surprised to find AMP plugin pages ranking higher than non-AMP’s.

The 3 core components of AMP:

  1. AMP HTML:

    AMP HTML is a subset of HTML for authoring content pages such as news articles in a way that guarantees certain baseline performance characteristics.

    Being a subset of HTML, it puts some restrictions on the full set of tags and functionality available through HTML but it does not require the development of new rendering engines: existing user agents can render AMP HTML just like all other HTML.

  2. AMP JavaScript (JS):AMP JS is a library for fast rendering of AMP-HTML. This library implements all of AMP’s best performance practices and manages loading of the custom tags mentioned above, all to ensure a fast rendering of your page. To see how AMP JS works in more detail, you can go to components.
  3. AMP Cache:AMP CACHE is a proxy-based content delivery network for delivering all valid AMP documents. With AMP CACHE is possible to improve page performance automatically because it loads the document, all JS files and all images from same place that use HTTP 2.0 for maximum efficiency. Also AMP CACHE comes with a built-in validation system which confirms that the page is guaranteed to work, and that it doesn’t depend on external resources, like third-party JavaScript or external links.