The AMP project is an open source initiative backed by Google, Twitter and Wordpress to name a few, with the aim of delivering instant loading content and improved user experience on mobile devices. The project was first announced in October 2015 and earlier this week Google implemented the lightning bolt logo in search results for pages built using the AMP framework in a similar way to how they used to label pages as 'mobile friendly', which was discontinued earlier this year.
AMP pages are up to 4x faster than a comparable page and will use up to 10x less data, which combined will deliver page load times of under 1 second. Top AMP search page results are displayed to users in a carousel at the top of the page. Once a link is clicked the page is loaded in a Google hosted viewer. The user can then scroll through related stories from the same publisher and close the viewer to return to the main search results page.
AMP page search results and instant loading example
The implementation of AMP content could have great benefits for users, publishers and developers alike. Users get instant loading content whilst using a fraction of the data due to the greatly reduced file size. Publishers could see users read more articles and information, leading to a greater advertising revenue or an increase in leads, and developers have a framework that is open source and accessible making it easy to implement.
Contact us to discuss how we can implement AMP on your website.