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Glossary – AMP (Accelerated Mobile Pages)

AMP (Accelerated Mobile Pages)

Nikiforov Alexander
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What is AMP?

AMP (Accelerated Mobile Pages) is a technology aimed at speeding up the loading of web pages on mobile devices. Developed by Google in collaboration with other tech companies, AMP helps reduce mobile internet traffic and provides faster navigation on websites. The project is open-source, allowing anyone to use, modify, and distribute it without violating copyright.

The technology is primarily used on content-heavy sites such as blogs and news portals. However, in recent years, AMP has also been applied to web applications, social media, and email newsletters, expanding its functional capabilities.

Advantages of AMP Technology

AMP addresses numerous issues related to performance and user experience:

  • Increases loading speed: AMP pages significantly improve response times, making website interaction more comfortable.
  • Enhances interface interaction: Accelerated pages limit the number of ads and use a simple design, allowing users to quickly find the information they need.
  • Increases conversion: Google favors fast sites, which contributes to higher rankings in search results. This, in turn, increases the likelihood of users completing target actions, such as filling out forms or subscribing to newsletters.

How Does AMP Work?

AMP pages are optimized using simplified HTML and a special set of components:

  • Limited feature set: AMP pages do not support complex scripts and plugins, which helps reduce loading times.
  • Caching: AMP pages are cached on Google servers, allowing users to return to previously loaded content more quickly.
  • Image optimization: Images are automatically compressed for faster loading, minimizing quality loss that is imperceptible to the eye.
  • Preloading: Google preloads AMP pages while the user is browsing search results.
  • Fast hosting: Optimized pages are hosted on high-speed servers.

Drawbacks of AMP Pages

Despite numerous advantages, AMP pages have several drawbacks:

  • Limited design flexibility: AMP offers a limited number of templates, leading to a uniform appearance of pages.
  • Restrictions on ad blocks: The technology reduces the number and types of ad blocks, which can negatively impact revenue.
  • Restrictions on using third-party scripts: Some scripts, such as Google Analytics, are not available for use on AMP pages.
  • Two versions of the site: Each page requires the creation of a separate AMP version, which demands additional resources.

Creating AMP Pages

There are several ways to create AMP pages:

  • Code modification: This complex process requires specialized knowledge and skills, and is often performed by developers.
  • Using plugins: For popular CMS platforms like WordPress, Drupal, or Joomla, there are plugins available that simplify the AMP integration process.

For example, to install AMP on WordPress, you need to:

  1. Install and activate the AMP plugin through the console.
  2. Go to the plugin settings and configure its functionality, including uploading a logo, connecting analytics, and modifying the design.
  3. Check the display correctness of the pages and their indexing in search engines.

After activating the plugin, all URLs will have AMP versions, and they can be checked by adding /amp/ at the end of the page address.