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Accelerated Mobile Pages

Accelerated Mobile Pages - AMP

Learn about AMP, its benefits and see if it is for your business.

Accelerated Mobile Pages Mobile, AL

What is the Accelerated Mobile Pages project?

The (AMP) Accelerated Mobile Pages Project is an open source code initiative based on an extremely lightweight HTML framework which aims to reduce load times of web pages dramatically on mobile devices. The technology was announced in 2015 and rolled out on February 24, 2017. The source code is available on the coding site GitHub where developers can share and contribute their ideas.

The required mockup for an AMP HTML document:

  • The doctype <!doctype html>.
  • A top-level <html > tag or (<html amp lang="en">).
  • Contain <head> and <body> tags (They are optional in HTML).
  • A <link rel="amphtml" href="$SOME_URL" /> inside the canconical (regular HTML version) document (if one exists).
  • A <link rel=”canonical” href=”$SOME_URL” /> tag inside the AMP HTML document that points to the regular HTML version or to itself if no such HTML version exists.
  • A <meta charset=”utf-8″> tag as the first child of their head tag.
  • A <meta name=”viewport” content=”width=device-width,minimum-scale=1″> tag inside their head tag. It’s also recommended to include initial-scale=1.
  • A <script async src=””> tag as the last element in their head (this includes and loads the AMP JS (runtime) library).
  • Contain the following in their <head> tag: <style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz-animation:none;-ms-animation:none;animation:none}</style></noscript>

What are the benefits of AMP?

Accelerated Mobile Pages will offer users a faster experience on smartphones and tablets. AMP pages can load up to 85% faster than standard mobile-friendly pages thus delivering content at near instant speeds. AMPs prioritize loading speed and improved content caching over other functions typically seen in mobile-friendly pages.

At this early stage, it is hard to say what the benefits of AMP will be, but two rumored SEO benefits are pages will have a “fast” label in the SERPs, and the other is the label may boost rankings. Google has not explicitly confirmed this but did reiterate the importance of page speed.

How do Accelerated Mobile Pages work?

AMP HTML is a stripped-down version of HTML code that prioritizes speed and caching of content. AMP pages are just like any other HTML page and load in any modern browser. AMP is a composition of AMP HTML, AMP JS (the runtime), and Google AMP Cache. Google's cloud service is available cache for use for free by anyone wanting to display AMP content in their environment. AMP caching is the storing of web page copies for quicker access. Limitations of AMP HTML include: disallowing certain HTML elements, no JavaScript except for the AMP Project runtime, no forms, no external stylesheets, and the inline (on-page) style tag is limited to 50kb.

Is AMP for Me?

So far, our research shows the AMP Project's site explicitly focuses on "publishers." Conversely, the platform is evolving quickly we are excited to see the potential AMP holds for other types of content. Non-news based websites should carefully monitor Google’s strategy and view this as an opportunity to make a business website more relevant. We anticipate AMP to become a standard, and once consumers experience the speed of AMP HTML, they will expect the same with all of their mobile encounters.

Considering the investment required to implement AMP is relatively minimal we encourage you to become an early adopter of this exciting technology. You can reap the benefits of faster loading speeds on mobile devices and use AMP HTML as an entry point to send visitors to your full site for an overall good user experience.

Gulf Coast Website Design (GCWD) is AMPed ; we are currently implementing our very own AMP HTML pages for our website. Our decision to jump on the bandwagon is due to the fact Google Search Console > Search Appearance > is looking for Accelerated Mobile Pages on your site and there is already an AMP Official WordPress Plugin; we see these as a sign of things to come.

To learn more about the AMP Project visit the site at

Accelerated Mobile Pages (AMP)

Are you ready to get AMPed?

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Gulf Coast Website Design GCWD

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