Unfolding Technology: Accelerated Mobile Pages

Unfolding Technology: Accelerated Mobile Pages

Over the past few years, the growth on Mobile Internet users have been tremendous and so the content. Content publishers and technology companies started exploring various optimal approaches to deliver content over the web to mobile phones, and that is when Google came up with AMPAccelerated Mobile Pages Project(⚡).

Credits: The Guardian
Credits: The Guardian

What does the project do?

AMP is a model that ensures to speed up loading of pages on mobile devices. The project is handled by Google and Twitter in association with many other tech companies. Accelerated Mobile Pages follows an Open Source Model unlike the Instant Articles by Facebook which also looks forward to achieve the same.

Technically, AMP is a stripped-down version of HTML that uses a very limited set of JavaScript functions. It doesn’t include any author-written or third-party scripts, reducing the delay in loading of the page. It is currently limited to static content, which is found to be plenty on the web.

Wait! You might have a question. How do I implement analytics when JavaScript is disabled?

For the normal users, be happy because No JavaScript = No Annoying Ads. But if you are a website owner or a developer, an approach called “tracking pixels” that uses noscript would let you have basic analytics data. More advanced analytics are currently not supported by tracking pixels. Also there is no limitation on the usage of CSS, which makes its easier to make those mobile pages appealing also.

If you want to validate your page for AMP, follow these steps.

  • Open your page in your browser
  • Add “#development=1” to the end of URL
  • Open the Chrome DevTools console (F12 shortcut -> Console) and check for validation errors
  • If there are no validation errors, then your page is ready for AMP.

In case you are using any CMS(Content Management System) like WordPress, it is important to to implement AMP for your static pages. WordPress already has an AMP plugin to enable the same.

Tests on AMP HTML has shown 15% to 85% improvement in performance of mobile pages, according to Google. This is indeed a great project for all the data-conscious people in the country and the world.

Another advantage of AMP is that Google itself caches the page data on their servers, improving the response time of the data.

Need a demo?  Open this LINK in your mobile browser to experience AMP.

Useful Links:

  1. Excellent write-up, thanks.
    I think, Google’s AMP and Facebook’s Instant Articles are going to be beneficial for everyone except some browser companies such as Opera Mini and UC browser because their compression algos will soon become useless.

    • Yes, exactly! And moreover JavaScript is not unavoidable for many reasons. So it would be easy for such technologies to penetrate to the masses.

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