11 Mar

Accelerated Mobile Pages (AMP) from Google

Accelerated Mobile Pages (AMP) from Google

A little while ago Google came with the announcement of yet another step in the mobile revolution: Accelerated Mobile Pages (AMP). These are ment to give Google users on mobile devices an even better (read: faster) user experience.

As a website owner you may put the following two words in capitals in your marketing plan for SEO in 2016:

  1. SPEED

Mobile, mobile, mobile!

This video gives you a good idea of the fast developments Google is making in this regard and it makes you realise why you have to really be on top of this:

Reaction to Facebook Instant Articles

Earlier this year Facebook introduced their Instant Articles, also ment to offer content to users much quicker and to get writers/businesses to put their content directly on Facebook instead of their own websites. You can also see this very clearly with Facebook’s Notes.

The disadvantage here is that Facebook gets to decide how your content is formatted and offered to users. Also you are building Facebook instead of your own website, which I personally find very disadvantageous. You make yourself dependable. With the Google solution your content remains on your own website.

What are Accelerated Mobile Pages?

Accelarated Mobile Pagesare super quick HTML variants of webpages. These are ment to supercharge rich content (with text, imagesn video’s, etc) so they load very quickly on mobile devices. Google has rolled out it’s own open source framework to this intent. Take a look at Google’s official announcement of the AMP Project.

Quicker and cleaner HTML?

A page on your website consists of HTML code. This code contains mostly elements that make loading slow. Think about (external) javascripts (almost every WordPress plugin), iframes (like when you embed a YouTube video or a Facebook element) but also images, video’s and audio.

These cluttering scripts and elements are kept out of the AMP pages by Google and are replaced by special amp-elements. Also CSS (which determines the format of your webpage) is stripped in AMP pages. You can look at an AMP as a nude variation of your content.


You send HTML pages to Google, they will transform these into AMP HTML. These pages are then cached and offered to people using mobile search.

AMP Example

All blogposts on Sem-Express are also available in AMP variation. Check the AMP version of this article >>>

Test it yourself!

AMP Zoeken in GoogleYou can test this by opening the Chrome app on your mobile device and then visit http://g.co/ampdemo . Then look for the New York Times or Obama for instance to see this in action.

AMP in WordPress & Twitter

Google is working very closely with Twitter, Pinterest, WordPress, Adobe en LinkedIn and more for this project.

WordPress has already started to build on this initiative. They have started the development of plugins you can use to send your AMP content to Google.

Want to learn more about how to keep up with all the changes to make your website count in 2016 and make it your VIP sales team member? Contact Sem-Express today or schedule a call to speak with one of our specialists to get your website and business ahead of the curve.


Categories: SEO

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