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Oct 13

AMP: The Future of Mobile Browsing

By zealousys

If you consistently scour the internet to stay updated with the latest content, lately you might have noticed the search engine snippets (Top Stories) containing a small tiny icon featuring a ‘lightning bolt’ followed by a piece of text spelled “AMP”. AMP is the acronym for ‘Accelerated Mobile Pages’.www-google-co-in-search-biw384bih640eiryd_v7_hocv5vat1irtqawqnarendramodioqnarendramodigs_lmobile-gws-serp-3-0i67k1j0l4-5712-11725-0-12486-20-17-0-8-8-0-618-6480-3-8j4j3-15-0-0-1c-1

So, what is AMP?

AMP is a Google-backed project intended to become an open standard for any web publishers to deliver super-fast mobile pages.

And, how it is different from Responsive Web Pages or Mobile Friendly Pages?

A responsive web page or mobile friendly page is the same page of the website displayed in a different layout optimized to work across a range of devices such as desktops, laptops, tablets, smartphone etc. However, an AMP page is a lightweight web page designed to load super-fast across mobile devices. In fact, there is a minimal adaptation in the latter case.

How does AMP work to achieve super-fast load times?

Oh boy! That includes a lot of detail, but it is no rocket science. In this post, we will cover an overview of what makes AMP so efficient:-

No author-written JavaScript

-Custom AMP elements (AMP HTML tags)

-Third party JS is allowed only in I-frames

Page-Layout precedes Page resources (images, video, I-frames, animation)

-Layout renders before resources are loaded (with a single https request)

-AMP uncouples document layout from resource layout

All CSS must be inline or internal and size-bound

-No external CSS to delay page rendering

-Minimal style recalculation

Resource loading is prioritized

-Important resources like text are loaded first

-Lazy resources are loaded late but pre-fetched as soon as possible

Why is AMP the future of mobile browsing?


AMP Load time comparison for the following page:-


[Tool in use: GTMetrix]

“The average mobile user starts scrolling on a website 13 seconds after content begins loading. Desktop readers instead, scroll down after 24 seconds.”

This is where AMP nails it!



Speed is a relevant factor in which Google ranks web pages. It is not explicit, but AMP’s focus on speed and ease of use will indirectly impact web page rankings.

Google Content Delivery Network


Google AMP Cache fetches the AMP pages, caches them in the cloud and improves their performance automatically through its content delivery network.

Better Engagement


Millions of devices which are still running on a 2G network will get faster access to the content they seek. As a result, AMP will drastically reduce the bounce rates due to long load durations.

The Bad

Implementing an AMP compliant page leads to 2 different documents of the same content. However, this can be addressed by using relevant <link> tags with their respective ‘rel’ and ‘href’ attributes.

For Example,

For the regular HTML document:-

<link rel=”amphtml” href=”https://www.example.com/url/to/amp-version.html” />

For the AMP-HTML document:-

<link rel=”canonical” href=”https://www.example.com/url/to/non-amp-version.html” />


At present AMP is essential for 3 kinds of content publishers i.e. news-websites, bloggers and e-commerce applications.

For example, E-bay already has over 8 million products on AMP pages and likewise the Washington Post was able to increase returning users by 23% post AMP implementation.

AMP is fast, smooth and has the potential to disrupt the web. So, are you ready to warp across the cyberspace?


For developing AMP compliant pages, connect with us at info@zealousys.com 

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