HomeMoreAccelerated Mobile Pages - The Future of the Fast Mobile Web

Accelerated Mobile Pages – The Future of the Fast Mobile Web

A fast-loading website is a key factor in the success of your website. About 50 percent of all visitors leave a website directly for more than three seconds. Three seconds sound at first rather little, but are crucial in the mass of offers on the Internet! And who does not know: When searching for and loading information on the Web is your own patience usually very short. That’s where this new project, supported by Google, comes in: AMP, Accelerated Mobile Pages. Here I explain to you what exactly AMP is and what advantages and disadvantages it brings.


AMP is conquering and revolutionizing the web world. Because it allows loading a website in less than 1 second, even with a weak mobile network connection. How does it work? By saving bytes at each end and loading asynchronously content. In plain language: Scripts and other content on the page visited are loaded with a delay, and only when they are really needed or move into the visible area.

At the same time, HTML components are reduced to a minimum and foreign JavaScript is completely “banned” to ensure fast loading time. If you do not follow this, the page will not be displayed as AMP in the search results. This has advantages and disadvantages: Firstly, you have an unbeatable speed, on the other hand, you have to cut back on the development and construction of the site. Here I have to say clearly: Better more conversions with a simpler design instead of time-consuming development and fewer conversions. A simpler design puts the focus on the essentials, whereas excessive gimmicks tend to distract from it. In addition: The project AMP is in active development. Almost weekly new optimized components are added.


Unfortunately, there is no button that turns a normal website into an AMP site. AMP is also mainly intended for mobile devices only, so also “Accelerated Mobile Pages”. The principle of an AMP page is similar to that of the early Mobile Web: there are a desktop version and a mobile version of the page. The AMP version in this case corresponds to a Mabinogi Mobile, somewhat stripped down and thus faster loading version.

Nowadays, responsive design is used, which makes one page appear correctly on all devices. AMP creates a separate page in AMP-HTML, which links to the original HTML page via a so-called Canonical tag. Google automatically detects that there is an AMP version and outputs it in mobile search results. Duplicate content is therefore not an aspect to be considered, as long as one translates this point. You can recognize this on the “flash” in Google’s mobile search results next to the URL:


Those familiar with HTML and CSS can familiarize themselves with the AMP documentation and start building with just a few keystrokes. For WordPress, there is a special plugin that automatically outputs AMP pages. However, these should be urgently redesigned as they are always printed in the same design that almost certainly does not match the design of your desktop version.


For news sites, recipes, blogs, and other shops AMP is very well suited, because just here unnecessary gadgets can be dispensed with and the accesses of mobile devices are particularly high. But that varies from case to case. It also depends on which components are urgent to be retained on one page. Some of the greats of the media and digital world have in any case already risen to the Accelerated Mobile Pages train: eBay, for example, relies on AMP. The Washington Post increased its recurring visitor rate by 23 percent and reduced article load time by 88 percent compared to traditional mobile web design with AMP.

And for the SEO’s among us: So far, AMP is still not a ranking factor, but that could change in the future. Because it can already be seen that AMP increases the page views because users now know that the page loads faster. The trend is likely to continue, and it’s worth switching now before the competition takes advantage of it.


Like most things in life, AMP sites have drawbacks, if you would like to see it this way: it’s a Google-sponsored and supported project that helps the search engine further develop its influence or supremacy on the Internet.

AMP Boilerplate

AMP is based on a so-called “boilerplate” for HTML. This expands ordinary HTML, the language of the WWW, with additional code and components or, as in the case of AMP, exchanges normal HTML for AMP HTML. For example, to be able to display ads and videos on his site, and still have a valid AMP page that Google displays in the results, you only need to use AMP components. Now is search engine advertising but Google’s main source of income. Theoretically, Google could create a monopoly by allowing only YouTube videos and Google Ad-Sense advertising. Meanwhile, other providers of these areas have been implemented. For me, however, this is a point not to be ignored, since it must be played exactly according to Google’s guidelines. And despite all the love for Google: The Internet thrives on many different ideas and approaches.

AMP in Favor of Speed

Another point of criticism from me is also that this is a unification pushed forward. Which leaves little room for other creative ideas. What kind of internet would it be if every page looked the same or very similar and changed only the logo, the color, and the text? Great adjustments will not allow AMP in favor of speed. At the same time, diversity on the internet is partly lost. For me, as a person who loves design and likes to go new ways. This is a cage that limits you.

On the whole, however, I still see positively in the future of AMP. And I am sure that the developers are aware of this and will counteract accordingly. According to the current situation. It looks like the makers are trying to make a variety possible without sacrificing top speed. Anyway, I wish – and many others also determined – that the time of long waiting times when loading websites will end.

I hope that I could provide you with a good basic understanding of Accelerated Mobile Pages through my article. What do you think of AMP? Do you have any questions, additions, or any other opinion on the subject? Let me know in the comments.



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