All You Need to Know about Accelerated Mobile Pages (AMP’s)

All You Need to Know about Accelerated Mobile Pages (AMP’s)

Published on 2016-05-19 by Brad Houldsworth

Most of you will certainly agree with me when I say that 2015 was a complete game changer for the world of web. In April Google rolled out its ‘Mobilegeddon’ update which saw drastic changes across the search engine’s organic SERP’s, in a move which would reshape the web as we knew it overnight. It came to no surprise that in May Google reported that for the first time ever, mobile search queries had exceeded desktop in 10 different countries, including the US and Japan.

It was clear that 2015 was the start of something huge for the industry, since then Google has made countless changes to improve its mobile usability, including voice search functionality on all devices, and introduction of ‘the answer box’ which takes extracts from top ranking pages to try to answer the user’s questions without them having to click onto an external page.

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What Are AMP’s & How Do They Work?

On February 24th 2016 Google took another huge step towards increasing user experience for all mobile users by supporting the use of Accelerated Mobile Pages (AMPs). Currently only used for news snippets by the likes of BBC News & The Telegraph, AMP’s are essentially ‘diet’ HTML web pages made specifically for mobile users. They are lightning fast to load because they are built with a streamlined CSS, standardized JS, limited tags, and are designed to be heavily cached. They also use pre-rendering to speed up load times, this means that it is rendered before the user explicitly states that they’d like to navigate to a page. With this a page might already be available by the time the user actually selects it, leading to instant loading. The aim of using AMP’s is to help users get to content without having to load busy and demanding websites.

How Do AMP’s Look in The SERP?

Similar to how news stories and tweets have been appearing in Google recently, AMP’s appear in a carousel right at the top of the SERP with the option to scroll through by swiping across the screen. The green lightning bolt symbol and ‘AMP’ text are used to identify them.

How Could AMP’s Affect the Web?

Having already affected the way we view the news, there are a number of different ways that AMP’s can impact the way we use the web. The news is now given to us in a much cleaner format, we can read the stories we are looking for without being distracted by hundreds of adverts or spam article links.

A huge positive of using AMP’s is that your articles will commonly be at the top of the SERP if you are posting content that is recent and relative to the user’s search term – a negative however is that users are not actually taken to your website as these HTML files are viewed via Google’s ‘AMP Viewer’. Tracking and analytics pixels can be added to your code as an alternative to the heavy Javascript used by GA, but it is still unclear as to how and whether these pixels will work with Google Analytics.

To find out more about how to implement AMP’s onto WordPress or other CMS platforms, take a look at this blog by

How these type of pages could be used in an eCommerce context is still to be discovered and discussed, but what we do know is that performance and experience are the main drivers for this solution, and if product and brand awareness can be harnessed then AMP’s need to be considered as a channel.

To Conclude…

From a user’s perspective AMP’s are a fantastic and straight to the point, quick provider of news and content, which are heavily rewarded by Google in terms of ranking position. The future of AMP’s could include product pages with pictures and product info that have separate links which take the user to your site to buy the item – this would allow for faster browsing on mobile devices and could change the way we shop on mobile entirely – we have learned already that mobile traffic is commonly seen as ‘browsing traffic’ and with this taken out of the equation, this figure will no longer be around to lower the ratio of sessions to converters.

Another way we could use AMP’s is for static information pages such as delivery information, FAQ’s and terms and conditions pages, as well as blog posts – again we can expect for this to lower actual traffic entering the site, but like the above, this would also lower the ratio of traffic to converters, and so if used thoroughly I would expect this to also see an increase in conversion rates.

Though 2015 will always be dubbed ‘the year of the mobile’ the web continues to change to help the way that we use it, and will continue to follow this pattern with every new device that we encounter. With in-car technology and ‘smart homes’ coming into the limelight – it won’t be long until AMP’s are integrated into your car, or your fridge, or even onto the coaster that you place your morning coffee to give you the morning news as soon as it comes through – It won’t be long before AMP’s are used to give live traffic notifications, read to you by your car.

Why choose Remarkable Commerce?

The digital world as we know it is changing, and at Remarkable Commerce we pride ourselves highly on being the first to adopt these changes and tailor them to provide ground breaking results for our clients.

Contact us now to see how we can help pave your way to online success.