Accelerated Mobile Pages – Google’s Go Fast Web Pages
Google’s New Web Page Coding Push Affects Beyond The Mobile Web
Google’s “AMP Project” is now a real technology to deal with if you are a website owner or in any way involved with inbound marketing. Although there are competitive technologies out there, for Windows and Android, mobile devices and all desktops, AMP is the future as far out as I dare look.
Google Banking On AMP Page Search Engine Page Results
“AMP” or Accelerated Mobile Pages is basically a light weight version of the core web code, “HTML” (hyper text markup language) that is designed to load page content “instantly everywhere”. Those last two words are directly from Google’s digital mouth. Some tests have shown that an AMP validated page can load up to four times faster and uses eight times less data.
A Quick Take On Accelerated Mobile Pages and “Instantly Everywhere”
My take on Google’s statement it intends to deliver content “instantly everywhere” is all searches on Google will yield results including validated Accelerated Mobile Pages regardless if the search is made on a desktop or smartphone. Google’s revenues are dominated by the mobile market and the AMP Project is part of improving monetization across Google all platforms. This isn’t just about the “mobile web” either. The reality is that the Internet now monetarily and statistically focused on the “mobile web” experience. You deal with it or wither away while the rest of the world (i.e. your competition) move on.
When Does The AMP Project Go Live?
This month, March 2016, is when the first benefits of the AMP Project will be available to the world wide web community. Theoretically every website owner that depends on inbound marketing and Google’s search engine, as well as those services that use Google’s SERP, (Search Engine Page Results), should get cracking on an AMP solution for at least new content and be looking how to deliver archived content on AMP-validates pages as well.
“But I haven’t updated my Site In Ages!”
The reality is that most websites are not updated in any way after development due to a lack of performance, budget or both. It is unlikely that most website owners will jump on AMP regardless if there are real benefits. I’d expect that users of well-supported web content management systems like WordPress may get early plug-in based fixes. I’d also expect the cutting-edge “DIY” web design platforms to eventually add premiums that will allow site-wide AMP. (Then again, some of those “DIY” services make responsive web design an optional and costly update even though we are now live in a “mobile first” world.*)
Implications Of the AMP Project On Design
Again, an opinion, but if common sense is applied to Google’s stated motivations behind accelerated mobile pages, you have to conclude that web designers need to lighten up on the “flashing lights” and focus on just enough platform to deliver the content. All you have to do is wander over to Craigslist and see that a simple and actually pretty ugly website can be highly successful. Of course Craigslist is a highly complex application. Furthermore, your site’s design doesn’t have to be void of personality. Instead I’d suggest that going forward, take your site on a diet as you plan on how to implement AMP pages. That means a front and backend purging of function and content related items.
Changes In Design To Think About Now!
In the end, “Content Is Still King”, but Google is signaling that content is going on a diet if you want good search engine results. AMP also begs revisiting the question of certain search engine optimizations practices. As I have mentioned before, if you are still paying for specialized search engine optimization services and your website is either out of date or NOT mobile responsive, you have another reason to redirect that budget. This goes double if you are using any outbound marketing based on any search engine’s keyword auctions. Sort of like paying to update a 1950 Indy race car to compete at the 24 Hours of Lemans. The result might look good, but it will never seriously compete.
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*Every website I have managed since early 2008 has been either mobile-friendly or mobile responsive.