Wednesday, February 3, 2016

Accelerated Mobile Pages (AMP) : A New Approach to Mobile UI and It's Benefits to SEO

Accelerated Mobile Pages, officially announced last October, is Google’s newest initiative to improve user experiences on mobile devices. Essentially, AMP (Accelerated Mobile Pages)HTML is a strict version of HTML to limit lagging or superfluous elements of a webpage whose main offering is content.

The gravity of the situation can be comprehended by the speculations that AMP is en-route to become the de-facto mobile ranking signal; a lot similar to the responsive web design requirement. As well as the fact that cached versions of the Accelerated Mobile Pages will be hosted on a Gstatic server by Google.

Currently, numerous content publishers and media agencies have harnessed the facility of Accelerated Mobile Pages to facilitate their mobile viewers. The most notable names include the New York Times, The Guardian, El País, Folha de São Paulo, La Stampa and The Washington Post as well as a lot more.
In this scenario, it is essential for almost all online business owners to pay heed to Google’s call to improve mobile user interface.

Mobile Page Speed Optimization 

A page that takes more than a few seconds while loading loses its appeal quite easily; on mobile phones this effect is exponentially increased.
Studies suggest that page load times have a direct effect on the percentage of sales.
From the SEO point of view, Page speed and time to first byte are determining factors for a site’s visibility. Therefore, user experience, business goals and visibility are all greatly affected by load times.

The Features and Specification of AMP - Accelerated Mobile Pages

AMP- Accelerated Mobile Pages comes factory bundled with the best practices for web performance and futuristic features such as asynchronous calls and lazy-loading on components, no FOUC (flash of un-styled content) effects, in-lined CSS, minimal JS usage, a minimal tracking footprint and a default CDN for scripts.
Beside these, using Accelerated Mobile Pages(AMP) gives caching features for mobile pages and processing for scripting. In fact all of those features that are required for fast rendering pages are set by default:
  • All components have width and heights declared to prevent repaints and FOUCs during asynchronous loading
  • AMP only allows specified Java Scripts and only one file that contains the bulk of it
  • Minimal HTML with a couple of new tags to minimize components
  • Only the most essential CSS is allowed

SEO Advantage For Using Accelerated Mobile Pages (AMP)

Since an Accelerated Mobile Pages is a related version of a regular page, declared canonical. Search engines do not list both pages. Only the canonical page is indexed, unless or until a search is performed on a mobile device, in such a case, the link juice will again be transferred to the main page.

For detailed analysis of the Accelerated Mobile Pages initiative and a comprehensive introduction; checkout the full blog post at Pyxel - Web Design Company.