Google Launches AMP Filter

Written by: Jason Bayless | August 31, 2016
You probably have heard the announcements made toward the end of 2015 concerning the Accelerated Mobile Pages project. Google officially was scheduled to launch AMP in February 2016, and now users are exploring its benefits.
What is AMP?

It is a coding platform that optimizes mobile HTML pages to load up to 85 percent more quickly than they did in the past. This increase in speed is beneficial to publishers because people are usually less likely to abandon website pages that have a fast load time. The AMP project is open source, so anyone can use it for free.

Benefits of AMP

On ecommerce sites, shoppers are less likely to abandon a site during checkout if a shopping cart page does not freeze. Moreover, AMP allows website owners to efficiently offer vast amounts of information in short amounts of time.

This fast delivery of content always keeps them connected with viewers who also are their target market. The articles, videos, images and other media also will load instantly from any mobile device.

Furthermore, AMP does not cost a dime to use. Therefore, any marketer can take advantage of it for promotional purposes and to keep the public informed about important issues. In addition, sites with fast-loading pages tend to rank higher in search engines. The same is true of sites that offer the most updated information about important issues.

AMP developers also have access to testing tools that integrate well with analytic utilities. Site builders will be able to see how well their Accelerated Mobile Pages are performing. Fixing bugs resulting from any kind of syntax or system error also is made possible through this open source platform. Users can see what needs to be fixed and apply repairs accordingly throughout routine testing stages.

What Might Need Work

Target audiences might appreciate faster-loading pages. However, at least for now, it could put a damper on making money by way of various types of revenue streams. For instance, publishers might not be able to force readers to view content displayed in script-based widgets. Site owners might not be able to install these scripts that would typically pop out before a reader views content they want to see.

Interstitial ads and other kinds of site takeovers that include ads might also be not allowed with AMP. This could be a disadvantage to publishers. On the other hand, it might force them to rely on information rather than promotion to reach their target audiences.

Another area of concern is the kinds of AMP pages that might be crawled and indexed. Some concern exists that private information used in payment gateways could be compromised. This might require further testing to ensure sites remain secure.

Publishers Currently Testing AMP

It will take time to tell how successful AMP will be. However, numerous online publishers including small and large companies have already tried it. This includes ADFOX, Weborama, Adobe, Google, LinkedIn, Twitter, WordPress and You Tube. Major news outlets such as ABC, BBC, The Independent, The New York Times and The Wall Street Journal also experimented with it.

These companies as well as many more are continuing to make improvements on their AMP sites. Some experiments remain in testing environments while others are already live. During this process, Google is beginning to highlight AMP search results. As with any new technology, however, room for improvement is always needed.

Still, companies who tried AMP seem to think that it has potential. Performance reports also usually show businesses how well their sites are doing. Moreover, companies are continually given information that helps them learn how to adapt their brands according to current AMP site standards.

If you want to try AMP, you might want to proceed with caution for the time being. All the documentation about how to code your site pages is found at the official AMP Project site.