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What is Accelerated Mobile Pages (AMP)?

Learn all about digital marketing, we have built this glossary to help you understand everything to thrive in online marketing and promoting your website or business.

What is Accelerated Mobile Pages (AMP)?
AMP is a tool created to resolve the slow-loading issue of mobile web pages. It's designed to accelerate their functions, thereby boosting user engagement and satisfaction. This open-source framework from Google allows developers to build lightning-fast mobile pages hassle-free, utilizing simplified code, known as AMP HTML.
The primary objective of AMP is to enhance the speed and performance of mobile pages. It does so by stripping down the clutter, including JavaScript and third-party scripts, effectively reducing load time. AMP employs asynchronous loading to ensure a faster, smoother browsing experience on mobile devices.
AMP HTML is a lean version of traditional HTML, with restricted functionality for quick loading. It primarily uses a cloud-based delivery network, AMP Cache, to serve cached AMP pages for immediate load. What makes AMP stand out is its adaptability across browsers and its open-source nature, encouraging global participation and improvement.
AMP’s Role in Digital Marketing
In the era of smartphones, where mobile traffic soars, ensuring a satisfying mobile user experience is essential for any digital marketing strategy. AMP plays a vital role by expediting website load time, contributing to users staying longer and interacting more on the website.
AMP-loaded websites are preferred by Google's algorithm, thus gaining prominence in SERPs, leading to a higher click-through rate (CTR). AMP also amplifies visibility through 'AMP' label in SERPs, encouraging users to choose your website over others.
With reduced bounce rates, higher dwell time, and improved engagement, AMP can significantly increase ad viewability rates, making it a potent tool for ad publishers and digital marketers. Thus, embracing AMP can boost both user experience and website's search engine performance.
AMP Examples
Websites like The Washington Post, Gizmodo, and Wired have employed AMP for their articles, witnessing a significant reduction in load time and increase in user engagement. The Washington Post reported an 88% decrease in article loading time, which led to a substantial boost in their mobile search users.
Using AMP, Gizmodo witnessed a 50% increase in impressions, demonstrating its potential for improving visibility. Wired, not lagging behind, saw a 25% increase in click-through rates from search results, with ads on AMP pages performing better than on non-AMP pages.
Twitter, Pinterest, LinkedIn, and many other platforms have integrated AMP into their apps for their in-app browsers. This move has further popularized AMP, reinforcing its importance in the mobile web world.