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Google AMP (Accelerated Mobile Pages) features, advantages & disadvantages

AMP Project aims to build a framework for web designers to easily create mobile-ready web pages, It enables web pages to load faster, It improves usability & convinces visitors to stay longer on your site engaging with your content, It enables you to get higher rankings, bring in more traffic, and increase revenue, faster load time leads to better engagement that reduces bounce rate and improves mobile ranking.

Accelerated Mobile Pages

AMP means Accelerated Mobile Pages, It is a free, open-source framework that allows you to create mobile pages that deliver content quickly, It consists of HTML, JS, and cache libraries that, thanks to specific extensions and AMP-focused properties, accelerate load speed for mobile pages, even if they feature ‘rich’ content like infographics, PDFs, audio or video files.

Google AMP is an open source aimed at improving the speed and user experience of the web for mobile users, It serves pages with the most minimal HTML and JavaScript, So, the content will be hosted on Google AMP Cache, Google can serve the cached version to users instantly when they click on your link in the search results.

AMP is a version of your site’s mobile pages, It displays content but gets rid of all the elements that take a toll on your site’s speed & performance, AMP project allows publishers to create content that loads instantly on mobile devices, It sits separately from your ‘normal’ HTML content and use a special syntax within the source code, which is designed for leveraging cloud-based caching as well as a pre-rendering mechanism.

Google AMP

AMP offers much faster mobile web experience, AMP Project reports seeing Speed Index improvements of between 15% and 85%, AMPs help navigate between content easily, Google has recently added AMP tracking to Google Analytics and webmasters can find an AMP section within Google Search Console.

AMP advantages

AMP offers faster load speed, better UX, and lower bounce rate, AMP is easy to install as well, All you need to do is to add a line of code below “canonical” in your page’s header, AMP allows you to get your site ready to mobile-first index, Simply select high-priority pages, then place several additional tags and a line of code, Don’t forget to test your pages using Google’s Structured Data Testing Tool.

AMP ties your site to Google, Without the cache stored on Google’s servers, you don’t have any mobile pages at all, The AMP Project can improve the mobile internet experience for users, AMP is beneficial to businesses and organizations with an internet presence, Page speed has increased in importance as a ranking factor for website, This means quick AMP page is a boost and a great advantage in search ranking.

Building pages to a mobile standard would help your website rank better in Google SERPs that are governed by mobile-readiness, Getting pages to load within five seconds seems to have the most positive impact on user engagement and conversion, which is especially handy if you run an e-commerce website or a site that makes most of its revenue from ads.

Google’s Accelerated Mobile Pages (AMP) Project has reshaped the way we surf the internet and consume content via our mobile devices, Because webpages running on the AMP format load directly from Google’s servers and are built with a stripped-down version of HTML, AMPs load incredibly fast compared to traditional mobile pages.

If a significant portion of your traffic comes from mobile searches, Adding AMP will improve speed and maintain your SEO, The increased loading speed of AMP content comes with a host of benefits, Visitors are more likely to engage with content and make purchases on pages when they know the process will be quick and hassle-free.

Using AMPs won’t automatically increase your page or domain authority, AMPs are eligible to be displayed in Google’s “Top Stories” carousel, but if you create an AMP on a frequently searched or hot topic, your content can potentially jump to page one of a Google search.

AMPs enable visitors to navigate through the content on your page, Visitors will be more likely to leave comments, watch embedded videos and follow links when they aren’t distracted by the clutter typically found on non-AMP pages.

Google AMP can speed up pages through Google’s caching of AMP content, So, Publishers can modify URLs to serve content directly from the Google AMP Cache, It comes with a completely free CDN, Publishers that have implemented AMP are seeing increased traffic, This is likely to be linked to Google’s increasing surfacing of AMP pages, alongside users becoming more informed.

Google AMP will conserve server resources, If you get a lot of people on your website from mobile devices you’re going to have less drain on your servers because you’re going to be pulling directly from Google servers, and your website will be very mobile friendly display.

Mobile audience and browsing continue to rise, proper implementation of AMP will result in more visibility to a mobile audience, AMP is a great alternative to responsive design, It will save you all the troubles of mobile optimization, More and more website publishers are turning to AMP to drive more traffic.

The highlight feature of Google AMP is its ability to speed up the loading time of the websites even in slower connections, Web pages which are Google AMP-enabled consume only fewer data, As the websites which are enabled by AMP load faster, AMP will help the site to be improved in the search engine results.

The AMP HTML format does not allow popup ads and the like, or some other customized formats that publishers have in place, 70 ad tech providers have integrated with AMP, video and custom ad formats are supported, and there’s more on the way.

Google AMP results show up prominently in the mobile search carousel, this results in increased traffic, your content may occupy this large area of the mobile SERPs, This is effectively a free CDN (content delivery network), If your site generates immense traffic from mobile, AMP can help in reducing the load on servers and boost performance, This helps in improving server responses and faster load times.

AMP improves website load time, So, AMP pages will be rewarded with higher rankings than others, AMP can increase ad performance & boost CTR considerably, Google saves cached versions of AMP-tagged pages and, whenever visitors access them, simply serves them up from the cache, AMP allows your site to load faster and guarantees better UX, Responsive design is a must-have simply because it is recommended by Google.

Disadvantages of AMP

AMPs contain very little of branding and individuality because load times suffer greatly when web designers use JavaScript and CSS, By minimizing flashy extras, mobile pages speed up significantly, but it puts a strain on your branding and style, The AMP project has prioritized speed over style, AMPs may load with lightning speed, but the lack of design capabilities and interactive features discourage visitors from actively engaging with the content.

AMP makes pages load so fast, AMP pages get loaded through Google cache servers (They are using CDN so create dependency) thus keeps all web pages depending on Google, Since no company can control their server, The pages that appear in search results are held by Google, which means you’re not even serving up the content you originally created, it’s only a copy cached and stored elsewhere.

Although the AMPs themselves may load quickly, any external content on the page is likely to lag behind, This is a big problem when it comes to hosting advertisements, Visitors are likely to scroll past an ad before it has loaded, killing any chance at conversion.

While Google AMP supports Google Analytics, it does not support many other analytics platforms, Same goes for advertising options which are limited to selected few advertising platforms, Google usually sets the standard for quality analytics.

AMP uses a highly limited set of HTML, JavaScript, and CSS, So, you can’t add certain widgets and features to your mobile AMP website, This limits your ability to add smart email, option forms, social interaction, etc, While Google AMP will help you rank higher in Google, site owners can’t do much about encouraging users to subscribe, fill out contact forms, or even buy stuff.

Google AMP does not show your website’s navigation menus, sidebars, or other content discovery features, This causes a significant drop in pageviews by mobile users, The close button on top encourages users to return back to Google search after reading your article instead of browsing your website.

Many websites thrive on user interactions, like social widgets, user ratings, comments, option forms and so on, Google AMP makes it is difficult for website owners to keep users engaged and interact with their content, AMP offers limited functionality, AMP pages will not show any sidebar widgets, posts and much more.

Your viewers are going to see differences if they look at the desktop version and the mobile versions of your website, You need to add good content to all of the benefits that are associated with AMP, or you’re going to have even more difficulties overall.

AMP is not easy to install, If you use a WordPress website, you can always install the AMP Plugin, but it doesn’t work smoothly (at least, if you use conflicting plugins like Yoast or Monarch), You have a single option: Place all the necessary tags and code manually which takes time or you can add Glue for Yoast SEO & AMP.

The mobile site is actually stored as cache directly on Google, If you try to sever that connection you are losing your mobile site entirely, You’re wasting some of the freedom and capabilities you would have without Google in order to get some benefits in the way of user-friendliness and some rankings.

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