We all know that even a second delay in page load time can have detrimental effects on our bottom line. When we treat performance as a product user experience is improved and revenue is heightened, Recently, however, this has become most pertinent to the mobile web. More people are accessing the web via their mobile phones than with any other device; mobile performance needs to be speed and dynamic.

Recognizing the growing importance of mobile performance, Google created the AMP project. But what is AMP and how does it work with WordPress?

What is AMP (Accelerated Mobile Pages)?

The Accelerated Mobile Pages (AMP) project is a publishing format created by Google to enhance site performance for mobile website users. AMP pages are specially designed for Google search users to quickly load website pages without using any extraneous data.

This project was created in response to unresponsive or slow mobile sites. Without AMP, mobile sites often are impacted negatively by the need to monetize. This need overwhelms the site resulting in slow loading times, content that has been displaced by ads, and a bad user experience. Organizations with mobile sites need to devote a large development team and excessive resources to keep the sites running at an acceptable speed which can be costly and cumbersome.

WP Engine recently commissioned a study on the importance of mobile performance for the enterprise, check it out here.

How is AMP Made?

AMP is built using three core components that, together, yield a super fast mobile experience: AMP HTML, AMP JS, and AMP Cache. AMP HTML is a restricted subset of HTML. The restriction enables the HTML to work better with AMP JS and AMP Cache. AMP JS is a JavaScript library that implements AMP’s best practices for performance and resource loading. AMP Cache fetches AMP pages and caches them. This improves page performance by delivering the document in a way that doesn’t depend on a round trip to the publisher’s origin. AMP Cache also validates pages, acting as an investigator, to ensure that only AMP pages are displayed to users.

AMP provides huge financial and time-saving benefits to organizations because these are existing frameworks that most developers have substantial skills in. This also ensures that customizability isn’t lost in the process. Actionable items such as CTAs and social sharing are still capable within the AMP interface.

Why AMP and WordPress?

A faster site improves SEO. When implemented correctly, AMP significantly speeds up a web page without losing its functionality. This, in turn, produces a lower bounce rate and increases average session duration time on your site. An AMP site for WordPress guarantees a fast site while avoiding many of the usual user experience pitfalls. Additionally, you can do this while retaining the ability to customize the look and feel of your brand on the mobile page. Last but not least, AMP pages are distributed across a variety of platforms. This includes Google, Bing, Twitter, Pinterest, and more.

Powerful Mobile Pages: Genesis and AMP

The Genesis Framework allows WordPress users to easily build incredible, customized websites. When combined with AMP, those websites are just as visually stunning but with a dramatically improved user experience. The AMP plugin makes AMP accessible for all WordPress users. Additionally, users have the ability to customize what parts of their website they want AMP to be implemented on.

For more information on AMP and how to get started using it, check out our demo video below. To get started now, download the AMP plugin for WordPress.

Visit the new product page: amp-wp.org