{"id":25829,"date":"2017-04-27T14:10:16","date_gmt":"2017-04-27T19:10:16","guid":{"rendered":"https:\/\/wpengine.com\/?p=25829"},"modified":"2017-08-17T13:18:32","modified_gmt":"2017-08-17T18:18:32","slug":"what-you-should-know-google-amp","status":"publish","type":"post","link":"https:\/\/wpengine.com\/resources\/what-you-should-know-google-amp\/","title":{"rendered":"How Google’s AMP Is Affecting Mobile Pages"},"content":{"rendered":"

As a business owner or site owner, it’s your duty to deliver incredible online experiences. Part of this includes ensuring that your site\u2019s content is accessible to mobile users and not bogged down by poor site performance. This is one area where Google\u2019s AMP framework is making big waves.<\/p>\n

A Google-led open-source HTML, JavaScript, and caching architecture for serving optimized experiences for mobile visitors, AMP makes mobile experiences better by creating a bare-bones, lightweight form of your desktop page. The AMP framework kills unnecessary backend requests and removes all bad experiences (like pop-ups) to deliver a positive user experience on mobile devices.<\/p>\n

If you’re looking to learn more about Google\u2019s AMP, read on for several things you should know about how it’s affecting mobile pages, its implications, and\u00a0why you should (or shouldn’t) consider it.<\/p>\n

Google is now using AMP to populate search results<\/h2>\n

 <\/p>\n

\"8<\/p>\n

Because AMP is part of Google, and AMP improves the user experience, the search engine is now featuring AMP pages at the top of mobile search results. In terms of traffic generation, you might consider implementing AMP if you want your content to rank higher (and not get left behind in the mobile web speed race).<\/p>\n

There are templates already set up for you<\/h2>\n

\"8<\/a><\/p>\n

AMP delivers several\u00a0pre-established templates<\/a>\u00a0for articles, blogs, and more. Called “AMP Start,” you can easily get a jump-start on the design of your AMP pages without having to start from scratch. The quick-start templates and components are all open source, responsive, and flexible. If looking to create something outside of AMP\u2019s given frameworks, you have ultimate control to alter it up.<\/p>\n

AMP pages are separate from your normal page<\/h2>\n

\"8Because AMP is a completely separate page from the original, you\u2019ll need to use canonical URLs<\/a> to cross reference pages. That way Google will treat it as the same page and not punish you for duplicate content.<\/p>\n

There are two versions of AMP pages you could be running<\/h2>\n

\"8<\/p>\n

The first is AMP self-hosted through your server that uses Google\u2019s centrally hosted JavaScript library. Part of the AMP framework, the centrally hosted JS doesn\u2019t affect the server or domain; rather it offloads that to Google (who also takes care of updating the software).<\/p>\n

The second is AMP cached, which is a copy of your AMP content on Google\u2019s infrastructure. This is one thing to consider \u2014 your content will now be on Google\u2019s CDN, which could be positive or negative depending on where your site visitors are. (Note that the only place Google links to their cache is from search results.)<\/p>\n

Pinterest has seen increased page speed times and less data usage with AMP<\/h2>\n
\"\"<\/a>
Pinterest Engineering wrote on Medium back in 2015 about their experience so far using AMP<\/figcaption><\/figure>\n

Since they\u2019ve started using AMP<\/a>, the social photo-pinning platform has already seen up to four times page speed increases and eight times less data usage on mobile pages.<\/p>\n

By placing the mobile version of your site on a lightweight framework like AMP\u2019s, you can expect media rich items (like photos) to load fast through caching, thus requiring less bandwidth.<\/p>\n

How AMP differs from Facebook Instant Articles and Apple News<\/h2>\n

While they are all frameworks for making web pages, AMP is for everybody while Facebook Instant Articles and Apple News are limited to a specific audience.<\/p>\n

The content you create through Facebook Instant Articles and Apple News is content only to be distributed to that specific platform. AMP is more open and can be distributed off to many platforms, including two we already discussed (Google and Pinterest).<\/p>\n

Is AMP a step backward for mobile?<\/h2>\n

\u201cIt is a step backward in terms of what technology will allow us to do,\u201d said Joost de Valk, Founder and CEO of Yoast who recently discussed this topic<\/a>\u00a0with WP Engine.<\/p>\n

Because of its simplicity and the way it strips a page of complex elements that can detract from web page load times, AMP might seem like a step backward against the innovation of awesome mobile experiences. However, AMP does address the pain point of slow site speed and resources hogging up bandwidth.<\/p>\n

There are situations where AMP is a good fit, yet there are situations where it is not. If your focus is content generation, then AMP can help accelerate content delivery, improve the user experience, and also has SEO benefits.<\/p>\n

When to use AMP (And When Not To)<\/h2>\n

It\u2019s important to remember that before you consider implementing AMP, ask yourself what exactly are you trying to create? If looking to build something robust and feature-rich, AMP\u2019s minimalist framework might not be the best solution.<\/p>\n

But if you\u2019re involved in the production of news, publishing or content pages, this is where AMP shines through its SEO value and delivery of responsive, mobile-friendly pages. You also have the option to section off parts of your site to AMP. For instance, if your site has a blog, you could place it on AMP.<\/p>\n

Hopefully, this has given you some additional insights to Google’s AMP. Looking to learn more? Check out this recent webinar we hosted: AMP for WordPress – The Inside Scoop<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

As a business owner or site owner, it’s your duty to deliver incredible online experiences. Part of this includes ensuring that your site\u2019s content is accessible to mobile users and not bogged down by poor site performance. This is one area where Google\u2019s AMP framework is making big waves. A Google-led open-source HTML, JavaScript, and…<\/span><\/span><\/p>\n","protected":false},"author":114,"featured_media":25972,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,170,143,838],"tags":[],"class_list":["post-25829","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-development","category-internet","category-marketing","category-site-speed-and-performance"],"yoast_head":"\nHow Google's AMP Is Affecting Mobile Pages | WP Engine<\/title>\n<meta name=\"description\" content=\"Google AMP is making big waves. 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