Accelerated Mobile Pages (AMP) is an open source initiative between publishers and technology to improve the mobile content ecosystems for publishers, consumer platforms, creators & users. AMP are designed to load instantaneously. Research shows that bounce rate can be as high as 58% for pages which take 10 seconds or more to load.
With the increase in mobile browsing & users looking for local reviews, news stories & others, search engines & social networks are working on improving the mobile user experience. I think the AMP pages by Google & its partners is a right step in this direction. While Facebook is going ahead with its “Facebook Instant articles”, which is in a way similar to AMP, but lead by Facebook & is available within its ecosystem.
For Ex: As Shown in the Screenshots below, a normal webpage of NYT article on “North Korea” took around 10 seconds to load on my Moto G phone while the AMP version of the same page took less than a second.
AMP Working Mechanism - AMP is just like any other HTML page, but with a limited set of tech functionality governed by the open source AMP. AMP will load in any modern browser or app web view prioritizing speed to provide a faster experience for users. AMP files can be cached in the cloud & by the third parties. The project is open to all players in the ecosystem - publishers, consumer platforms, and creators initially it includes. Platforms like twitter and Google, tech players like ChartBeat and WordPress.com and publishers like Vox, The New York Times, The Guardian and Globo.
Advertising on AMP – As Advertising is the bread & butter of publishing & any other site, AMP also provides Ad formats which load fast, safe & effective for users.
Current Status- Google has Started Including AMP Content in Mobile Search Results. Web pages created using the new AMP technology may now appear in a dedicated “Top Stories” section at the top of search results pages & highlighted with a green lightning bolt icon. News stories, videos, blogs, photographs, GIFs & others can use Accelerated Mobile Pages.
Benefits of AMP
1. It is Open Source. Hence open for development by all.
2. Makes Mobile experience easier with faster loading of pages
3. Easier for publishers, developers & advertisers with open source & support by World’s largest search engine, Google
4. Results already showing up in Google & users are expressing positive reviews for the AMP pages