AMP or Accelerated Mobile Pages is an open-source framework created by Google to speed up the mobile web. It allows you to create two different versions of your webpage, a HTML and an AMP HTML page or just one AMP HTML page.
AMP is just like a HTML page, but with a limited set of allowed technical functionalities. By taking advantage of various technical and architectural approaches that prioritize speed to provide a faster experience for users.
This framework fits perfectly in Google’s growing mobile-first approach, meant to help users find information with less irritation.
With this in mind you know that AMP pages will get better ratings from Google, even when Google is saying it won’t prefer AMP pages over non-AMP pages, Google already takes speed as a factor for their current ranking-scale. Earlier in 2015, Google even began testing ‘slow’ warnings next to websites with a long loading time.
Google’s theory has always been that the faster the Web is, the more searches people will do and the more advertising they can show.
And they are right, speed matters in today’s internet. People don’t have the time to wait for a page to load or for a mobile experience to be anything more than a few seconds. Speed, power and control are key ingredients to maximize your mobile reach.
But there is a catch in this story. Certain HTML tags are banned and every third-party
script other than JSON will be disabled. So no analytics package, no ads as you know them or other tracking-scripts, no custom events, …
The banned HTML tags, like img, video, audio and iframe need to be replaced, to have a amp-prefix, for example <img /> will be <amp-img />.
The CSS is also strictly limited. Among the banned CSS properties are the animations and custom fonts are allowed but constrained.
So in the end your are trading in open web standards for Google standards that don’t line up perfectly with yours. You also need to set up two parallel versions of your pages and make tradeoffs for better and for worse. Its a step back from web technologies as we know them.
But there are lots of clever ideas here, and it’s understandable why this would help improve performance and user experience is important.
Note: The framework is not jet optimised for ecommerce pages. At this point it is only for publishers of static content.