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Fetch Digital Marketing Agency - Google AMP

Google AMP

  • December 19, 2018
  • 11:25 pm
  • Fetch Digital Editorial Team

Google AMP (Accelerated Mobile Pages) were setup to make mobile browsing lighting fast.

The Google AMP (Accelerated Mobile Pages) Project was setup to significantly improve the speed of mobile browsing whilst maintaining usability and UX.

Web design and development has resorted to responsive webpage design for solutions to cater for as many devices as possible. This practice has increased webpage sizes dramatically meaning all devices download all content. This approach has made the weakest devices suffer, mobiles. Significantly more resources, assets and code are loaded into pages that are displayed on mobile with most of the downloaded items being of little use to a leaner mobile browsing experience.

Enter Google AMP.

Content published in the AMP format has near instant loading. This is achieved by the following:

  1. Asynchronous JavaScript Execution.

  2. Sized resources allowing pages to render before external content & assets are downloaded.

  3. Removes third party JavaScript resources out of critical path.

  4. All styles must be in a single stylesheet tag within the webpage (minimising block rendering).

  5. Only animations that are GPU accelerated are accepted.

  6. Prioritising resource downloads so the most important resources get downloaded first.

By introducing the above guidelines page performance is dramatically improved and all the while maintaining user experience.


Prerendering API.

Perhaps more critically than these guidelines Google has also developed a super efficient method to serve this content. Google have developed a new API ‘Preconnect‘. This API allows page rendering even before a user initiates the request! So by the time the user navigates to a webpage it is likely to have already been downloaded! AMP content is optimised to further enhance this pre-rendering only above the fold light weight resources.


Do Google AMP pages help SEO?

The question everyones asking, so to answer this question simply, of course they do! The benefits of using AMP pages are two fold:

  1. Users can clearly see if a page they are about to navigate to been built to the AMP standard.

  2. Google may use this as a ranking factor but currently this effects SEO indirectly, AMP content receive more page views, shares and such like which all benefit SEO.

Discuss your Google AMP needs today

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