Welcome to the Beyond Indigo Help Desk

Accelerated Mobile Pages (AMP) and What's Coming

There's been a lot of buzz in the industry lately about AMP, or Accelerated Mobile Pages, a new open-source project that Google announced in October of 2017.  The idea behind this initiative was to invite open-source developers from around the Globe to participate in a development project to:  “dramatically improve the performance of the mobile web.” 

Google announced in early 2018, that the roll out of AMP would begin, and we've already been seeing some sites investigate it's capabilities.  The good news is that anyone can use Google AMP to create web pages that are mobile friendly, but the real question is - do you want to?  When so much of what drives clients to your site is the advantage of your own marketing context - its important to understand how significantly Google AMP will limit the content that is being served.

What is AMP and what does it do?

The following definition of AMP is from Search Engine Watch:  "Accelerated Mobile Pages is a stripped-down version of the mobile web which runs on a reinvented version of the language used to create web pages: HTML. This re-imagined version of HTML, known as AMP HTML, strips out most of the elements which cause web pages to load slower on mobile, like JavaScript and third-party scripts."

That being said, it means that there is both a good and bad reality with AMP. 

The good news is that AMP HTML pages will load faster in mobile, specifically getting a boost in Google's search engine rankings thanks to their new more mobile-friendly algorithm introduced over a year ago (known affectionately as Mobilegeddon). 

However, the bad news is that the majority of what a client would consider their own branding is stripped out of the new AMPed version of the page potentially harming what marketers currently depend on to deliver impactful brand messages to users.


Where do we go from here?

Beyond Indigo is currently investigating the extent to which AMP will be introduced with our pages.  While all our sites are designed responsively and perform extremely well on mobile page speed tests, we do want to fully understand the impact before jumping in with both feet.  As we continue to investigate the potential pitfalls and positives of the Google AMP project, we will keep our clients posted on how we plan to adopt the changes. 

If you have any questions about this project, or want to learn more about Google AMP, you can always submit a ticket to the Help Desk where our support staff will be happy to answer your questions.

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