AddThis Academy

An ever-growing library of resources to help you become a better online marketer.

What is AMP and Why Should I Care?

What is AMP and Why Should I Care?

If you’ve heard the term “AMP” lately, you may wonder what the heck is it and why should I care?

AMP stands for “Accelerated Mobile Pages,” and they could just change the entire website experience for you and your website’s visitors.

Whew! That’s a pretty tall order. So, what’s all the fuss about?

Well, think about how long it takes some pages to load. We talk a lot at AddThis about page speed, and how important it is for your users to have a quick and easy experience on your website. Not only is it factored into SEO rankings, visitors may not wait around and head to someone else’s website instead!

We’ve mentioned before that Kissmetrics did extensive analysis on how load times affect visitor behavior, and note that just a 1-second delay in load times can drop conversion by 7%.

Now imagine that 7% multiplied by every step in your conversion funnel. Small time frames can mean big losses when everything is considered.

Improving Page Speed

AMP aims to help solve this page speed problem. According to Moz, the original idea for AMP comes from a project via Google and Twitter, creating really fast mobile pages—it’s basically a stripped-down form of HTML.

In technical terms, the reason why AMPs are faster than normal HTML pages is because the HTML is cut back, images don’t load until you scroll to them, and JavaScript does all that for you. So, pages load quicker and visitors to that page get an overall better site experience.

Origin Story for AMPs

Search Engine Journal reports that on February 24, 2016, Google officially integrated AMP listings into its mobile search results. At that point, pages started making AMP coding appear within special places in the search results and/or with a special “AMP” designation.

You may have seen AMP in the top of Google search results on your mobile phone. Here are two examples of what they look like:

click to zoom

According to Digiday, after Google launched the open-source AMP with news publishers, they extended it to all publishers.

Digiday also reports those AMP pages now power other parts of Google’s ecosystem, including its mobile news app Newsstand and content suggestions in Google Chrome, plus sites such as  Reddit, Twitter, LinkedIn, and Flipboard.

AddThis and AMP

Learn more about creating your AMP page or install the AddThis Inline Share Buttons to make your content shareable!

What is AMP and Why Should I Care?
4 (79.35%) 31 votes

Was this article helpful to you?

Last modified:  July 24th, 2018