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!
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.
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:
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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
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Last modified: July 24th, 2018