AMP (Accelerated Mobile Pages) is an open-source framework designed to enhance the performance of web content on mobile devices. Developed by Google originally as a competitor to Facebook Instant Articles and Apple News, AMP aims to provide a faster and more efficient browsing experience for users accessing websites via smartphones and tablets.
The core principle of AMP is to streamline HTML code and restrict certain functionalities that can slow down page loading times. It does this as it’s a simplified version of HTML known as AMP HTML, alongside optimised CSS and JavaScript frameworks. Pages built using AMP load significantly quicker than standard mobile webpages. This rapid loading time not only improves user engagement but also reduces bounce rates. While implementing AMP can yield substantial advantages for mobile usability and SEO performance, it requires careful implementation, follwoing the guidelines set by the framework. Websites must ensure that their non-AMP versions remain functional alongside their accelerated counterparts.
