Accelerated Mobile Pages
Also known as: AMP
Accelerated Mobile Pages (AMP) is a standard and platform for web pages optimized for mobile browsing. Static content is formatted in AMP HTML, a derivative of HTML, using AMP JS, a framework for JavaScript, and a content delivery network.
AMP was developed by Google in response to Facebook's Instant Articles. The goal of AMP is to display Web pages and content to the visitor as quickly as possible after a click on a search result.
To make this possible, pages are loaded on the back end before they are clicked. Only smartphone users get to see the AMP variant; others are still redirected to regular websites. The shorter load time is also achieved by displaying content in a simple layout versus crowded and designed websites that are often caused in part by advertising, widgets and tracking codes present.
Advantages and disadvantages of AMP
In return for directing visitors to a customized Web page, Google promises Web sites that participate in AMP a better ranking. Among the sites using AMP are many news and newspaper websites, or publishers that regularly publish new articles.
Google positions AMP as an extension of its own search engine as well as an open standard. Parties such as Twitter and Bing also link to potentially AMP pages. Critics say AMP is an attempt by Google to increase its influence on the Web and the online advertising market. There would also be plenty of other ways to offer visitors a fast Web site with a pleasant user experience.
