#Søkemotoroptimalisering (SEO)

What about Accelerated Mobile Pages - or so called AMP?

Wondering what AMP is? Read on and you will learn what it is, the limitations and the benefits of implementing AMP.
So what is AMP?

AMP is a Google backed project with the goal to provide static content faster for mobile users by pre-rendering the page in Google Search. AMP HTML is a stripped down version of your normal webpage source code, which means that JavaScript features which are not part of the AMP library will not work.

If your website changes on user behavior, AMP in its current version will not work.

Publishers who chose to create an AMP version of their content, still need a regular web version of this page with a <link rel="amphtml" link in order for Google to find the AMP content and set a <link rel="canonical" on the AMP version pointing to the desktop version. Google will then cache the AMP content and serve it on its Search Result Pages from gsatic.com instead from the real publisher’s URL or domain. In theory, companies like Google, Twitter, Pinterest, and LinkedIn could host the AMP content, so the publisher needs to create only one AMP version.

AMP is rolled out in projects like Facebook Instant Articles, where Facebook pre-renders the publisher content within their news feed and allows a much quicker responds time when opening the page compare to a standard mobile browser.

AMP and its limitations:

AMP HTML is designed to improve site performance and reduce loading times. Which means that the page code is stripped down and results in some visual limitations.

  • A stripped down version of CSS

  • Images will be loaded with lazy load function, meaning they only load when they appear in the view

  • Only AMP library will be allowed and not custom JavaScript.

More information can be found on the AMP Project page: https://www.ampproject.org/

Integrating AMP:

Some CMS providers are providing functional AMP plug-ins like WordPress, Drupal and Magento, just to name a few. If one use another CMS or a custom made CMS, we suggest to implement AMP.

Benefits of AMP:

AMP pages load faster and provide a nice starting point for your website visitors. If your business objective is that visitors read your content, then AMP is the way to go. If your purpose is to sell products or services online, AMP product pages will be served much quicker. However here one should consider the limitation of dynamic and user behavior depending content.

Besides AMP ready webpages will get a head start in Google’s mobile search.