The latest in Google AMP update

The worldwide web is quickly evolving, and companies like Google are always trying out new ways to promote fast rendering and performance of website pages across devices. Today, the search engine has an open source platform which is built on AMP HTML to help webmasters create light pages that load with incredible speeds on mobile.

So, why does Google AMP matter?

It matters because there are at least 40% of all website visitors who will not wait more than 3 seconds for your site to load. 40% is too large a percentage to ignore. What is more, if visitors keep abandoning your site on mobile because it’s painstakingly slow to load, then no one is going to see your ads or brand message, thanks to the dropping page counts.

Still speaking of page views, Google AMP is ensuring that AMP traffic can be quantified and analyzed the same way visitors browsing regular pages are recorded. In fact, AMP has an inbuilt native support for GA, although webmasters will still be able to use partner platforms like Adobe Analytics, ComScore, and Chartbeat to analyze user stats.

Google AMP guidelines and basics

This is a stripped down version of a web page to suit mobile browsing. This means some HTML elements have to be modified or removed to speed up how other elements are rendered across mobile devices.

Take note of these interesting requirements as highlighted in the recent update

– CSS elements must be in-line
– Images and other external resources should state their HTML size
– Javascript elements must stay out of critical paths
– All Javascript must be AMP supported, no user-generated ones
– All scripts must be asynchronous
– All style elements must be limited to a size of 50KB

Also, it’s important to note that AMP pages cannot be viewed on desktop devices since they are created solely for mobile device usage.

AMP in production

Right now there are some large organizations and news outlets using AMP pages to enhance their mobile experience to increase their page count.

These include the New York Post, Entrepreneur, Washington Post, The Verge, Next Web and so on. Browse any of these sites and you will realize that a typical 5MB desktop page with over 200 requests is stripped down to 380KB with only seven applications on mobile view. You can see that this is quite a humongous difference. The pages should therefore not have trouble loading with lightening speed on mobile devices.

Finally, in as much as Google AMP has multiple advantages, it has drawbacks as well. For instance, if you’re not a developer, trying to implement it will only add layers of complexities to your work. It should make sense spending that time optimizing your current mobile responsive template instead.

Use GTMetrix free speed tool to find where you can improve overall website speed!