Accelerated Mobile Pages–a must have tool for publishers and ad networks


What’s making my website load slower? How do I amp up the speed? The bounce rate is reaching its all-time high! These are a few of the apprehensions that erupt in a website owner’s mind round the clock. If you own a website, whether a publishing platform or an e-commerce portal, you know the gravity of impact that your slow loading content has on the overall traction and revenue of your business. Let’s face it.No one has the time and patience these days to wait for a webpage to load when they can easily find the same information on other platforms that are much faster and user-friendly. So, what are your options? How can you make your content load faster to meet your customer’s expectations?

Image : shutterstock

Here comes Google to your rescue! Google’s Accelerated Mobile Pages (AMP) is an open source platform designed to reduce the time it takes for a website to download on a mobile gadget. This new tool in the market empowers digital publishers with the weapons they need to create content that loads faster, no matter where.

A tool for publishers and ad networks

This unique platform was launched by Google in October, 2015. Created on AMP HTML with the purpose of delivering pure readability and pure speed, this platform is touted as Google’s answer to Facebook Instant Articles and Apple News. AMP HTML is designed to strip down most of the unnecessary elements of a website, such as third party scripts and JavaScript, which cause web pages to load slower on mobile. Google boasts that AMP webpages can load 15 to 85 percent faster than the non-AMP counterparts. In laymen’s language, you can expect to see the AM enabled webpage load in less than a second, as opposed to a the regular 3 three to 4 four seconds.

SEO benefits of AMP

Greater visibility:With AMP, end users get better experience, while you enjoy good ranks in the mobile search engine result pages (SERPs). Google’s carousel displays AMP pages on the top in the search results, which means your site can be featured among some of the best businesses in the industry. In short, your website gets a greater visibility than before through AMP.

Monetisation friendly: Most content generationwebsites thrive on advertisements. No matter how much it annoys readers, it is their bread and butter. The problem starts when their income generating model makes their website extremely slower. Hence, adding to the bounce rate.The design of this unique platform has kept ad monetisation in consideration. Fasterrendering pages mean more pageviews per session, which means users see more ads as a result. Consequently, users will not have any reason to install ad blockers on their phones.

AMP and analytics

Theonline marketing universe cannot function without analytics. Through analytics, you can determine the effectiveness of your marketing campaigns for all or specific targets. AMP lets you track your visitor counts, the conversations where your webpage or business was mentioned, the clicks your links received, visual engagement, if any, etc. In short, you get clear data of your website’s performance that will help you strategize better in future.


Given the advantages that AMP enabled websites have over non-AMP ones, this new tool by Google is here to stay. If you want your users to spend quality time on your website, this is the tool to help you achieve your targets. The process is a little intense, but allow yourself to ease into it and your web-business will do just fine.Better, actually!


Updates from around the world