It’s been just about a decade of time since the internet on mobiles became common and affordable to the masses. Gradually the usage grew as the rates of using it dropped. By the middle of 2015, Google inferred that in 10 key countries, Google search on mobiles has increased considerably; and by the end of 2016, several studies concluded that the overall internet usage on Mobile devices outgrew that on desktop devices. It was 51.2% on mobiles and 48.7% on the PCs.

Thus, it became important to stay on top of mobile SERPs. But this can’t be achieved with only one activity, i.e. optimizing your website for mobile devices. Mobile users spent a lot of their time online and more than half of them will leave the site if it fails to load in the mobile browser inside three seconds.

A joint project from Google and Twitter addressed this slow loading issue as they developed AMP. It taps into open sourced technical components which increases the usability and speed of web pages and also keep the integrity and quality of them for the mobile visitors.

So what exactly is this AMP?

AMP stands for Accelerated Mobile Pages. You can think of it as a diet version of HTML. Without sacrificing on any ad revenue, publishers can create fast-loading mobile pages because of AMP. Websites can retain their ad networks and ad formats which do not bring down the user experience. The AMP platform is open source, enabling the publishers to spread their content on the open web without getting restricted inside an app.

The difference in page load time is considerable. Normal web pages take about three seconds to load in a mobile browser, but an AMP web page will take less than half a second to load! This much saved time can be used for engaging the users.

What constitutes an AMP?

AMP is made up of three parts:

• AMP JS: AMP JS is a JavaScript framework exclusively for mobile pages. It takes care of resource handling and asynchronous loading.

• AMP HTML: It has customer properties and tags, apart from that it is similar to the usual HTML. To know more in details, you can read the AMP project’s required markup.

• AMP CDN: It will cache your AMP pages and will make some performance optimizations.

In a Nutshell:

• You will need a streamlined version of CSS for AMP

• AMP is like HTML, but with some limitations, although you can use some HTML tags and other things like forms.

• AMP provides a separate JavaScript library for the pages to use. It gives features like lazy loading in which an object is delayed to load until a time when it is needed in lazy loading. One example is of images, they will not load until scrolled into view.

• JavaScript does the optimization in AMP pages, CSS3 does the styling and the pages are cached for faster loading on the mobiles.

• If you want AMP, that means you want speed and readability over anything else.

• One inherent and important feature of AMP pages is heavy caching. Google can host AMP pages and also the actual content there itself without the need to fetch it every time.

The reason to name the article title as ‘Future of Mobile search’ is that AMP still hasn’t become active completely, i.e. for the whole of mobile internet. It is still not suited for every website and page type. The developers are working hard to make it universal and surely in the future, it will be at the forefront of mobile internet.

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