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Google launched its Accelerated Mobile Page plan in 2016 as a way to create an easy to reach framework to create mobile web pages that load fast. The initiative has been designed to enable websites to easily improve speed and user experience (one of Googles top considerations for ranking factor) for mobile users without the need to sacrifice any ad revenue that they may rely upon.

To clarify what AMP means, this list gives a brief overview of what it entails.

How Does AMP Work?

It’s basically a framework to create mobile web pages. It consists of three main parts:

  1. AMP JS: In basic terms this is a mobile framework for JavaScript. It mostly manages asynchronous loading and resource handling. However, third-party JavaScript is not permitted with AMP.
  2. AMP HTML: This has some properties and custom tags alongside many restrictions. However, those who are familiar with regular HTML won’t experience much difficulty adapting any current pages to the AMP HTML. If more details are required on how it differs in comparison to basic HTML, then a great tool is the AMP Project list which provides details on what a AMP HTML page “must have”.
  3. AMP CDN: This is an optional “Content Delivery Network” that will take any AMP-enabled pages on a website and cache them to make some performance optimizations that will allow them to run better.

The whole purpose of the AMP framework was to create an opportunity to give web developers the means to optimize their sites for cleaner, faster and more efficient delivery on mobile. This is necessary because in 2017 mobile accounts for 50.3% of all web traffic generated worldwide and this is expected to soar year on year.

How to Get Started with AMP

If a business hasn’t started with AMP just yet, then now is the time to do so, and these techniques will help lead to mobile optimization success.

1. Create an AMP page with AMP Project

It seems quite logical to begin here. It’s a simple six-step tutorial that introduces the necessary AMP HTML markup, with links out to schema that will make websites more Google friendly. It also features options to that allow websites to look better on other platforms such as Facebook and Twitter.

2. Multimedia must be handled differently

Images should utilize with the custom amp-img element and are required to include an explicit height and width. Additionally, if websites want to make use of animated GIFs, then a separate component of amp-anim is required.

Similar to images, there is also a custom tag that is required to allow locally hosted videos to be embedded via HTML5. This is known as amp-video. However, there is a separate component for embedding YouTube videos known as amp-youtube.

These new features aren’t over-complicated in their use and implementation. It’s really a case of incorporating and planning them into a website design from the beginning.

Remember that in order for Google to detect the AMP version of any website, modification of the original version of the page will be required. It needs to include this tag: link rel=”amphtml” href=””>

3. Integrate AMP Analytics

AMP analytics is very smart and there are two different paths to choose from to allow analytics functionality with AMP for a website:

  1. Amp-Pixel Element: A basic tag that can be used for counting page views as a typical tracking pixel would, via the use of a GET request.
  2. The Extended Component of Amp-Analytics: This component of Amp Analytics is a little more advanced than the amp-pixel. This is useful for implementing analytics on websites because it allows for a higher level of configuration for various analytics interactions.

Benefits of AMP

Improved User Experience

The use of AMP reduces page load speeds which automatically benefits the user experience. The better experience for a user, then the more likely they will continue to use a particular website, return and recommend it to others.

Natural Positioning in Search Engines

AMP promotes positioning in 2 different ways: direct and indirect. By increasing the page load speed, the page gives better user experience (at least in Google’s eyes) which helps it rise higher naturally and it gives an extra boost to the first results by showing thumbnails based on the metadata.

Impact of AMP on Sales and E-commerce

Since 2017, over 2 billion mobile pages have and are using AMP. Studies have indicated that while the general population uses smartphones and tablets for browsing, they still use desktops when it comes to actual purchasing of products. This could be viewed as evidence indicating a preference of desktops over mobile, but that’s not necessarily true. The path to making a sale is a process, from introduction to post purchase and by managing every element effectively of that process, conversion rates will increase across all of a company’s eCommerce platforms.

Other data indicating the benefits of implementing AMP (averages across AMP sites):

  • 20% increase in sales conversion rate
  • 60% increase in pages per visit
  • 10% year-over-year increase in AMP site traffic

These statistics from the Total Economic Impact™ study indicate positive effects of AMP on sales and traffic.

The road to mobile success begins with these tips, so get started today!

Katie Zillmer
Katie Zillmer
Account Director at

Katie Zillmer is the Account Director at KitelyTech. After graduating from University of Notre Dame’s Mendoza College of Business with a BBA in Finance in 2012, Katie took on no less than 7 jobs across 2 continents before finally returning to Chicago and enlisting KitelyTech’s design and development services for her e-commerce business ( Katie was impressed by her client-side experience of KitelyTech’s depth and breadth of knowledge, as well as the outstanding customer service throughout the design and development process. She applied to join the team in 2016 (the ultimate endorsement), and continues to enjoy working with KitelyTech in partnering with client-companies, large and small, to help every business reach new heights through the use of technology.