In just 20 years, Google has gone from being a company that was forged in a garage to a giant worldwide. It is the leading search engine and one of the most valuable brands in the world. Your objective has not changed; aims to show the most relevant results according to very defined criteria.
Google is the result of a constant evolution and vision since both the users and the information they need have changed. Therefore, there have also been improvements in the search functions.
What is the AMP project?
It is the acronym for Accelerated Mobile Pages (web AMP), a platform for improving the performance of web pages on mobile devices. It is a new great opportunity for the media as an option against native content and those proposed by other platforms such as LinkedIn Pulse or even Facebook Instant Articles.
AMP currently obtains between 10 and 15% of the total publication search traffic. It belongs to the so-called open source technologies and allows both collaboration and improvements by users on a daily basis.
Definition of AMP
It is an open source initiative, implemented by Google, which favors an optimal visualization of websites on any mobile device. It is the right solution for the mobile first initiative, promoted by search engines that prioritize the positioning of pages designed for mobile devices.
AMP ensures that the loading of websites is quick to facilitate the user experience.
This project is an evolution of the designs adapted for mobile due to the use of the CDN in the project, which cache the content and serve it from there.
Characteristics of an AMP website
Surely right now you are thinking about if you should then incorporate it into your site, right? To help you get out of doubt, let us tell you that Google has it in mind when positioning and ranking websites in searches.
Mobile visits reach almost 50% of all visits, that is, if you do not implement this technology as soon as possible you are clearly losing positioning since Google takes it into account when classifying web pages.
An AMP web gives priority to loading images and texts, eliminating CSS or Javascript, and is based on the following characteristics:
AMP HTML: Its main purpose is to originate websites lighter than HTML, whose use is limited to certain labels that are authorized in the specifications. Some have their equivalent, like the image that is transformed into img-amp, but the frame, for example, would be prohibited.
AMP JavaScript: Exactly as it happened with AMP HTML since this platform has the appropriate JavaScript procedures for these to work correctly. In this way, AMP greatly limits the use of JavaScript in its libraries.
Use of caches when using the CDN of the AMP project: It makes it easier for this type of server to get the AMP sites, certifies a correct implementation and if it is positive, the response is saved in order to be able to serve the user as efficiently as possible. No external resources are used because what is intended by validation is that the resources are served from the source using HTTP 2.0.
Pros and Cons of working with an AMP website
By having an AMP website, everything that makes your page go slower is eliminated; we talk about animations, forms, and all the CSS.
Having this technology is really useful in the case of blogs and news pages. You can redirect some of the pages of your website since the AMP implementation is not recommended in 100% of the cases.
Advantages of this technology
The main one is that the loading speed is less than one second, and it reduces three times compared to a version without AMP. It offers a more fluid and attractive user experience.
It reduces the bounce rate since it tends to occur mainly due to the loading time of the sites.
It provides flexibility, which translates into greater performance.
Problems with this technology
One of the biggest drawbacks that you can find in the use of this technology is that it does not support forms. As we have seen previously, it only improves the loading of news websites. Due to this, PPC advertising can be reduced, since most clicks will go to news, which will be the best position.
If you do not insert the <rel = "amphtml"> tag, you may have SEO penalties for duplicate content.
Many designers are not supporters of the use of this technology because there are no external style sheets and Javascript, so the user experience adapted to the philosophy of the brand can be diluted.
Another drawback is that the amp-analytics extension has errors in the console and at the moment the buttons and social widgets cannot be used.
The AMP project for users
We have seen how this type of web pages affect the work of companies and businesses. How it affects you and what advantages it has for your website or your blog. But this also affects users.
On the one hand, the load on mobile devices will be much faster, thus offering users a much better navigation experience than they had until now.
On the other hand, Google's personalized news feed feeds through blogs and media that use AMP technology. If users show interest in your sector and use an AMP website, you will have the possibility to appear in your Google news. Especially with a good SEO and fulfilling all Google requirements.
To know if you need to incorporate AMP technology to your website you have to take into account the type of page you manage, as well as knowing, almost perfectly, your buyer persona. To do this, perform an analysis of your site will help you make the most appropriate decision for you. There are two things that are important to note: first, if you have a news website, you can find it really useful to implement this web amp technology and, on the other hand, that it is an initiative of Google, which will make its use help you. The position between your first results.
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