Notice this lightning symbol on Google Search Results, this is what it is !
First of all if you never heard of this term “Accelerated Mobile Pages” aka AMPs . Let me tell you Google started this open source project to make the web faster , not just search results but other websites too. And if you are thinking it is the thing that google does in mobile browsers to optimize webpages that you see many times , it not that.
You will see a small lightning symbol with AMP written below the search results for all the sites that have AMP compatible webpages.
How does it work ?
This makes all the websites like news portals which usually don’t have forms and other heavy back-end processing load much faster. Twitter, Pinterest, WordPress.com, Chartbeat, Parse.ly, Adobe Analytics and LinkedIn are among the first group of technology partners that have integrated AMP HTML pages.
Google says that AMPs also helps save data and they use 10 times less data than the non-AMP page. According to Google, the average time it takes for an AMP page to load from Google Search is less than one second.
On Wednesday, 12 Oct. Google announced that it has started rolling out AMPs in India . In an year there are more than 600 million webpages have been published . According to Google more that 700 thousand websites are fully compatible with AMPs. Aaj Tak, NDTV, The Indian Express, and Zomato are already using AMPs.
Comparing ad performance on AMP and non-AMP mobile pages across 150 publishers found that:
- 80%+ of the publishers realized higher viewability rates
- 90%+ of the publishers drove greater engagement with higher CTRs
- The majority of the publishers saw higher eCPMs (Impact and proportion of lift varies by region and how optimized the non-AMP sites are)
Slow loading sites is one of the most annoying things about the mobile browsing. Google says that 53 percent of people will leave a website that fails to load in three seconds or less.
Google is working to improve AMPs to support data entry use cases such as forms and search boxes, support to include various other content formats like news articles, recipes, local listings, product listings. AMP will soon start supporting more web formats.