In 2015, the average human attention span was eight seconds. (Yes, a goldfish’s nine-second attention span is longer than ours.) Grabbing and holding someone’s focus is harder today than ever. If your website takes too long to load, you’ve lost your audience. Google AMP is here to help.
Google’s speeding up mobile page loading across the web with their new program, Google AMP (for Accelerated Mobile Pages), which enables almost instant page speed times.
Google AMP is made possible by a new “diet” HTML format, AMP HTML, which enables faster loading of content across all mobile devices. Publishers and other content providers who use this new framework will have a greater chance of reaching and retaining their mobile audience. Pinterest, Twitter, LinkedIn and WordPress are early adopters of this technology.
How Google AMP Works
AMP HTML cuts down loading time by placing some limitations on the programming code. For you coders out there, AMP HTML is all open-source and is freely available on GitHub.
AMP also speeds things along by caching pages in the cloud. As part of this new project, Google is providing free caching for these pages. When a Google search is performed, rather than having to fetch the page for the search result, AMP pages are instantly available in the Google cache. Companies can alternately choose to create their own cache.
By caching AMP pages in the cloud, Google delivers results more quickly.
Adding Google AMP to Your Site
Self-hosted WordPress sites can use the AMP plugin by Automattic to create AMP pages, and other CMS providers are expected to follow suit. This automates most of the work in creating AMP pages. If you want to check that your AMP page is valid, verify it using Chrome DevTools.
Ads & Google AMP
One of the motivations for this new technology is ad revenue. If pages are loading slowly, then users will lose patience and leave the site before the ads can be seen. To this end, Google has assured users that AMP will be ready to support ads in time for the launch this month.
If you haven’t started to convert to AMP yet, now is the time to begin creating AMP versions of your webpages. Your audience will be quick to thank you!
For an entertaining and comprehensive overview of AMP, check out this “Whiteboard Friday” video by Moz.