Accelerated Mobile Pages (AMP) is an initiative by Google intended to speed up the loading of websites on mobile devices. AMP has been created because too many websites are still unresponsive, do not offer mobile versions, or are simply not optimised well enough. This means serious problems for regular users, who cannot correctly display a large portion of websites on their smart-phones or tablets. And a long waiting time for websites to load definitely decreases users’ comfort.

Faster loading of mobile sites

To overcome the problem, Google has created a detailed set of guidelines and solutions which are intended to cause that websites can always be displayed quickly and correctly. Recommendations issued by Google pertain to the correct structure of HTML code, which is expected to ensure success. Additionally, JavaScript libraries have been made available to optimise the speed of rendering of websites. One idea has proved particularly interesting, that is the possibility for a portion of elements of a given site to be moved to cache on high-speed external servers (belonging to e.g. Google). Thus, when opening a given URL address, access to them will be almost instant.

Consequences of AMP implementation

It turns out that quicker loading of websites resulting from the implementation of AMP will have a favourable impact on the rejection rate. This means that fewer people will choose not to visit a site if it loads too slowly.
Also, the implementation of AMP will have a positive effect on the position of a website in Google search. It is no secret that one of the parameters influencing websites’ positions is the speed of loading.

The AMP standard makes it necessary to resign from some practices in displaying advertisements. For instance, a site that meets the requirements of AMP cannot show ads in the form of pop-up windows. Still, the faster loading of sites and ads, lower rejection rate, and a higher position in Google search will in most cases have a positive effect on revenues from advertisements.