Accelarated Mobile Pages - Expained

Google Last week updated their Algoritm to include the Accelerated Mobile pages into the Main Mobile Search result pages. Earlier they have already were part of News Feed results. Though Goolge is saying that the AMP pages will not be a part of ranking alogorithm right now, it is only a matter of time where they will become a ranking signal. Let us briefly have a background of what actually is AMP Framework.

What are Accelerated Mobile pages 

The AMP is a HTML format for static webcontent with the objective to make the static textual content reder very fast as caomapred to the present web access for mobile wherein the sequence of static rendering may differ from device to device and static not always be the preferred one.

Mobile web consumption are in multifarious forms : Native app, Mobile web access and e commerce access. Normally to overcome the slow web access issue there has been a bend toward going the native app way. But mobile web access cannot be wished away and hence there has been growing consensum amonth search engines and publishers that static content in mobile has to be loaded quite fast.

AMP Explained Technically

AMP is actually a subset os HTML which is so adapted to load the static content fast. This basicall means putting restrictions on wide range of choices we had in terms of Java script, CSS and precalculating the space for different items that needs to be auto loaded (eg:advertisements)

Javascripts: AMP gives a list of standard JS framework that can be used and entirely restricts the use of authored Javascripts - which is most of the time responsible for slow page speeds. AMP implements the current Javascript capabilities though Web components and custom elemnts. Both of them may employ JS under them but they are aligned to the overall AMP framework and hence do not interfere in statice content rendring.

CSS: AMP gives some broad guidelines on CSS and best practices and the authors has much leeway with the CSS than JS and AMP adaptation will see more and more adaptations with CSS for enabling new features for static content

Ad Serving and Tracking pixel

Ad serving cannot be wished away and Analytics is an integral part of The web ecosystem. Traditionally both have been implemented though Pixel placements. Once they are placed the provider can eventually insert as many JS they want, which slows down the speed. AMP do not allows this and ads or pixels cannot be directly embedded. But AMP allows it througn Document.write implemented through iframes. Also Ad rendering is prioritized lower than other static content so as not to impact the speed.

Reliable prformance: AMP is designed to be easily cacheable by all content delivery networks and Google has given its intent to provide services for cacheable AMP documents. Others can come up with their own solutions. 

Prerendering: AMP allows the document to prerender, on browser side for first screen but not beyond that so that the download is fast and at the same time not resource intensive on the Browsers.

Whys is AMP fast

Because an AMP documents controls resource allocation for different objects right in the coding which cannot be changed until the user actions.All custom elements are subjected to this resource restriction. For example a 100 pixel ad cannot suddenly demand resource for 500 pixels possible in other formats.

What will be the impact of AMP on Business?

Businesses will have to get accustomed to AMP as this will surely impact search rankings in near future. This will impact big e commerce sites as rendering all features in AMP will require lot  of efforts. For small business this may signal moving away from the responsive websites they have been using, which was cheap also. They have really some hard work ( and money) to spend on this.