Hat Trick Blog

What you need to know about Accelerated Mobile Pages (AMP)

added on Tuesday 26th January 2016 at 11:25am


Tagged: Advice, Help, Social Networks, Websites



What you need to know about Accelerated Mobile Pages (AMP)
Something is afoot in the online industry. A new way of consuming information is shaking things up and it seems to have had a very promising start - I'm talking about Accelerated Mobile Pages (AMP) of course!

In this article we are going to cover the following information / questions:

What is AMP?


The Accelerated Mobile Pages movement is an open-source project backed by Google which was announced on the 7th October 2015. The project has been adopted by Twitter, Wikipedia, publishers and companies. The AMP project aims to deliver news articles and similar posts as fast speeds by removing unnecessary code, plugins and adverts. You can read more on the amp project website.


What are the benefits of AMP?

  • Faster pages for mobile devices
  • Pages / content can be saved by providers to serve it quicker
  • Support by well known companies (Twitter, Wikipedia)
  • It's not a big change for publisher / website admins
  • It's open source - anyone can see how it works and help to make it a better system
  • It's free!
  • Google will be adopting it into their search (should stand out - could boost seo!)



Who is using AMP?


There currently isn't a public list available as to who is using AMP but from news articles, blog posts, social media posts we can get a pretty good idea;
  • BBC
  • BuzzFeed
  • DailyMail
  • The Economist
  • Mashable
  • The New York Times
  • The Telegraph
There are many more and you can see a list on the projects website (scroll down to "Publishers using AMP HTML").

Can AMP benefit my website?

It's a tough one! AMP is still very new and very shiny, even though some big names have adopted it - not everyone has. It also entirely depends on what your website is about and what you are trying to achieve.

Currently AMP's main aim is to allow publishers to create easy-to-access, fast-loading content that can be cached (saved) around the world so wherever you are, the page will load quickly. If you are a news website or a website that publishes a lot of content (blog posts, news posts, updates) then I would recommend it. If you do not fall into you those categories then I wouldn't worry too much as I'm sure when people start to see the benefits, there will be a higher rate of adoption and other websites will be supported.

What's the future for AMP?

I feel that AMP is new but it has gotten onto an incredibly good start! It has backing from some big companies and is actually trying to solve a real-world problem. It's fairly simple to integrate into your website and you gain the free benefits of having your content hosted by Google and served incredibly quickly to any user around the world. There is of course other competition in the market so it's a race at the moment between some big companies.

AMP Competition


AMP isn't the first of its kind. Facebook currently has Instant Articles and Apple has Apple News. I'm sure we will see other companies creating something similar but what's most important to you is to check out the pro's and con's for each service, look at which companies are supporting it and which one you think would work best for you.

Some other interesting AMP sources


Are you enjoying these slightly more technical posts? If so then let me know!

Want to talk about making your website AMP-ready? Maybe you need a website refresh or fancy some of our other services. Get in touch via phone (01476 576 839) or email (thrive@hattrickmedia.co.uk) and we will be more than happy to help.