Most of the people nowadays tend to use their mobile device as a means to connect to the internet, search Google for various data and keep track of things. Internet, even these days linger around searching things on Google. It is hard to spend a day without having the need to search something on Google.
Like all other tech companies in the world, Google is also aware of the increasing popularity of mobile devices. In a mobile device, a mobile app is the predominantly used tool for many needs. But popular browsers like Google Chrome, Firefox, Opera etc are also available on mobile devices. They are downloaded in billions as well. That means, there is a great scope for web pages being used on mobile devices
Traditionally, web pages are designed to work with PC browsers just like mobile apps are made for Android and iOS. This has to change since the uprising of mobile data usage. Mobile data usage is completely different from how we spend on a Wi-Fi network. Mobile data does not have those amazing speeds Wi-Fi offer to you. Again there is a very strict data limit when you use mobile data for browsing. This is mainly because per GB cost of mobile data is higher than what you get for a Wi-Fi connection.
a. Designed for mobile
Google knows that web pages are not designed for viewing on mobile. That is where Google’s mobile-friendly approach came into place some two years ago. Google specifically asked webmasters to make the web pages responsive. Which means it should resize itself for mobile devices.
With the introduction of frameworks like Twitter Bootstrap, designing of responsive websites has become pretty easy. They are designed to work on devices with different screen sizes without any extra code added by the webmaster.
b. Structure of the page
Google, understanding that mobile users do not have the luxury of a powerful internet connection and abundance of data with mobile device wanted to redefine how pages are served in a mobile connection. Google introduced Accelerated Mobile Pages aka AMP sometime ago as a new way of defining web pages to a browser. AMP ed HTML is a whole new language ( if you want to call it that ) which is made down of stripped down elements from a web page which is served to a PC
An AMP has
1. Lazy loading
2. No use of JS unless it is available in the AMP library
3. A stripped down version of CSS
How is AMP beneficial ?
a. An AMP ed web page loads much faster than a normal web page. According to surveys by various tools, it said that an AMP ed content loads six times faster than the speed of a normal web page.
b. AMP is not just a stripped down text-only version that will be served on your mobile. Even an AMP ed page is rich with animations, graphics, videos, ads etc. An AMP ed page for a normal user will appear almost same as the PC version of a web page. It is rich, entertaining and can be monetized.
c. No OS restrictions. An AMP ed web page is supposed to work with a lot of devices irrespective of their operating system. Cross-device compatibility is one of the main benefits of using Accelerated Mobile Pages.
d. More traffic. Google is now promoting AMP ed web pages on Google Search Results Page. That means, if you have an AMP ed content available, it is likely to overcome your competitors who do not offer AMP ed content
e. AMP does not hinder your ambitions to make a profit out of web pages. The smart ads are very much integrated into how AMP works. Therefore a normal ( on even more ) way of monetization is available with AMP ed pages.
f. SEO. Faster page loading, Google approved page structure and improved positioning in Google Search Page Results is definitely what we call better SEO. By adding AMP, you are saving a lot of money which you would be actually paying a consultant for the same results.
How can I add AMP to normal content ?
The answer is very simple. Most of the publishers do not add AMP over their regular web pages. Instead, AMP ed pages are provided through a sub folder or sub domain specifically for mobile devices. That way, the risk of loosing a potential visitor from a large screen device is avoided. Also, if you wish to serve a richer and greater experience to someone with a more powerful internet connection, that is also served.
Is AMP mandatory ?
There is nothing mandatory in a free and open internet space. All that is available is various means and methods a webmaster can try to get more traffic to their web page. It is not easy to compete against numerous websites that are already available in each niche. In order to succeed, webmasters have to rely on options like Facebook’s Instant Articles, Google’s AMP and so on.