Googles Next Bet: Faster Mobile Pages

Googles Next Bet: Faster Mobile Pages 4 min read

If you haven’t been following along, Accelerated Mobile Pages (AMP) are the new way to drastically decrease the load times of your website on mobile. Officially launched in October of 2015, this new technique promises to increase the performance of video, maps, animations and other graphics.


The kicker: most major publishers are already on board and it’s likely you’ve seen it in action.


Twitter, Pinterest,, Chartbeat,, Adobe Analytics and LinkedIn are among the first group of technology partners planning to integrate AMP HTML pages.


Accelerated Mobile Pages (AMP) are set to use up to 10 times (10x) less data than a standard page and load up to 85% faster. How?



How it Works

I won’t get into the technical implementation as that is outside of the scope of this article but you can find more info via the AMP initiative website. All of the tools and resources you’ll need are there.


That said — Accelerated Mobile Pages (AMP) work in the following ways:


  • The loading of JavaScript code that is not essential to the immediate display of your content is removed. These scripts (loaded internally via your server and externally via a third-party server) are often what make the page loads times so high.
  • AMP disallows advertising and tracking software and instead provides preference for tracking pixels that don’t use JavaScript. This can be implemented through an image you place on your website that refers to a server-side script (PHP, etc.) that handles the tracking. This is a “Debbie downer” (sorry, Debbie) as most companies heavily rely on these analytics to make decisions.
  • Ads are removed and placed into iFrames so they don’t directly affect the load time of the content the user came there for. The ads are also given a lower priority so they load after the content has.
  • CSS is still available for use so your general presentation can remain the same (yay!). There are some best-practice enforcements, though.



The Major Benefit

I’ll begin with the statistic that drew most of you to this article:


early partners… are seeing performance improvements measured through Speed Index between 15% and 85%.


That is an amazing metric. With an 85% performance improvement for your mobile site[1] — you can now almost guarantee that your website will load “lightning fast”… Alright well maybe not that fast, but it sounds cool, right?


As 47% of consumers expect a load time to be 2 seconds or less, it’s something worth considering. Every second (yes, only one second) can result in a 7% loss in conversions[2]. Don’t be that company.



Further “Reading”

For those of you who are intrigued by this idea, I encourage you to keep reading on as there is a good amount of literature on AMP already out there. This video is a good place to start:



For those of you who want to actually read something, here is what I would recommend (in order):



Have something you think I may have missed? Feel free to leave comments below.

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