3 reasons why you should be interested in Accelerated Mobile Pages

19 September 2018Mateusz Luczak

Mobile devices dominate the world. They are not only a primary source for consuming games, music, videos or social media, but also the world wide web as we know it. In 2017 website visits from mobile devices accounted for more than half of total website visits globally. And user expectations are shifting rapidly. They are demanding ever faster interactions; for marketers, just “supporting” mobiles is not enough. Luckily web powerhouses like Google are giving companies a hand to make it easier to provide great mobile experiences. Welcome to the world of Accelerated Mobile Pages, or AMP, as we know it. Why will it improve your life?

#1 An improved mobile user experience

AMP aims to make the web better for all. The core principle is to put fat, dynamic pages, full of integrations on a diet. AMP tries to achieve that in two ways. First of all, it introduces a special bespoke subset of HTML that enforces mobile best practices and gets rid of unnecessary bloat (for example by disallowing usage of custom Javascript). Secondly, AMP comes with very strict rules around what can be used so, whatever you do, as long as it’s valid AMP markup, it will provide a fast experience on mobile devices. You'll find AMP pages fully loaded and ready for interaction after just one second, leaving regular web pages lagging behind.

AMP boosts performance

AMP provides various components for the elements that you would use on pages - everything from accordions, carousels, videos; even analytics or ads.  Everything is tailored by Google Engineers to work perfectly on mobile. You can use an existing library of components and provide optimised HTML in no time, but that's not all. Google treats AMP pages differently, crawling the Internet to retrieve them and cache them on Google Infrastructure, so load time is instant and consistent for all users.

#2 Higher search results positioning

Having a great mobile experience is one thing that Accelerated Mobile Pages does right but it also offers another huge benefit. AMP pages are prioritised on Google Search Results. Every AMP page (mostly articles, blogs, news etc.) that matches a mobile search query is highlighted with a lightning symbol to indicate that the user experience will be optimised. The end result is that the user saves the bandwidth and has a better experience with a page that will load instantaneously.

Top stories carousel shows AMP pages

But that’s not all, AMP pages are also displayed in what Google calls the carousel, presented just below the search bar. It contains all the popular AMP pages on specific topics, resulting in a huge boost in terms of discoverability for your posts and articles. Users can easily navigate between pages from the carousel by just swiping so there is far more chance that they will come across your article and visit your website.

#3 It’s cheap to support

AMP works with any content management system. It is technology agnostic. But if you're reading this blogpost, you are probably already using a specific CMS. The biggest concern for you, if you're thinking of using AMP is your existing content. Specifically, whether you will need to migrate lots of content. That’s something that you would probably like to avoid. The ideal would be to somehow translate existing pages to their AMP counterparts automatically.

Transformation of components between regular and AMP version

If you're working in Adobe Experience Manager, we can help you. Our accelerator  now supports AMP translations. All you need to do is specify a transformation for every page template where you would like to enable AMP and for every AEM component that should be displayed as its AMP-enabled version. In this way you can display the same content, with slight visual variations, supporting a special HTML markup. All the benefits of AMP without the need for excessive authoring or content migration. It's just a matter of configuration and some customisation to your AMP-oriented components.


Supporting your digital estate with AMP will give your brand a quick and easy boost in terms of mobile search engine presence and increased user satisfaction. If you would like to see Adobe Experience Manager AMP Add-on in action or you are interested in learning more, get in touch to schedule a meeting.

Author: Mateusz Luczak
Published: 19 September 2018
googleAEMcustomer experiencemobileContent Agility

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