Google AMP: The Need for Speed
Cookbook author Paul Sidoriak recently asked me about Google AMP, after receiving the following tip: “Google is obviously giving preference to pages created with its new technology, known as AMP, by placing them at the top of mobile search results in the Top Stories area. So, if you’d like to win Google’s favor and see your pages in Google’s Top Stories, you should definitely consider creating Accelerated Mobile Pages.”
One thing for sure, major services like Facebook, Twitter, Amazon, Google, etc. are pumping out technologies that help their brand, and help our websites work with their brands. Some of those technologies have become staples, such as Google’s Gmail and Facebook’s React, and others have fallen by the wayside. For example, a recent Missoula tech meeting topic was whether Facebook’s React Native framework is failing; some companies are dropping it, others aren’t. With that environment in mind, I tend to do a little research, instead of joining marketing parades.
When deciding whether to use one of these services, do it with the understanding that, like all technologies, the originators can change it or stop supporting it any time they feel it’s in their best interest to do so. Also, do some research to understand the constraints they may have built into their technology. We will look at those constraints in AMP.
What is AMP?
AMP stands for Accelerated Mobile Pages. It is a Google/Twitter project. From the full name, you can see that it is only relevant to the mobile version of your website. It seems that AMP may be Google’s way of competing with a Facebook technology. As often happens with competing technologies, they want their technology to become the “standard”. Remember the fight between Beta and VHS for the video standards?
First, AMP is a framework.
AMP is partly a set of rules you follow so that your mobile site can load more quickly than it would if you don’t follow those rules.