According to global Internet statistics for 2020, half of all traffic comes from mobile platforms. This means that every second potential client Accelerated Pages visits the site from a smartphone. The task of the resource owner is to ensure the correct display of content and high loading speed on mobile devices. Search engines did not stand aside Accelerated Pages and offered their products to the market. We have already written about the Turbo Pages technology from Yandex in the blog . Google has its own solution – AMP technology.

 

AMP Format by Google

AMP (Accelerated Mobile Pages) is a special web page format that maximally speeds up the loading telegram number database of website pages on mobile platforms. In other words, accelerated mobile pages. The technology cuts down the content of the original page. The main content and a minimum of advertising remain. Pop-up windows, heavy advertising and additional functional elements (comments, widgets and others) are removed.

High loading speed is achiev not only by compressing the content, but also by two options for loading data.

Fig. 1. Example of an AMP page from Google on the eBay website. No filters or banners. We see only products and data on them.

AMP pages are displaye in Google search results and its carousel, in Bing, Baidu, Yahoo! Japan search engines, as well as in Twitter, Pinterest, LinkedIn services. They are markewith a lightning bolt icon. The Yandex search engine does not support AMP.

The technology appeared in 2015. It was in their image that Yandex implemented its Turbo pages 2 years later. Both products compress pages, but they do it in different ways.

 

How AMP technology works

Fast loading of AMP pages is ensur by three components:

1. AMP HTML is a variant of HTML markup. It has a limited number of operators and extensions. It is essentially just a stripped-down version of regular HTML;
2. AMP JS is a JavaScript library adapted for accelerated pages. It is responsible for the visual part. Its main difference from standard JS is the presence of only asynchronous scripts (executed after loading other elements). This imposes limitations on functionality. However, Google managed to find AMP options for almost all standard scripts. Programmers will be able to include filters, sorting, various forms, menus, a basket and other important elements in an accelerated page.
3. AMP Cache – caching pages on Google servers. In this case, they act as a CDN – content delivery network. The closest server is selected for loading. This ensures almost instant loading even at low Internet speed