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Follow Google’s lead and ramp up your site with AMP

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Instant gratification in society is on the ascent.

We have the means and technology to accomplish things at a quick pace and are continually evolving into a digital age where we have access to millions of pages of information in seconds.

When a page doesn’t load quickly, conversion statistics show that users will leave the page. An unresponsive page results in a 12 percent bounce rate per second.

Tech and publishing companies have come together to create a way to improve the mobile web surfing experience for everyone. This initiative is accelerated mobile pages, or AMP.

AMP is an open initiative to figure out a way to make the mobile experience better for everyone. They are mobile web pages designed to match the need for web pages to open and display content quickly and efficiently.

AMP allows for content engagement and efficiency across all platforms, including apps. Accelerated mobile pages will load in any browser and are just like any other HTML (hypertext markup language) page, except that they run with limited technical functionality.

AMP allows multimedia content such as videos, blog posts and graphics to load quickly when a visitor clicks on the website through the search engine. Google has provided the Google AMP cache that can be used by anyone at no cost, and it will cache all AMPs.

The goal of AMP is to lead to more responsive web pages and higher audience engagement.


AMP consists of AMP HTML, AMP JavaScript and AMP caches.

At the heart of the site, AMP runs on a lighter version of HTML. Meaning, there are specific tags that cannot be used.

The entire platform is designed for readability and speed. Images will not load until they’re in view on the screen.


<Keep your audience engaged.

Consumers want to find the information they’re looking for immediately. AMP pages generally load in about one second.

Your audience will have instant access to the information it is looking for, which will keep it engaged on your web page.

<Maximize your revenue.

Data show that about 40 percent of people will abandon a web page that takes more than three seconds to load.

You can maximize your revenue by speeding up your website and ensuring that people going to your site have easy access to the information they are seeking.

<Maximize your return on investment.

AMP pages can be built one time across multiple platforms. You can create your ad, landing page, etc., and build your brand on AMP and non-AMP.


Since the creation of this open source of information, AMP, in the past two years, has seen a massive increase in engagement.

Since 2015, websites created more than 4 billion AMP pages. A study commissioned by Google showed that AMP leads to a 10 percent increase in site traffic with an increase in time spent on the page.

With that being said, more consumers are engaging with content that loads quicker.


As AMP pages magnify across the digital sphere, businesses lacking a fast-loading site might be throwing away squander potential audience engagement.

Companies need to keep pace with the growing need for instant information, and they can accomplish that with the AMP initiative.

Cara Luther is a content writer for NuStream Media (www.nustreammedia.com) in Allentown who has worked in social media the past three years. She can be reached at 610-432-2600 or info@nustreammedia.com.

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