AMP is an acronym for Accelerated Mobile Pages a feature that helps developers create web pages that load fast. Web pages that are not optimized for mobile use have a higher bounce rate. In fact, studies show 30% of users are more likely to leave pages that do not load within three seconds. AMP was introduced to reduce the bounce rate of web pages optimized for mobile use by increasing the loading speed without sacrificing the ad revenue publishers rely on. Experienced developers can also achieve similar results using intensive performance optimizations but are often restricted by the availability of resources. With AMP, publishers can optimize their web pages without changing the experience for the mobile user. It relies on the existing technologies and consists of the normal HTML only with few restrictions and additional specialized tags.
AMP consists of three parts:
It ensures that the most important content is loaded fast and clearly while third-party content like ads does not overwhelm the page. The AMP JS library uses the best performance practices in managing the loading resources by giving the user their custom tags to ensure the web pages load as fast as possible.
Other techniques used to improve performance include pre-calculating the layout of all the elements on the page before the resources are loaded, sandboxing all the iframes and disabling slow CSS selectors.
It is a subset of HTML that incorporates customized AMP properties. It has several restrictions relating to performance and extensions for creating rich content more than just the basic HTML. The tags used on AMP HTML are basic tags though some of them are replaced for compatibility with the AMP components. The customized features ensure that the most basic AMP patterns are simple to use. The AMP JS library assists the AMP HTML pages to load faster while Google's AMP Cache aids the AMP HTML pages cache.
It is a delivery network used to distribute all the valid AMP documents. It transmits the AMP HTML pages, caches them and improves on the performance of the page. The AMP Cache ensures the document along with all its JS files and images load from the same origin that uses HTTP 2.0 for increased efficiency. The cache system also comes with a validation system which confirms if the page will work without depending on external resources. The system goes through a checklist that confirms if the page meets all the specifications of the AMP HTML.
Publishers may also need to rewrite their site template to accommodate the restrictions. For example, all CSS in AMP should be less than 50KB and loaded using a special amp-font extension to ensure a fast-loading speed.
When it comes to multimedia, the images require the use of a customized amp-img feature and include a defined height and width. What's more, if you are using animated GIFs, you need a special amp-animated extended template.
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