AMP Website Design Dead?

AMP website design & utilizing the best SEO marketing strategies since 2008.

Professional AMP Website Design

There can be no doubt that we as a society have very little patience. Our time is stretched in many different ways between family and friends, work or school, and relaxation. Thus, conducting various activities is essential for providing enough time to accomplish everything we need to in a day. This principle holds just as true for our online activities as it does for those away from a computer. AMP Website Design, more notably Accelerated Mobile Pages, is Google’s Open-Source Project for mobile websites.

Time wasted on slow-loading pages adds to videos we could have watched or information we could have learned. This problem is only compounded when surfing mobile devices, which accounts for significant web traffic. HTML and JavaScript-heavy pages designed for a standard browser can take ages to load on a mobile device. To tackle this problem, Google, alongside over 30 other companies, launched the Accelerated Mobile Pages Project (AMP websites).

A faster AMP website

Before diving into Accelerated Mobile Pages, it’s beneficial to understand the importance of faster web pages. Whatever the website’s goal, it can’t be accomplished if users abandon the page due to slow load times. Yet, users are incredibly impatient and often leave a webpage that doesn’t load after several seconds. According to Kissmetrics, web pages that haven’t loaded after four seconds can expect 25 percent of users to abandon the page. Users on mobile devices are no more forgiving on slow pages than their computer counterparts. Over half of the surveyed users expected mobile pages to load almost as quickly as those on a desktop or laptop.

In another survey, 49 percent of users would abandon a mobile webpage that took longer than ten seconds to load. This means that slow web pages cause lost traffic, advertising revenue, and sales for commercial sites.

AMP Website Design

Launched in 2015 by Google

To better optimize mobile pages, the Accelerated Mobile Pages Project was launched in October 2015. Google founded the project in coordination with several other companies, including Twitter, The Washington Post, and WordPress. Setting it apart from competitors such as Facebook Instant Articles, the AMP Project was open-source. This allowed any developer to participate, to further the goal of faster-loading web pages. In addition, AMPs were to benefit from a more prominent position in Google Search results.

Google AMP Cache

The last component of Accelerated Mobile Pages is the Google AMP Cache. The cache maintains a collection of all validated AMP documents to speed up webpage load times. In addition, the cache contains its validation tools, which it will run after fetching a new AMP document. This validation tool confirms that the document meets the AMP HTML standards and verifies the page will load. The tool checks to see that the webpage does not rely on external resources. Once a page is added to the cache, the webpage, JavaScript, and images will load from the exact location. The cache utilizes HTTP 2.0 for, as the AMP Project boasts, “maximum efficiency.” All these functions serve to accelerate webpage loading times as quickly as possible.

Only inline CSS styles for an AMP website

AMP websites or web pages also incorporate other tricks beyond a central cache and streamlined HMTL and JS. For example, the system only allows inline CSS styling to reduce HTTP requests and limits the style sheet to 50 kilobytes (How AMP Works, n.d.). Another method to reduce the number of HTTP requests requires all rescores to be statically sized. This allows the page layout to be determined before any resources load. Those resources are loaded as the user needs, with additional resources prefetched to be rendered when required. Web fonts are another sticking point of AMP web pages. As web fonts tend to be rather intensive, they are loaded before other HTTP requests are permitted. These features and more speed up AMP by reducing the number of wasted calculations.

Others joined the Project.

Soon after announcing the project, more companies pledged support, including CBS, Newsweek, and the Local Media Consortium. Additionally, advertising companies, including AdSense, OpenX, and Outbrain, joined the project to streamline the mobile webpage advertising experience. Finally, the project was set to overall everything about mobile web pages, from their content to the ads that funded them. So what makes an Accelerated Mobile Page different from a standard webpage?

Modern Web Pages

A modern webpage combines HTML 5, CSS 3, and JavaScript to create a rich interactive experience. However, when speed is the primary goal, many features in this trio of tools become superfluous. AMP instead draws from an open-sourced, slimmed-down version of these tools to create quick yet impactful mobile web pages. Every AMP page is built with three major components: AMP HTML, AMP JS, and the Google AMP cache. The first of these tools, AMP HTML, is not that dissimilar from HTML 5. The AMP Project website describes AMP HTML as “HTML extended with custom AMP properties.”

AMP website and HTML

Essentially, it is a limited HTML library tuned for speed. Many HTML tags port directly over into AMP HTML, while others are replaced with specific AMP versions. These AMP HTML components are designed to “make common patterns easy to implement in a performant way.” One benefit these AMP HTML components have is full support for not otherwise fully supported attributes in HTML 5. An example provided was the amp-IMG tag’s full support for the srcset attribute. Finally, a unique link tab can alert search engines and other media about the AMP page’s presence.

AMP website and JS

As AMP HTML is streamlined, AMP JS is a stripped-down version of JavaScript. The most significant difference is that all AMP JS is executed asynchronously. Thus preventing JavaScript from delaying a webpage from rendering. Furthermore, AMP contains author-written JavaScript, which instead allows custom AMP elements. The result of this is potentially preventing bad load times (How AMP Works, n.d.). When third-party JavaScript is necessary, it is confined to iframes and prevented from blocking the main page from loading. Additionally, any restyling calculations needed by the third-party JavaScript occur rapidly inside the iframe without affecting the main page.

AMP website was found to be twice as fast!

Such web pages offer several benefits over traditional mobile web pages. The most apparent use is load speed. According to Forbes, an AMP website loads twice as fast with a tenth of the delay before loading as a non-AMP mobile page. AMPs also provide greater visibility for a website (a factor in effective SEO). Hence Google reserved a carousel above search results for AMP-verified pages. Additionally, search engine rankings are indirectly helped despite Google not directly using AMP for website rankings.

Site visitors view more content and engage with features when the web page is quick and functional. Faster loading sites lead to more visits and referrals, with the increased site traffic naturally increasing search result rankings. Forbes also found that AMPs had users staying longer than traditional pages.

Over 2 billion AMPWebsites created!

With lightning-fast load times and various other benefits, the number of AMP sites has drastically expanded. In May 2017, at the Google I/O Developer conference, Google touted the massive growth of AMP. Over two years since the launch of the AMP Project, over two billion AMPs across 900,000 websites were created.

Adopting foreign companies increased, with two of China’s three most prominent social networks headlining the converts. Tumblr was noted with over 340 blogs across 500,000 domains, all in AMP format for mobile devices. Google also announced AMP’s expansion amongst e-commerce websites, with eBay adding millions of AMPs to its existing 15 million pages. Other major e-commerce sites were adopting AMPs, including China’s AliExpress and Myntra in India.

Drawbacks on an AMP website

Despite the list of advantages, the glowing reviews, and the numerous sites joining the project. AMPs are not without criticism. Despite Google’s in-depth tutorials and videos, Forbes mainly found the AMP protocols challenging to write. For example, the tutorials were

derided as challenging to follow, especially for those overly experienced in web development. This resulted in pages that could take several hours to convert to AMP format or outsourcing to an external developer. Google’s analytics AMP version was criticized for only offering essential tracking metrics.

Drop-in Traffic

Another concern with the rise of AMPs is their generated ad revenue compared to non-AMP pages. As traffic increased to the faster AMP webpages, the websites suffered a drop in traffic than traditional websites (effective SEO). In addition, some publishers found that the AMPs suffered from reduced revenue. In some cases, the AMP web pages were reported to earn half the usual mobile page ad revenue. The criticisms primarily lie in how AMPs integrate advertising.

Since many AMP ads rely on banner images, some publishers cannot sell specialized advertisement slots, such as pop-ups. Google’s response to these claims seems to lay the blame at the feet of individual publishers. Richard Gingras, Google’s VP of news, stated that publishers entirely use AMP’s tools and saw similar revenue as non-AMP.

Most significant Complaints regarding AMP websites

One of the most significant complaints against AMPs surrounds the involvement of Google itself. While the AMP Project is an open-sourced venture of many companies, there are fears that Google has too much control. For example, critics complain that though the AMP project is open-source, Google has the final say. Others fear that Google will punish those publicly critical of the AMP format or remove their AMP pages.

Those refusing to adopt AMP pages could be penalized in the future should Google start prioritizing AMP in the search results. Overall, the main concern was Google’s involvement was more control over the web and a percentage of advertising revenue. With all AMPs loading from Google’s cache, publishers fear losing some control over their content as Google hosts it. Google refutes these claims, stating the cache is merely for faster loading, and traffic still goes to the content providers.

What about Cybersecurity? and securing an AMP website

The final issue concerning Accelerated Mobile Pages cybersecurity. Various cybercriminals have discovered a vulnerability in caching properties of the AMP format, thus allowing for phishing scams. AMPs are preloaded directly from Google’s cache to speed up mobile search load times. A side effect of this process is that these pages display a Google.com URL. The original domain is only visible at the top of the page and should take the user to scroll too far. Legitimate-looking fake sites can easily fool users if they miss the original domain at the top. These fake sites can then scan such users’ email addresses and passwords. This flaw was highlighted by attacks by Russian state-sponsored hackers, using the flaw against journalists critical of the Russian government. Those fooled by the schemes had their emails broken into, with their contents downloaded and later released (sometimes altered) online.

Combat phishing sites

Eventually, Google became public with changes to combat phishing sites in November 2017. Their differences’ main point required AMPs to resemble their standard webpage counterparts closely. The goal was to reduce AMP teaser sites linking to a regular webpage. Furthermore, in theory, this should reduce the phishing sites masquerading as those simple teaser sites. No matter your viewpoint on Google and the Accelerated Mobile Pages Project, there is a demand for fast mobile web pages. A slow webpage loses viewers, which means less traffic and revenue. With mobile devices accounting for much web traffic, developers must have tailored web pages. The system has many benefits for those who can surpass the AMP format’s drawbacks. As the adoption rates by companies worldwide prove, AMPs are a significant player in web content.

AMP’s Fate

Beginning 17th June to August 2021, AMP will cease to be a factor in mobile site ranking. The AMP badge on mobile search results will disappear. Businesses that have heavily used AMP websites will not be required to be included on Google’s news app.

Though it will not be a core part of many websites that use AMP, you can continue to use AMP, but there’s no benefit. More importantly, there will be a core benefit to the work involved in maintaining multiple websites.

Final Thoughts.

AMP website may sound promising in helping businesses in some areas. But it is surrounded by controversy and confusion. Though it has promised faster pages and a better ranking, websites can still rank high when using current SEO practices hence why AMP seems to be a technology that has outlived its time.

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Oregon | Portland | Salem | Eugene
Idaho | Boise
New York | Brooklyn
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Texas | Austin
Indiana | Indianapolis

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Web Design, Current Trends, and Online Marketing Blog Posts:

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We have summarized some areas small businesses should know when having an effective online presence.

Digital Marketing Tips and Insights

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Search Engine Marketing may include:

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Web Design Tips

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Website Color Choices can be a make or break when attracting customers.
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