Pushing towards a mobile-native online experience online, Google designed a Facebook Instant Articles alternative for the open web.
So Accelerated Mobile Pages (AMP) was born.
AMP is an open source initiative to improve cross-platform rich content delivery and consumption with the added benefit of build-once-deploy-anywhere feature for publishers.
Before you jump onto the AMP bandwagon and start tearing down your website, take 5 minutes to go through the following list we compiled for what it can and cannot do.
The long and short of AMP
Accelerated Mobile Pages can –
- Be created alongside your original page layout to render the same content – GREAT because you do not need to redo existing page content, i.e. build-once-deploy-many
- Be indexed by Google and served as primary recommendation link – GREAT because Google actually prefers AMP and your content can get ahead of competing content not served in AMP format
- Be fully cached and served directly by Google – GREAT because you do not need to worry about bandwidth and uptime of your own hosting server
- Take advantage of social-share plugins – GREAT because your content on AMP has built-in tools for amplification
- Continue to be tracked via Google Analytics – GREAT because you can still track the statistics and performance of these pages for your SEO reports
- Be enabled by installing two plugins on WordPress (version 4.4 upwards) – GREAT because it means moving over to AMP is as straight-forward as it can get
That said, AMP is still in its infancy and cannot:
- Support complicated interactive elements, like JQUERY photo galleries and web forms – TERRIBLE because this means your beautifully designed homepage and landing pages with conversion forms and buttons are severely crippled when served as AMP
- Work on existing CSS – TERRIBLE because this means, if you are particular about presentation of certain elements, you need to get your hands dirtied and manually define CSS attributes for AMP-specific element classes
- Be customized in its layout out-of-the-box – TERRIBLE because the default AMP layout is single-column text paragraph with your logo at the top
In a nutshell
At least for now.
The AMP Project is still actively in development, and within the next few months, we are likely to see native support for AMP input fields to expand its use cases to form-enabled landing pages and e-commerce.
Does your business revolve around serving content pieces as its core value creation? Talk to us for a website audit and effort estimation to move your content onto AMP today!