Google has shifted their focus as well looking to enhance the mobile internet as much as possible which has included spotlighting local search as well as showing preference to mobile friendly websites. The Accelerated Mobile Project is an open source program built on AMP HTML, a new open coding framework that uses existing web technologies. To reduce load times, AMP trims HTML tags and reduces page rendering which basically sheds weight from your web pages. Google then uses their own content delivery network known as the GOOGLE AMP Cache to store web pages and then deliver them at ridiculous speeds. They are able to do this because the cache is a proxy-based global content delivery network so basically they shorten the distance between the request and delivery.

A critical component of the user experience is load speed and AMP certainly helps boost your times. A few news sites switched to AMP at the end of 2015 and within month’s visitor traffic, which had been steadily declining, jumped up 25%. Obviously Google has a stake in faster mobile web speeds as that leads to customer satisfaction for them as well along with providing a better platform for ad revenue. Google has announced that websites using AMP implementations may get a boost in rankings. Analytics can be overwhelming to a site behind the scenes with different reports tracking specific things. AMP aims to cut down on redundant tags that then slow down loading times and reduce the user experience. With only one set of tags being used to report data to multiple tools, they are streamlining that process as well. One problem with monetizing sites with ads has been waiting for the darn things to load. Third-party ads typically take longer to load and can be very annoying to users as they wait for the entire site to load, sometimes because the ads are preventing other aspects from loading until they are done. With AMPed up ads, for those ad networks that use the AMP-ad extended component, the load speed is almost instantaneous just like for your AMPed up site. The bottom line is that Google has spent a lot of time and money on AMP. The benefits to users is speed and satisfaction while a business can now consider ad revenue along with better SEO rankings on top of providing a better user experience.


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