Google AMP and mobile devices

Google AMP is short for Accelerated Mobile Pages

Here’s a little snippet of market trends. More web visitors are using mobile devices. At the same time website technology is getting more sophisticated. Google has determined that mobile device users are getting a raw deal when big complex websites don’t load fast enough or display badly. Google AMP to the rescue!

Beginning April 21, 2015 Google started to use mobile-friendliness (responsive) as a ranking marker for websites. This was to encourage web developers and clients to provide websites that worked properly on your smart phone or tablet. Responsive sites provide a much better flow of content on mobile devices. However, there was still the issue of complex web features and large images slowing down the experience.

Enter Google AMP…

Since Google’s Mobilegeddon in April 2015, we have seen many methods including the responsive content flow to improve the web experience of mobile users. One of them is Google’s AMP, or Accelerated Mobile Pages.

AMP is an open source project backed by Google. Its purpose is to speed up how fast website content is displayed to mobile users. The idea is that web pages should carry less data, usually associated with clever features and therefore open much faster on your device. Simple in essence, except this means something has to go to provide that faster leaner experience. Technically, Google provides a subset of code features to achieve the AMP effect that developers have to use. Great! A fast clean website that behaves beautifully on mobile devices. The downside is that some design and functionality features have to go.

Why do some people hate AMP?

To be clear, a website should only display the AMP version on mobile devices. Your usual desktop or notebook will carry on providing a rich website experience if that’s the way its designed.

Google favours AMP websites
Google has clearly stated that websites using AMP structure will potentially get better visibility and rank better in its search index. That in effect will penalise other sites with great content, just because they do not have an AMP version of their content.

Design and function is limited
On a mobile device AMP websites work quickly and are easy to read. The downside is that ‘clever features’ like swish galleries and arty elements are usually no longer available. It’s all about the information and content, with design, art and branding taking second place.

Other Google centric problems
AMP news pages often get pushed up on Google searches with links back to Google search pages. Sharing amp links leads back to the AMP version, even on a desktop site.

Google AMP is here to stay, so let’s adjust.

Change can be painful, but the web is constantly changing, evolving and providing new experiences. As a a web design company we have to be flexible and leverage the best advantages from these changes for us and our clients. People’s tastes are changing, we are choosing good clear information over fancy style and bloat. Our attention span seems to be getting shorter, probably thanks to the likes of social media. And, as we’ve seen, more users want a good mobile experience.  In fact many of our conversations with clients, indicate that they want the clear details from their mobile device and then peruse the site in more detail late on their desktop if they like what thy see.

We can give you the best AMP and desktop experience.

Whatever your requirements for your website, we can make sure that your pages work effectively on both desktop and mobile devices. All our websites are mobile responsive as standard, but we can also AMP your website if you need that extra edge on the mobile market.

Call us now on 0845 45 99 100 for a chat, or visit our contact page

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