Google recently launched their AMP program, with AMP standing for Accelerated Mobile Pages. This program helps create mobile websites that load in a relatively quick period of time. This is very important for any websites that want to keep ad revenue from mobile customers, while improving the page loading time. While it is possible to achieve this through optimizing website performance in other ways, AMP makes the entire process a lot easier.

How it Works:

This process works by using HTML, Java and a Content Delivery Network in tandem. AMP’s specific form of HTML is necessary for web pages to load quicker, while JavaScript helps with other aspects of the mobile pages. The Content Delivery Network is responsible for caching these pages and making further changes that increase performance.

Two Site Versions:

When you are using AMP, it is important to keep in mind that you will have two versions of every page on your website. The regular page is what visitors from web browsers view, while the AMP version is reserved for smartphone or tablet users. It is also possible for people to view the AMP version if they enter the specific mobile address of that webpage into their browser.

Some things are not possible with the AMP version of a webpage, such as adding a comments section or any forms for signing up to mailing lists. Some third party videos may not work perfectly, but AMP generally works to include all your regular mobile ads within its optimized framework.

Any images or videos that go on your page are optimized specifically for inclusion in the AMP version of the page. For example, images become amp-img instead of their regular file category. Specific dimensions are also necessary for the image, which helps with optimizing them for mobile delivery.

Videos work the same way, with AMP versions of embedded videos necessary for smooth loading on web devices. If you want to add a video from YouTube, there is a special file type for that media.

Interestingly, AMP supports a number of social media additions to web pages. For example, Facebook and Twitter embedded links and streams work fine with AMP, but they must be added individually using specific components.

AMP and its Relation to Ads:

Including ads and increasing ad revenue is probably the most important element of the AMP web page type. With so many people using ad blockers on their mobile web browsers, it is time for web pages to adapt. People do not put up with websites that take a minute to load, or get stuck, because ten ads are simultaneously loading.

In order to provide people with an incentive to stop using these ad blockers, AMP ensures that ads are delivered seamlessly and within the same optimized time-frame of the web page’s other content.

This project ensures that website owners are getting ad revenue for their pages, even from people who have problems with loading regular pages on their devices. A number of ad networks support this initiative, such as Google AdSense and Amazon A9.