A technology designed to improve speed and mobile experience

Today, users expect websites to load quickly, especially on mobile devices. In fact, studies show that 53% of visitors leave a site if it takes more than 3 seconds to load. In this context, Google developed AMP (Accelerated Mobile Pages) technology, with the aim of offering faster, mobile-optimized pages.

At ARGOsoft Group, we know that speed and user experience are key factors for the success of any digital strategy. That’s why we want to tell you what AMPs are, how they work, and when it’s worth using them.

What are AMPs?

AMP (Accelerated Mobile Pages) is an open-source project promoted by Google and other technology companies. Its goal is to create web pages that load almost instantly on mobile devices, ensuring a smoother user experience.

It is an optimized version of a web page, using a limited set of HTML, CSS, and JavaScript to improve loading speed. These pages can also be cached on Google’s servers, making them even faster when displayed in search results.

How do AMPs work?

AMP pages are based on three main elements:

1. AMP HTML
This is a simplified version of traditional HTML, with specific tags that optimize content and restrict elements that can slow down loading.

2. AMP JS (limited JavaScript)
This allows for fast page rendering, but eliminates the use of third-party JavaScript that could affect speed.

3. AMP Cache
Google can cache AMP pages on its servers to serve them instantly to users arriving from its search engine.

Benefits of implementing AMP

• Faster loading speed: AMP pages load up to four times faster than traditional versions.
• Better mobile experience: Smoother navigation, especially on slow connections.
• Improved SEO: Google prioritizes speed and user experience, so having AMP can improve your ranking in mobile searches.
• Higher user retention: By reducing load times, you decrease bounce rates.
• Greater visibility on Google: In certain cases, AMP pages may appear prominently in the news carousel or rich results.

When is it recommended to implement AMP?

AMP is not the solution for all sites, but it is highly recommended in certain scenarios:

1. Media outlets and blogs
Sites with a large number of articles or news items that need to load quickly so as not to lose readers.

2. Campaign landing pages
Landing pages for advertising campaigns, where speed is key to improving conversions.

3. E-commerce with high mobile traffic
Online stores looking to offer a faster experience and avoid abandoned carts.

4. Markets with slow connections
If your audience is in areas with poor internet coverage, AMP can be the difference between losing a customer or keeping them.

Limitations and considerations

Although AMP offers great benefits, it also has some limitations:

• Design and functionality restrictions: It does not allow the use of all types of JavaScript or advanced animations.
• Dependence on Google Cache: Your page may be served from Google’s servers, which can create a certain degree of dependence.
• Not always necessary: If your site is already well optimized for mobile devices (with good speed and responsive design), AMP may not be essential.

Conclusion

AMP is a great tool for improving speed and user experience on mobile devices, especially on content sites, news sites, blogs, and pages that receive a lot of mobile traffic. However, before implementing it, it is important to analyze your business objectives, your audience’s needs, and the level of customization your site requires.

At ARGOsoft Group, we help companies make the best technological decision to optimize their digital presence, whether with AMP, PWA, or other advanced solutions.

Would you like to assess whether your website needs AMP to improve its performance?
Write to us at info@argosoftgroup.com or visit www.argosoftgroup.com and we will be happy to help you step by step.