AMP

In an era where every fraction of second wasted on loading web pages compromises productivity, Accelerated Mobile Pages or AMP technology has emerged as cutting edge solution to our browsing requisites.
AMP is an open source structure that allows developers to create mobile pages that load content at lightning speed. It consists of a watered down version of HTML code known as AMP HTML which helps to load the pages faster including heave content files such as PDFs, info graphics, video files, etc.
AMP technology is fundamentally about making the web into a better document format, at the cost of abandoning some of the features that made the mobile web an application platform.
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Getting into the code of web pages, the pivotal thing that AMP does is to get rid of JavaScript. Since JavaScript was the main thing that made pages slow to load and hard to cache. If a page contains JavaScript then it primarily gathers arbitrary resources and does arbitrary tasks before displaying content. A huge chunk of web pages are essentially documents and don’t really require the excessive computing strength of JavaScript. The reason these pages were still utilizing JavaScript was to implement relatively simple things like advertisements and slideshows.

AMP deals with such scenarios by providing standard components that allow a document to have such features without having to use JavaScript. While some of the web developers might be upset about losing the creativity and autonomy that JavaScript gave, this is arguably inevitable.
Excessive exploitation of JavaScript had led to the web pages that were painstakingly slow and brimmed up with overly meddling advertisements and pop-ups which in turn deteriorated the reading experience.

amp
10 Points To AMP
• AMP optimizes your scripts.
• AMP blocks third-part JavaScript.
• AMP defers extension mechanisms.
• AMP changes CSS framework.
• AMP minimizes style recalculation.
• AMP sizes resources statically.
• AMP makes font triggering efficient.
• AMP animations are GPA enabled.
• AMP prioritizes resource loading.
• AMP uses ‘pre-connect to pre-render’.
How Does AMP Work?
Essentially a framework for creating mobile web pages, AMP consists of 3 basic parts:
1. AMP HTML: A subset of HTML, this markup language has custom tags and properties and many restrictions. But if one is familiar with regular HTM, he or she should not have difficulty adapting existing pages to AMP HTML.
2. AMP JS: A JavaScript framework for mobile pages. For the most part, it manages resource handling and asynchronous loading. It should be noted that third-party JavaScript is not permitted with AMP.
3. AMP CDN: An Optional Content Delivery Network, it will take your AMP-enabled pages, caches them and automatically make some performance optimizations.
The AMP cache is placed on Google. It’s a proxy-based content delivery network that enables fast website rendering. Once you visit an AMP page, Google caches its contents. This way every other person visits the same page, it will be loaded from the cache.
Application in the SEO Sector
Access to high speed internet is still considered a far-fetched luxury in many regions of the world and it is essential to come out with ways to reduce the page loading time. AMP has its application all over the internet but the field that is eyeing at AMP as the next sensational internet revolution is Search Engine Optimization or more commonly known as SEO sector.
SEO is a chief driving factor for organic website traffic. In this fiercely competitive pool of keywords, it is not always possible to rank high or in the top 10 results. As a saving grace, AMP helps you bridge this pit by ‘accelerating’ your site speed and mobile user experience.
Accelerated Mobile Pages Examples are emerging day by day as a better user experience and faster page load reduces the page abandon rate—ultimately optimizing the page for better search results. Although AMP is not yet being used as a ranking factor by search engines to rank search result, its application does improve a web-page’s traffic by a notable extent.

AMP Project
Google’s Moto behind AMP
Some have been arguing that at its heart, AMP is about Google trying to protect its core business that relies on the web against the onslaught of more content residing in apps. While motivated by Google’s corporate goals, it may be one of the few ways the open web can survive at all.
1. Apps have become faster and smoother than web because they save styling and behavior locally and only fetch content from the web.

2. With the rise of deep linking and native search, people have come to expect native performance for consuming and browsing content, primarily through apps.

3. Google’s core business still relies on crawling, indexing and searching others’ content from several sources in a single readable format from the web, so they have an incentive to not lose search usage.

4. Apple would like you to search in Spotlight on your phone and go directly to the app that has the content you want. This ultimately poses threat to Google.

5. Thus, Google can’t afford to wait and loose users to native platforms because web pages have a significant usability disadvantage of their speed to load.

So, the downside with AMP is that we lose customizability and full JavaScript, but native has already thoroughly outperformed web and most commonly used applications now have apps in Play Store or App Store.
Currently AMP is restricted to 12 different countries and they are:
1. United States
2. Brazil
3. Germany
4. Spain
5. France
6. United Kingdom
7. India
8. Indonesia
9. Italy
10. Mexico
11. Japan
12. Russia
To expand the reach of AMP, Google has partnered with social giants like Twitter, Pinterest, WordPress, and LinkedIn. Along with 30 publishers that would join the list of Accelerated Mobile Pages Examples that include Les Echos, BBC, the Financial Times and the Wall Street Journal. AMP is also expected to be integrated into Google News very soon.
A few big publishers are using it right now like Washington Post, Gizmodo and Wired. Also every single WordPress.com blog does support AMP by default.

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