As smartphones continue to sell, the mobile web space has become a key area of focus for website owners. Continued growth of smartphone users globally makes it imperative for front-end developers and designers to embrace a proper design for accelerated mobile pages, AMP.

What is AMP?

AMP (Accelerated Mobile Pages) is essentially an open framework aimed at creating fast loading mobile sites for mobile readership. Ideally, the practice of using accelerated mobile pages serves to ensure web owners offer their visitors search-engine-friendly content. If you have been keen enough, you might have come across the abbreviation ‘AMP’ in some search results.

Like in traditional web design, accelerated mobile pages still use HTML. The only difference is that AMP incorporates some special elements that enhance the loading speed in mobile devices. It is worth noting that AMP is anchored on a specific structure, which explains why most pages offer a similar feel in navigation.


All AMP documents are written in HTML, but the practice used in AMP differs considerably from that used for desktop users. AMP HTML does not have some tags used in the standard HTML, while there are also a few new tags that are meant to replace the missing ones. AMP HTML is specifically designed to enhance performance.


To understand the role played by AMP, it is imperative to understand some of the technical challenges it solves. Here are some problems that affect loading and rendering of web pages on mobile devices solved by AMP HTML:

Payload Size

Responsive website design has enhanced online user experience in many ways considering that it allows designers to have a number of custom pages for different devices. However, this poses a challenge of delivering desktop-size payloads to mobile devices. AMP HTML serves to take care of ensuring mobile phones are served with a reasonable payload.

Resource Loading

Resource loading in most devices does not follow an optimal channel. This means that key memory units often end up working on things a user might never see. Moreover, the height and width of these resources are not often declared and mobile pages tend to be lazily determined, which explains why some pages take ‘decades’ to manifest.

Given these technical challenges, AMP HTML exists for the following reasons:

  • Encourage brevity – Make website content responsive in a mobile context
  • Control resource loading – This makes content appear o user’s screen fast an intelligently

Benefits of AMP

There is a direct correlation between site loading speeds, views, and online search engine rankings. AMP serves to ensure access to online content faster. In light of this, news sites in the filmmaking industry are highly reliant on AMP as a driver of traffic, which further reinforces the fact that other online businesses need to embrace AMP. Here are some among many benefits accrued to optimizing websites using AMP.

  • Web visitors love fast-loading pages – Speed is key to the livelihood of your mobile pages. Great content is key, but unless your pages load fast, you can never be sure of improving the conversion rate. Using AMP will see you offer your stores with exceptional loading speeds.
  • Improved search engine rankings – As much as AMP is not used as a ranking factor by most search engines, loading speeds, and mobile friendliness matter. AMP, which makes a site mobile friendly in most respects, will undoubtedly see you get rewarded with high rankings.
  • Friendly ad support: Most people start a site for monetary gains. By looking at both desktop and mobile websites, you will realize that there might be a couple of distractions which might reduce your conversion rates. But with AMP, you can do away with any distractions on your mobile pages.

AMPs are the new kid on the block as far responsive web design is concerned. However, its quickly catching up and setting it up soon enough will undoubtedly set your business up for success. A custom AMP code might be ideal but an AMP plugin will also help you get the job done.