The AMP or Accelerated Mobile Pages pages are an open source internet project dedicated to improve, optimize and speed up the functioning of web pages on portable devices such as cell phones and tablets.
These are versions of articles created specifically for those who surf the web from mobile devices, but they go much further than responsive designs (those that adapt to different devices).
AMP Pages load and render static content such as images, videos and other elements much faster.
More Speed and less spent data
Google says that AMPs charge 15% to 85% faster than conventional ones and that their average charge is less than one second.
According to the Internet search giant, this type of pages use, up to 10 times less data than the “regulars”, this also supposes a lower battery expenditure.
According to data from Web analytics firm Kissmetrics, 40% of Internet users leave a web page if it takes more than three seconds to load and 73% of those who access from the mobile complain that the connection is too slow.
In total, AMP Pages speed up to four times the speed at which web pages load into mobile phones.
AMP Pages – just like conventional pages – use HTML language, so its full name is AMP HTML and its appearance is very similar.
To identify them we can see the small symbol of a lightning (accompanied by the letters AMP) that appears in some of the results when you do a Google search through the cell phone, you can also observe it in the URL of the page in question; If it is AMP, you will see the acronym at the beginning of the link, just before the name of the website you are accessing.
Google claims that any developer can adapt their pages to AMP, since it is an open source.
The technology giant already has agreements with more than 100 international media outlets from 23 countries from the BBC to The Washington Post, The Economist, The New York Times, The Country, The Guardian or Vogue magazine – and with more than 30 digital platforms Like Twitter, Pinterest, WordPress or LinkedIn.
AMP Pages have many advantages for users – their speed, data saving or reduction of advertising – although they are not always the best option.