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Google AMP

The introduction of Google AMP

February 2016 is the month the mobile web as we know it changes for the better!

After testing it in private companies, Google recently announced that in February 2016 it will introduce its AMP technology to the rest of the world.

Google’s AMP technology (short for Accelerated Mobile Pages) is the company’s open source initiative to deliver a platform that can load web pages instantly, improving the way we consume content in browsers and other apps.

The project relies on AMP HTML, essentially a restricted combination of HTML, CSS, and JavaScript, enforced with a specific validator. These restrictions enhance performance and reliability, though custom elements have been defined to compensate for adverse limitations and allow for richer content.

Functionality and features comprise:

  • Content: The AMP tech provides an open source approach, which allows publishers to focus on producing great content while relying on the shared components for great user experience.
  • Distribution: To  ensure that everyone has instant access to content produced across the globe on all kinds of devices, a new approach to caching has been designed. This new approach allows the publisher to continue hosting their content while allowing for efficient distribution through Google’s high performance global cache. Google intends to open their cache servers to be free and used by anyone.
  • Advertising: Any site using AMP HTML will be able to continue to use their choice of ad networks as well as any formats.

Increased collaborative efforts to improve our experience of the mobile web mark the beginning of an exciting partnership between technology companies and publishers. Some of the companies planning to integrate this new technology are Twitter, PinterestWordPress.comChartbeatParse.lyAdobe Analytics and LinkedIn.

We are eagerly awaiting integration with WordPress standalone too which is sure to be a topic that will come up in 2016.

According to John Mueller from Google, this is going to be “next year’s hottest new website technology,” and this means we should all start preparing for this implementation. Whether you’re a developer or just a website owner, start equipping yourself if you don’t want to arrive late to the party.

Too busy to get to it? Allow the professionals to do it for you. For the right assistance, request a quote from us.


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