WTF

AMP?!?is...

CARL V. LEWIS - Refresh Savannah, 1/19/2017

Accelerated Mobile Pages(a.k.a. Google’s latest attempt to rewrite web

standards)

And failure to comply could mean lower search rankings...

Google is forcing its own new standard

That oh-so-cool little lightning symbol means the link is AMP-enabled.

Notice this on mobile search lately?

That means Google puts sites conforming to AMP in top of search – providing an “in-app” sort of experience.

Sure, it means 87% faster load times

Which likely means higher conversion rates.

And it’s quasi- ‘open-source’

But how does AMP differ from RWD (responsive web design)?

And is it a good thing?

1. AMP creates two separate versions of your page. A normal responsive one and an AMP one.

“Developers must use a narrow set of web technologies to create pages.” -AMP Project Homepage

2.Read: No custom JavaScript allowed!

3. AMP requires special iFrames for JS and about anything but standard HTML/CSS.

The <amp-iframeiframe> tag allows some JS from external page, much like the standard <iframe> tag.

BUT

WHY?!?

THEORY ONE:AMP is a sincere, open-source effort to improve mobile experience that requires separate specs but, at its heart, relies on existing web tech.

THEORY TWO:AMP is Google’s strong-handed response to FB Instant Articles and Apple News.

THEORY 3:Google just wants to rule the world.

CONCLUSION:

You probably should hop on the AMP

train now regardless.

https://www.ampproject.org/