Accelerated Mobile Pages (AMP) are bead-fast pages that provide a faster and more engaging reading experience for mobile phone users. AMP is supported by Google, mainly because most AMP pages are in the top search bar.
Advertisers and publications have started protesting against the favorable treatment of the MPA, as well as the money Google is looking for by having a cache on its server that serves other people’s content.
In this article we will see what MPA is, how it works and why people are reluctant to use Google’s lightweight pages.
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AMP uses a purified code called AMP HTML to speed up the loading of content. Pages that do not accept custom input can be previewed, which is what HTML AMP does.
The WAP was launched in response to sister projects such as Facebook Instant Articles, where Facebook publishes and posts content in its newsfeed with the FIA.
Unlike the FIA, the MPA uses an open source framework. This means that other companies can host and serve content generated on similar sites such as Twitter, Tumblr, Pinterest and Google Search.
The MPA is an architecture of its own. Users see your content technically, but it is not supported by your framework. More than once, people have received an MPA version of an article instead of the main page. This creates confusion about advertising revenue.
More than half of the population with access to the Internet does so via mobile phone. Longer loading times increase the page’s bounce speed.
All the work required to create content is eliminated by AMP compression of large files. The elements displayed on the screen may also vary depending on the playback speed.
Publications such as Wired have a 25% increase in the number of pages viewed. Other giants have also benefited from the MPA.
Smaller stores do not have developers as skilled as the resources. The chance of a higher search engine results page (SERP) escapes them.
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Page loading time is reduced by 15 to 85% thanks to the AMP plugin. The HTML documentation for MPA 2018 claims a performance leap of 800%, although there is no source to confirm these figures.
However, users have noticed a 20-30% reduction in loading times. The following characteristics explain how :
- Static scope of all resources : Any external page source, such as. B. Images, iframes, or advertisements, must specify their own size in HTML. The AMP specifies the size and position of each element and still loads the layout.
- Avoid blocking the display: Extension mechanisms always prevent the page from being displayed. The AMP can accept additional HTTP requests to extend embedded files, tweets, lightboxes, etc.
- Permitting third party SDs, but only in sandbox iframes, does not block further execution.
- You will be asked to perform recalculations at the same time, but an insufficient size of the DOM will not cause any delay.
- Efficient font trigger : Web fonts are large. Hence the importance of font optimization for the web. A page with multiple synchronization scripts and external font sheets will wait for the fonts to load until these requirements are met.
- The MPA sets no requirements before the fonts start to load. The asynchronous function allows the browser to load the fonts faster.
- Loading resources : By taking into account what is needed, the MPA controls other aspects of the burden of resources. It also has a predisposition for laziness of means.
- Means to be loaded as late as possible shall be delivered as soon as possible. Images and advertisements are loaded only when the user needs to see them.
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The implementation of the MPA format has raised concerns among many publishers and developers. By visiting the section recommended by Google or opening a generic MPA link, the user remains in the Google ecosystem.
Finally, the publisher’s domain is confused with the prefix google.com/amp. Google has set up signed HTTP exchanges, which guarantee the display of the URL of the original website. This simply includes the fact that you are displaying the AMP page.
The preference for faster page loading is not a problem, although obvious flaws such as the ban on preloading non-GPA pages cannot be overlooked. If publishers allow it and Google deems it appropriate, all pages can be preloaded, not just MPAs.
In addition, Google and the publisher of the MPA may collect any information about you. As it is explicitly written in the Google support article. The above disadvantages only apply to AMP pages in the cache.
Uncached AMP pages only use the AMP framework. This offers a slight improvement in performance, but with fewer features. With the introduction of the MPA, a framework for action was created against the abundance of open web and privacy.
Many developers are now integrating AMP cache optimization into the building process, including steps such as
- Hides images and fonts,
- Creation of extra dimensions and addition of srcset to support them,
- Automate resource requests such as dns prefetch and first name.
The MPA is now a much larger project and aims to improve the Mail, Stories and UX websites. Until this year, Google’s Top Stories carousel was limited to MPA pages. Many users have noticed this and say that Google is trying to increase its dominance on the Internet.
From 2021, Google plans to open the carousel to non-MPA sites.
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Lovers of technology. An engineering student who loves writing, music, memes and movies.
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