AMP Google recently launched an online News Distribution Platform called Accelerated Mobile Pages, otherwise known as AMP. In this blog post you will learn the benefits of this newly implemented system and how you can use Accelerated Mobile Pages to enhance your online mobile performance. Rank higher on Google, increase your content visibility to relevant searchers and boost your sales conversion rates. The Accelerated Mobile Pages (AMP) Project is an open source initiative that enables publishers to create mobile optimised content & get it seen instantly across the world. Additionally it enhances User Experience (UX) permitting all mobile optimised content to load instantly everywhere.

Before now Google acted only as an index pointing users to other websites and apps on your smartphone. Naturally Google wants more of the action and this led to the design and implementation of Accelerated Mobile Pages (AMP).

Did You Know?

According to recent reliable surveys it has been shown that if a mobile user clicks on your website through a smartphone, and that website has a one second delay in mobile load time, this can lower your conversion rate by 3.5%, reduce your page views by nearly 9.5% and increase your bounce rate by over 8%. AMP is programmed to make your mobile site 4x faster and will only use one tenth of the data used by non AMP-registered sites.

AMP Driving Force

News related stories are fast-increasing as more people turn to the web to read their daily news. News stories and articles change every single day and according to data from Kissmetrics ‘around 40% of people will abandon a web page that takes more than 3 seconds to load’. You may have noticed recent new features popping up such as Apple News, Facebook Articles and Twitter Moments. Well, Accelerated Mobile Pages is the Google version which was set up to improve general User Experience (UX) and to stay ahead of the ‘mobile game’.

3 Main Benefits of Accelerated Mobile Pages:


AMP pages load four times faster than they did before this new system was implemented. The quicker your website page loads the more chance you have of converting your traffic to sales.  Load speed should be one of your main goals for both UX (User Experience) and SEO (Search Engine Optimisation). Slick and fast.


AMP optimised news stories now appear at the top of Google’s mobile search result. Stories that have Accelerated Mobile Pages versions will get priority and highest-ranking articles will no longer just be based on relevance and speed. This is excellent for publishers as they can no increase exposure of their work worldwide thus increasing interaction, after all, 50% of traffic does come from mobile searches.


AMP is designed to benefit all publishers looking to launch their up-to-date stories on a regular basis and uses a code base on GitHub allowing other technologists to help develop the code. At the same time it requires web developers to use a specific and very defined set of narrow web technologies. AMP has been compared to Facebook Instant Articles service but allows for more benefits in relation to exposure and interaction. The main aim of the game is to enhance the mobile experience for everyone including publishers, readers and content creators.

Accelerated Mobile Pages consists of three different parts including  AMP  versions of HTML, JS and  Cache.

AMP HTML is, in short, HTML with specific restrictions and extensions to boost performance. AMP JS allows for JavaScript but ensures the fast-rendering of  HTML does not allow third-party scripts or any other author-written JavaScript. Lastly, Accelerated Mobile Pages Cache can be described as a Content Delivery Network (CDN) which validates AMP documents published to the web. Build your pages with the right Accelerated Mobile Pages structure and use the AMP Cache feature to ensure Google globally caches your pages over others published without!

All this may start to seem a bit complex but don’t worry as there is always someone here at our London office to take your call and answer any questions you may have. Send a message to or call us direct on 0203 418 0001.