Can Google AMP optimize mobile web?




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Technology has made things faster and easier, smartphones put internet in everyone’s pocket. Mobile has officially eclipsed desktop in terms of usage numbers, and is cementing itself as the go-to platform for connecting, engaging, shopping and general consumption. According to comScore Media’s research, the number of mobile-only internet users has excess desktop-only users in the US since last year.  Mobile users tend to be less patient on browsing and surfing, 47% of mobile users expect a web page to load within 2 seconds (Soasta). Advertising and server latency limitation could be burdens for web loading speed. If the user experience isn’t spectacular on these platforms, however, consumers are likely to drop off.


Google together with dozens of other publishers and technology companies launched the Accelerated Mobile Pages (AMP) project in February 24, 2016. AMP is an open-source framework that enables publisher to easily improve speed for their mobile readership without sacrificing any as revenue that they may rely upon. When AMP downloads resources, it optimizes downloads so that the currently most important resources are downloaded first. Moreover, AMP store static content like text and images by caching, so Google can serve them almost instantaneously since the pages are sitting on their servers — servers that are closer and much faster to users. Any changes in content updated within publishers’ CMS will be recognized by Google’s cache in few seconds. Apart from that, AMP compliant content always gets displayed in high priority among the Google search results. Google claims that the loading speed of AMP based web can be 4 to 10 times faster than conventional JavaScript based web.

Google is still optimizing the web-advertising frame in AMP. Majority web ads contains complex author-written JavaScript package, which are excludes from AMP standard web. At this moment, AMP only allow asynchronous scripts to keep JavaScript from delaying page rendering. Therefore, it still leaves publishers in a dilemma of sacrificing part of the advertising revenue or improving customer experience. In other words, if Google AMP is not able to create possibility for more type of ads, the level of acceptance of AMP among small scale publishers, who are mainly supported by advertisement revenue, would be very low.
















At StarEAST, desktop takes a back seat to mobile

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