Accelerated Mobile Pages: Why You Should Have Implemented AMP Yesterday

Kanye said it best. If we all put in the hard work to create something amazing, the effort will make us “harder, better, faster, stronger.” The Accelerated Mobile Pages (AMP) project is living up to Kanye’s words. This new initiative will change the mobile web we know today.

What is the Accelerated Mobile Pages (AMP) project?

The AMP project is an open source initiative that came from publishers, technology companies and creators who wanted to improve the mobile website. AMP is a stripped-down version of the mobile web. It runs on its own HTML, called AMP HTML, which web designers can use across all platforms and apps.

Below are some of the positives and negatives of the new AMP project:


  • Boost in Search Engine Optimization (SEO) — Google has been on the mobile trend for years. With the new initiative coming out, pages that incorporate AMP will receive a boost in the search engine rankings. If the website doesn’t load within 10 seconds, the page might be left on the second and third page of Google’s search results (SERP).
  • Better User Experience (UX) — Users will like the faster speeds and better performance. Behind the scenes, there will be a more common technical core between the pages, giving the UX design a consistent look. To the typical user, the design changes will appear minimalistic, but the speed and performance will jump out immediately.
  • Open to All — Because AMP is open source, publishers and designers can run AMP HTML on all platforms and apps. The open source also allows for modifications within the AMP HTML parameters, giving a chance for all designers to be creative with their website.


  • Lack of Diversity — Because of the common technical core and keeping things simple, the AMP initiative makes it harder for brands to stand out among the rest. After applying AMP, the UI looks very basic.You can see from our screenshot a slightly customized version of the basic AMP implementation. If every website has the same simple code, websites wouldn’t look different from one to the next. How does one brand stand out from the rest? The answer is editing the CSS using FTP.
  • Content Available to Third Parties — AMP files can be cached into the cloud, which will reduce the amount of time content gets to the user. The flaw, though, is that this content can be crawled, indexed, displayed and cached by 3rd parties. This might create some inconsistencies between what the publisher wants and what the user sees.

The AMP project initiative is starting to grow. There are some flaws in the system, but overall, it’s a great start down the path towards a better mobile experience for all. Start working on developing AMP pages now so your website can become “better, faster, and stronger.”

If you’re ready to integrate AMP pages into your website, contact FleetCreature’s Web Design Experts today (or yesterday).


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