Practical Ecommerce

The Real Benefit of Accelerated Mobile Pages

Online marketplace Ebay recently announced it is experimenting with the AMP project in an effort to deliver a rapid, mobile web experience. This image shows an AMP HTML Ebay page as rendered on an iPhone 6 turned horizontally.

Online marketplace eBay recently announced it is experimenting with the AMP project in an effort to deliver a rapid, mobile web experience. This image shows an AMP HTML eBay page as rendered on an iPhone 6 turned horizontally.

The Accelerated Mobile Pages project’s restrictive subset of HTML tags, CSS, and JavaScript encourages web developers and designers to employ practices that may improve the mobile web experience.

Contributor Jill Kocher introduced Practical Ecommerce readers to the AMP project and its search engine optimization potential in February of this year, shortly after Google began favoring AMP in some of its mobile search results. As Kocher pointed out, long-form editorial content available in AMP format may be shown at the top of mobile search results pages.

Search "Donald Trump" on a mobile device and Google may return a page with AMP formatted articles at the top.

Search “Donald Trump” on a mobile device and Google may return a page with AMP formatted articles at the top.

This does not mean that AMP is a ranking factor on Google. Rather, it may simply be that pages that would have otherwise ranked at or near the top of search results for a particular query are featured for using this Google-backed open source project.

Thinking about Mobile Web Best Practices

AMP’s greatest contribution, however, may not be in how it impacts search, but how it forces web developers to think about page construction or about what really matters to a mobile site visitor.

“One of the good things about AMP is that at the end of the day it is a bunch of best practices for building mobile web pages,” wrote eBay Principle Engineer Senthil Padmanabhan on his company’s technology blog.

The AMP “initiative helped us…incorporate these best practices as a part of our regular development life cycle itself,” Padmanabhan wrote. “This made our approach towards AMP more organic, rather than a forced function. The other good side effect of this is even our non-AMP pages become faster.”

Some of the mobile web best practices Padmanabhan describes can be found on the AMP project’s website under the heading of how AMP speeds up performance.

As an example, AMP requires static sizes for all images, advertisements, and iframes. In the code below, notice that an height and width are given for the image — amp-img.

<amp-img src="example.jpg" alt="Example" height="400" width="800"></amp-img>

The goal here is to allow the browser to calculate and lay out the mobile web page with a single HTTP request. One call to the server and Chrome, Firefox, or Safari knows just where everything will go on the page and can display the structure of the page without hesitation. Text content would also be almost immediately available.

Similarly, style-driven recalculations and changes are restricted to avoid wasting time preparing and adjusting the page layout.

Finally, AMP pays a lot of attention to when and how various components load. In the code example above, the amp-img component will not attempt to load the example .jpg file until after all of the page text and structure is complete. This differs from a standard HTML img tag.

Thinking about Tradeoffs

AMP achieves fast load times at the expense of user interactivity, control, and data collection. But even these tradeoffs can be good for the mobile web experience since they require a site developer to think about a page’s goals and make choices about how best to meet those goals.

If the aim is to deliver an article, you might not need custom JavaScript, which AMP restricts. Working with AMP forces you to consider these sorts of issues.

Code Forking

AMP will require developers to fork or split some code. There will be a “full” version of a page (or, more accurately, a page template or layout) and an AMP version. This is a huge problem. To use Padmanabhan’s term, forked code can become a “maintenance nightmare.”

In the past, forked code was one of the reasons that mobile versions of web pages were replaced with responsive pages using a single layout.

The effort to avoid writing and maintaining duplicate code may lead to more modular page development. Even before eBay experimented with AMP, it understood the value of modular design.

“From the beginning we wanted the page to be as lean as possible. This meant keeping the HTML, CSS, and JS to a minimum. To achieve this goal, we followed a modular architecture and started building atomic components. Basically a page is a bunch of modules, and a module is built from other sub-modules, and so on. This practice enabled maximum code reuse, which in turn reduced the size of resources (CSS and JS) drastically,“ Padmanabhan wrote.

AMP’s Contribution

The AMP project may not be the ultimate mobile web solution. But because it is built on HTML and because it is an open source project, it may do more to drive discussions about mobile web development and trade offs than some of the technologies its is compared to, including Apple News and Facebook Instant Articles.

This will be especially true if eBay pilots AMP for ecommerce.

The mobile web experience is rapidly becoming the web experience. Soon the majority of users, shoppers, and visitors will be arriving at websites from a mobile device. How will your business greet them?

Armando Roggio

Armando Roggio

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  1. pal August 8, 2016 Reply

    AMP is Ranking Signal. My Results Prove it.
    I have implemented AMP in my WordPress Website in July 2016.
    After Apply AMP my Results are top in search engines.

    KW: Creamy Cervical Mucus
    KW: digital marketing course in Chandigarh

    Both Results were on 4th Page on Google Search in May 2016. Now it’s on first Page on Google.
    No Doubt, AMP is top ranking factor.
    Anyone have same experience?

  2. Jon Anik August 10, 2016 Reply

    I can also confirm that it is a ranking signal. I’ve been using it for a while now on my site and have definitely experienced increased rankings in my Magento store.

    There has been a free Magento extension created by someone from the Magento community recently and it can be found here:

    Might be useful for other readers to mention it in your post.

  3. Emma May 4, 2017 Reply

    Thank you so much for your post.

    BSSComerce has released the new Google AMP Extension for Magento 2 which can help you to get an AMP version of your Magento 2 store at the lowest cost.

    The module features:

    – Auto-generate Google Accelerated Mobile Pages for Home Page, Category Pages and Product Pages.
    – Display Rich Snippets for AMP Product Pages on search result.
    – Create your own AMP pages at backend by 6 AMP-standard widgets: banner, product list, iframe, social share, image, video.
    – Allow admins to set custom CSS for each page type.
    – Enable connecting with Google Analytics to track performance of AMP pages.

    Got questions about AMP? ASK EXPERTS and get answered immediately!

  4. crazzle plus June 27, 2017 Reply

    no doubt AMP play a vital role to boost your website or blog in search engine. i have a great experiance. i implement AMP on my website and now it come on 2nd page. before AMP , this website was not seen in search engine.
    so AMP is a ranking factor for me too

  5. Daniel Schwartz December 21, 2017 Reply

    I can confirm that AMP is a huge ranking signal, and I have tested it with numerous WordPress sites. After applying AMP to one of my sites it now is showing up properly in google for some competitive keywords.
    I think AMP is the way forward, especially for news sites because it forces you to not rely on Javascript and over-sized images.