From left to right: Googler Adam Greenberg, Condé Nast’s John Shehata, Vox Media’s Elite Truong, and Search Engine Land’s Danny Sullivan.
Googler Adam Greenberg , who creates global partnerships with the AMP Project, kicked off the “Getting AMPed” session at last week’s SMX East 2016 with a look at AMP from Google’s perspective. Later in the session, Condé Nast’s John Shehata and Vox Media’s Elite Truong shared the publisher perspective.
Why did Google implement accelerated mobile pages (AMP)? Greenberg said they wanted to solve the all-too-familiar problems on mobile:
Page loads slowly.
Scrolling is non-responsive.
Content shifts around.
Google wanted to make pages fast in a way that was easy for developers to implement, enabled monetization and embraced the open web. Thus was born the Accelerated Mobile Pages Project.
Forty percent of people abandon a website that takes more than three seconds to load. That’s an enormous amount of potential loss. Google wants to ameliorate that pain point with AMP.
A huge class of content on the web is leaf pages — not home pages, but the stuff that stems off of them. This includes articles, blog posts, recipes and so on. These leaf pages are a perfect match for AMP.
AMP has a validatable spec. Its requirements and restrictions ensure the right bits are arranged in just the right way. There is also a web components library associated with AMP.
Slide by Rudy Galfi, Google’s lead product manager for AMP.