AMP 

Accelerated Mobile Pages

As the mobile web has overtaken desktop as the primary way people access content online, the way publications design and display web pages has taken on increasing importance. Mobile is a notoriously tricky platform. Limited data plans, fickle networks, and slower processing speeds mean that website owners need to be especially conscious of how their pages are built and displayed. Especially on mobile devices, poorly designed or slow-loading pages can dramatically increase bounce rates and result in lost revenue.

What is AMP?

A web standard aim at mobile platforms. AMP provides a great user experience across many platforms. The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites that are consistently fast, beautiful and high-performing across devices and distribution platforms.

AMP is a Google-backed project with the aim of speeding up the delivery of content through the use of stripped down code known as AMP HTML. Put simply, AMP is a way to build web pages for static content (pages that don’t change based on user behaviour), that allows the pages to load (and pre-render in Google search) much faster than regular HTML.

Google describes AMP as: 

Instant. Everywhere.
For many, reading on the mobile web is a slow, clunky and frustrating experience - but it doesn’t have to be that way. The Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.

AMP Higher Performance

Web pages published in the AMP open-source format load near instantly, giving users a smooth, more engaging experience on mobile and desktop.

AMP Flexibility and Results

Publishers and advertisers can decide how to present their content and what technology vendors to use, all while maintaining and improving key performance indicators.

Engagement

Web pages published in the AMP  format load near instantly, giving users a smooth, more engaging experience on mobile and desktop.

Limitations of AMP

AMP HTML is designed to improve both the speed and readability of content, meaning the code used is heavily stripped-down. Thus, there are some features and visual limitations to this approach, which are as follows:

- No JavaScript will be allowed other than an off-the-shelf AMP library
- Images will only load when you scroll down to them (lazy load functionality) 
- Accessibility, AMP for screen readers is pretty poor as it currently stands.

Techincal info from Google YouTube

Video here shows a Gatting Started with AMP details. It explains well the fundamental point of AMP too.

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