Google Accelerated Mobile Pages


“With great power comes great responsibility”- it wouldn’t be wrong to say that with the ever increasing processing power in computers and mobile devices and the recent advent of rich frameworks in JavaScript, the web developers are getting spoilt. Frameworks such as Angular, React and interactive component libraries make it simple for front-end developers to rapidly build beautiful, content-rich, interactive pages without realizing the intensive scripts running in the underlying libraries.

Though optimized, more often than not, these libraries together add up to the load time. There are tons of articles emphasizing on the best practices for building high performance websites, however the majority aren’t optimized to their full capacity. The pages suffice the requirements for Desktop and PCs but fail to give the best experience for Mobile devices. As per a recent survey, in 2014, mobile internet traffic crossed the desktop traffic and by 2017, it will cover 80% of the user base.

Mobile Users Forecast

Mobile Users Forecast – Survey

Machine generated alternative text: Mobile Desktop I Laptop • Other Connected Devices 3.2 3.0 12% of Total of Total 4.3 0.8 2.6

Google AMP, Facebook Instant Articles and Apple News are such major steps from the giants to recondition this luxury or ‘power’ and focus on the content-first to cater to the exponentially rising mobile users. Facebook Instant Articles serves the content on its own platform, while Apple News are yet to provide more details on the roadmap ahead, whereas Google AMP has already given the businesses several reasons to add support for AMP.

Google AMP and Facebook Instat Articles

Image Source: metropublisher

What?Machine generated alternative text: Instant. Everywhere. The Accelerated Mobile Pages (AMP) Project is an open initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.

Google Accelerated Mobile Pages(AMP), simply put, would be your existing pages in a no-script environment. JavaScript plays an important role for interactive websites. Forms, Buttons, Inputs, Media Player, Payment Gateway, Animations, Rich Components and many more such features essentially need JavaScript for their proper functioning. If your website primarily publishes content for readers, such as news, media or blogs, AMP is what you should get on to without further ado. Most common elements which need JavaScript such as Embedding YouTube Videos, Sharing on Social Network, Ads and Monetization, Analytics, Carousels, Gallery, Live lists and many more are still possible with optimized components offered by the amp-project.

Accelerated Mobile Pages Google AMP

But if your online business doesn’t fit above, you should still consider AMP with a smart mix of readable content on AMP Pages and a link or clue to the full website wherever necessary. With this you’ll still be able to get the attention of the mobile customers who’re currently lost due to site load time. Moreover you will greatly benefit from your site content published in the Google Search Carousel and Top Stories.

Google Search Carousel - Top Stories

Google Search Carousel – Top Stories

As we speak, Google has already indicated their plans to add support for use-cases, not just restricted to articles and news and that it’s going to only get much better from here on in. In yesterday’s announcement from Google they have illustrated how an eCommerce website can be built on AMP. eBay is already a step ahead in getting AMP up and running on their pages with more details published here. A live example of the AMP pages at eBay can be seen here.

eBay Google AMP

eBay’s Implementation of Google AMPs

While the products are listed on the AMP version of the pages, very smartly each of the product tiles, link to view more products, payments, categories etc. and continue to be hyperlinked to the original eBay mobile website. It clearly sets a mouth-watering statement for smaller businesses to leapfrog ahead with the Google AMP.


If your website is running on these popular CMS, you will be able to get the AMP versions up and running efficiently in just a few clicks. WordPress has an official plugin authored by Automattic and can be installed from

If you have a website built on server-side rendering techniques like PHP, JAVA, .NET (legacy ASPX only) it needs to be validated against AMP recommended tags and in most-cases you might have to have a separate AMP version of the pages. The AMP version of pages can only use a subset of HTML tags, no custom JavaScript, limited amount of CSS(<50kb) and some custom amp tags and attributes.

We will be posting a detailed article soon for modern websites heavily dependent on client side content loading using JavaScript, AJAX and libraries such as AngularJS, React.js etc.

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