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As our blog on the resurgence of Mobilegeddon explained, the drive to enhance the mobile user experience is gathering pace.


Hot on the heels of Facebook’s roll out of Instant Articles and the launch last year of Apple News, Google recently launched the Accelerated Mobile Pages project (AMP). Aside from having another acronym to remember, it is going to have a huge impact on the way we consume content. And with more than 50% of Google searches taking place on mobile, the demand is of course there. 

So, what is AMP? 

AMP reduces the part of a web page that takes a longer time to load, such as Javascript, CSS and some HTML, meaning that content loads much quicker (around four times faster by some accounts). And as a benefit, Google will actually cache AMP so they can be served to users even quicker - think Facebook Instant Articles from your search results. Google are effectively providing you with a free Content Delivery Network (a network of proxy servers designed to deliver content at high speed and volume) for your AMP content.


What will AMP look like? Take a look at a couple of screen shots of our blogs:


Standard mobile page view

AMP example 1

AMP view

Standard mobile page view

AMP view



You'll see there's not a great deal of difference in the page appearance, but the speed to load is significantly faster for the AMP'd pages. 

What are the next steps? 

With the activation of AMP possible through implementation of some fairly simple HTML coding or plugins to publishing platforms (Google’s page on AMP provides some useful information on achieving this), adoption should be fairly simple for most companies. How more complex pages will be rendered remains to be seen however (it already looks like in-site advertising will suffer for example).

As AMP appears to work best for delivering online content - such as news and blogs – in a simpler way for search and for mobile, is this something that companies need to consider for their corporate and IR news?


The answer is a resounding 'yes' - anything that can speed up the mobile experience of a website is of great value when serving your audience. In 2015, over 50% of Google searches in the US and UK are understood to have come from mobile, so delivering a more efficient mobile experience could be of benefit to around half your audience. And as Google displays AMP’d pages at the top of search results on mobile, there’s more chance of this content being read.


With AMP barely out of beta testing, much of the ingenious usage is still to be seen. Here at Investis we’re watching AMP with cautious optimism and keeping a firm eye on how it is being used, as well as testing it on our platform. We’ll share the results as they come.

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