WHAT IS AMP (ACCELRATED MOBILE PAGES)?

In October of 2015, google launched AMP as an open-source custom web development framework with the purpose to speed up web loading times for mobile devices. There is some concern among many web developers when it comes to AMP that web page and business owners need to be aware of.

New technologies in the form of data collection software and email provider technology, all of which are working to engage customers with data-driven tactics that ensure you're only sending messages your subscribers want. And that is critical!

More for Google, less for you

AMP cache-served on Google's servers. Web audience and customers will be spending time on Google's site where advertising spending will be the main bonus and benefit for Google while less time is spent on the website owners pages. There are plans to change this but we can only hope that the scales are tipped in favour of customer's sites. No guarantees there.

Extra technical work required

You will now need to use a different tag for Google Analytics. More time consumed for you or your developer. Failing to do this though would be missing out on a massive amount of analytics information. Add to the fact that AMP is not the easiest system to install since most coding is manual. This will have a bearing on design style and the look of your website. Many are just preferring to focus on their preferred design style rather than accommodate to Google's AMP.

Google's increasing control

Essentially, your AMP site will be simply a stripped-down version of your content. Google is the decision maker in regards to what, how much and if any content will be displayed. If there are videos on your page, Google's AMP would negate any speed gains.

Fake news detection is lost as content that is modified and redacted by AMP becomes similar to that of other sites. This allows for fake articles, fake news and phishing clickbait articles to appear alongside any real and legitimate ones.

In summary, we welcome any speed improvements and efficicenty to our web pages. We're uncertain of any invitation to new tools that seem to benefit the conglomerates rather than the end user.