Google introduces the AMP Project which promises instant webpage loads on mobiles and tablets

Google introduces the AMP Project which promises instant webpage loads on mobiles and tablets

Development, Digital, General

As the mobile web market share rises so does the demand for faster mobile browsing. Over the past few years most websites have rolled out responsive websites or dedicated mobile sites for users browsing the internet on their mobiles/tablets. In 2014 the mobile web market share surpassed the desktop, making the mobile web perhaps the most important.

This being said mobile users still seem to suffer when browsing the internet, usually down to ill thought out mobile UI and excessive 3rd party ads and widgets which impact on mobile users greatly slowing down the load of the page and impairing on the users experience of the page.

Google have taken to tackle this problem head on by introducing Accelerated Mobile Pages (AMP), a mobile web ecosystem designed to optimise the delivery of static content. The project promises near instant delivery of content such as blog posts and news articles.

Essentially AMP works by restricting file sizes. JavaScript for example is a no go, absolutely no JavaScript files allowed in the AMP environment. CSS is also limited, properties such as transition, filter and animations are not allowed. The CSS file can’t exceed 50 kb.

Tiny file sizes, caching and clever load prioritisation let’s these AMP pages display “up to 85% faster” than a standard web page. Great news for mobile users everywhere but bad news for publishers, with only text and images, only very basic pages are possible making the freedom of creativity on these pages very minimal. Chances are these pages would all look very similar but would be great for delivering simple pages such as news and posts.

30 publishers are already onboard, the list includes Twitter, Pinterest and so expect to see Googles Accelerated Pages very soon. You can even start to use the AMP demo yourself by visiting

Vote for me now in the UK Blog Awards #UKBA16

Creative October 17, 2017

Giving Show Homes a fresh twist

by Lucy Sherratt

Digital September 29, 2017

Why Gaining Digital Experience Is Key

by Max Rottier

Creative July 18, 2017

Thrive helps put the art in Beartown

by Dave Powell