AMP Google is the No. 1 tool for speeding up website loading up to 1 sec!

Does the mobile version of your site load for more than 3 seconds? You lose 50% of your customers.

Are you aware that a website loading for 3 seconds is a very long time? More than half of the users are not willing to wait for the completion and leave such a page. It seems absurd, but it’s a fact. What can we say about the average time required to open a mobile resource on a 3G connection … 19 seconds!

According to Google Development manager Andrey Lipattsev, 19 seconds is enough to fall off a skyscraper. And the saddest thing is that the site that caused you to fall from the window never loaded…

If you don’t want to make your users sad, suffer or get thrown out of the windows, then rather find out how you can download the mobile version of the website even with a slow Internet connection. There is AMP Google for this.

What is AMP Google?

Accelerated Mobile Page is an accelerator for loading mobile pages of websites.

The essence of this accelerator is to remove out of sight all the content that you, in fact, did not request. Everything that is most important and quickly downloadable remains on the resource. At the same time, the user will definitely receive the information for which he came here.

The open source mobile page acceleration technology supports work on almost all the most popular browsers, as well as on a huge number of social networks.

Google AMP is not Google at all

AMR is a technology designed not for the search engine of the same name, but for the Internet as a whole. The browser supports this software, but does not have control over it.

AMP format is the result of team efforts of developers from all over the world. They regularly update their brainchild, informing the rest of the participants of the AMR system about it. Thus, the functionality of the platform is constantly expanding, adapting to the needs of users. Progress on the face: now you can use the tool not only in the field of media, but also for online stores.

What does AMR look like?

In principle, a page using AMR technology, at first glance, practically does not differ from a standard website in appearance. Here, the moment of how Google displays AMR pages in mobile search engines is more interesting.

For example, we want to read the main news. AMR-news pages are displayed as usual, but with slightly larger cards and a lightning bolt icon. But as soon as we click on a specific news item, the “magic” begins.

In fact, we stayed on the same page, and did not switch to a third-party site: Google itself loads the page content to us. The news is made in a slider format and you can scroll them left-right or go back to the search. But the most important thing is that all media are opened instantly!

Who should use Google AMP and why?

In 2016, only media portals could evaluate the platform’s capabilities. Even then it was clear that a significant reduction in the loading speed of news resources was a plus to competitiveness. Today, more and more publishers are using AMR, and for some this program has completely replaced the mobile versions of pages.

The official AMR website defines three main groups of Internet businesses that its work is aimed at:

  • For publishers.
  • For advertisers.
  • For technological resources (SSP platforms, DSP and analytical services).

Online stores and AMR

In May last year, Google announced the release of the AMR update, which provides for the ability to choose, add products from the pages of online stores to the comparison and purchase them.

At this stage, the innovation is presented as an opportunity to view information about the product and go to the mobile site to purchase it. But such insignificant, at first glance, steps were enough to increase the conversion rate. And there are several reasons for this.

AMR and its impact on conversion

For what reason does the user close the page even before it has loaded? We enter a specific request, wait for it to be displayed, but we do not get the declared result, because the web resource “freezes” in the “please wait” mode. Naturally, when expectations are not met, we leave here.

And now imagine that in 1 second you will be shown the product of interest with detailed information about it. Then the client will be ready to wait a few seconds to study the position in more detail and order it.

For example, you are looking for a bicycle. You are just looking closely, then why do you need the “basket”, “buy” or detailed filtering buttons at the selection stage? With Google AMR at this stage, only a list (listing) of products and the most key filters will be displayed: “city bike”, “children’s”, “mountain”, etc. with several of the most popular positions.

The filter will be unobtrusive and presented in the form of subheadings, under which the products are placed with horizontal or side scrolling. This format fully satisfies the needs of the buyer, who only chooses and looks closely. But when he clicks on the selected bike model, he will be ready to wait until the resource redirects him to a mobile web page to continue working with the product (purchases, questions).

However, before you bring a visitor to your site, you should check it for download speed and possible errors. More than half of potential customers will leave, they simply will not have the patience to wait for the resource to be fully loaded.

This implies the main advantages of Google’s AMR: to make the first contact with your site as effective as possible and to keep the buyer. The faster the connection takes place, the higher the conversion rate will be.

Why is it so important to use Google AMR?

The speed and only the speed of opening the resource. And here’s another side: it’s not just how fast it loads, but also in what form.

Let’s go back to the familiar situation: the user opens the page and starts scrolling through the information on it. And then the resource starts playing against us: the data “jumps” in different directions.

The fact is that when a new frame or script tries to be displayed on a smartphone, the device does not always correctly transmit it to your screen.

AMR will not allow this, since the platform assumes asynchronous drawing of resources, as well as displaying information using caching. The elements are drawn even before loading and do not “jump” on the display.

How Google AMR works

The speed of displaying websites on mobile devices is increasing due to the reduction in the amount of information:

  • HTML is compressed to an acceptable minimum;
  • JavaScript is strictly limited in use;
  • CSS customizations are generally blocked.

Under such conditions of operation of the site, it is still possible to place ads on it. At the same time, it does not interfere and does not slow down the loading of the main content.

The global cache is an additional element that gives speed. The content will be placed as close as possible to the place of its consumption. The algorithm of the process looks like this:

  • Google AMR HTML is loaded into the cache.
  • The resource used by the user accesses the cache and displays data already from it.
  • The platform is displayed almost instantly directly from the Google search results page.

Advantages of using AMR

  • The page loads in an average of 0.7 seconds;
  • Pages open 4 times faster than without the tool;
  • The size of the information transmitted to the user is reduced by 10 times.

How do I install AMP Google on my website?

At the stage of writing the page, it is important to remember that AMR has a lot of limitations and puts forward some requirements. It is better to read the detailed instructions directly from the offsite, but the key point is to make changes to the standard HTML code that will allow the browser to access the AMR version.

You can do it this way:

  • A regular file is created, linked by a canonical link tag with basic information.
  • On an existing page, it is necessary to link the AMR page with the canonical one, indicating that one is the main one, and the second is the AMR.
  • When creating a resource “from scratch”, it is enough to specify an AMR link to yourself, giving it a canonical role.

Attention: This information is intended for developers who understand HTML. Amateurs and homegrown programmers will not be able to implement AMR or it will be quite problematic to do so.

An example of the implementation of AMR Google provided a resource in the form of a case in order for other users to present the scale of the work and be able to evaluate their capabilities. All manipulations took 12 days for this company, but they gave amazing results.

To do this , it took:

  • Create new paths in the database for pre-created AMPS.
  • Register new templates for pages for content placement.
  • Rewrite the CSS to meet the traffic restrictions.
  • Create a system for inserting multimedia.
  • Integrate macro markup for news into the page.
  • Allow access for Google Analytics.


  • The pages began to load 2 times faster.
  • The site’s traffic has grown 18 times.

And finally

Do you create all sorts of “fancy” chips for your website? Remember the “3 seconds rule” for its users. Google’s policy appeals to all developers to write pages that are carefully related to users’ mobile gadgets, namely, to provide the audience with exactly what it asked for.

We remind you of the importance of AMR:

  • The resource opens on the device in 1 second
  • Thanks to global caching, the site will not interrupt the connection and will continue to work, even if the Internet connection is broken
  • AMR is the first quick contact with the user. Next, it’s up to the mobile version of your site and its attractiveness to the target audience.
 KRAB Marketing Agency