Home /AMP Loading ‘Twice as Fast’ Now According to Google

AMP Loading ‘Twice as Fast’ Now According to Google


Google recently held it’s annual I/O developer’s conference and unveiled a bevy of new services, features, and updates to how they operate across the web, mobile platforms and more. Most important and relevant to you, our readers, are the announced updates for the Accelerate Mobile Pages initiative.

Yes, Google has made some changes most of which are for the better. What are they? Let’s take a closer look and find out.


How Has the AMP Loading Process Changed?

For starters, Google claims that AMP-enabled pages will now load much, much faster. Exactly “twice as fast” as they did in the past. This is possible thanks to several improvements and optimizations on the backend of the service. As you may or may not know, AMP-enabled pages ping a remote service to boost speed.

Part of that remote service is a cache, which is used to deliver the slimmed-down, ultra-speedy web pages. Google servers will now utilize the Brotli compression algorithm which helps reduce document sizes. More specifically, documents are 10 percent smaller, while images are 50 percent more efficient. The optimization of these elements alone helps speed up the entire process, which is what contributes to the boost in speed for AMP loading times.

But that’s not the only thing that’s changing.


Introducing AMP Partners

Google IO 2017Google wasn’t messing around when they unveiled their plan for a fresh beginning for the mobile web. They want everyone and anyone to adopt the initiative and revamp their sites and online portals. Hence, why they’ve also announced a new program of AMP “partners” which include a variety of the biggest companies in the world.

Later this year, China’s giant social network Tencent Qzone alongside Weibo will be rolling out AMP-enabled content. It’s worth noting that Weibo operates China’s third-largest website.

Other names such as Twitter, Tumblr, eBay, Zalando, and many others have announced AMP support. Tumblr alone will be converting its 340 million blog pages across 500,000 domains into AMP supported portals.

This is merely an aside to the existing companies that have adopted the standard. You may recognize a few of these names:

  • Squarespace
  • Reddit
  • Flipkart
  • TripAdvisor
  • Disney
  • Drugs.com
  • NFL
  • The New York Times
  • Buzzfeed
  • Food Network
  • Parse
  • Vox Media
  • Conde Nast
  • CBS Interactive
  • Bing
  • Pinterest
  • LinkedIn


Of course, that’s not a comprehensive list. There are many others that have yet to be named.


If you haven’t already, now is the time to get onboard before it’s absolutely too late.

At the conference, Google also announced that there are more than 150 million AMP documents across 232 locales and well over 104 languages. Those are some impressive numbers, especially for a web standard that was only just rolled out within the past couple of years.

No doubt, AMP support is growing and it’s growing fast.

Part of that is because Google is really putting their weight behind the standard, in order to drum up support from a huge selection of third-parties. The other part is that, well, if you don’t participate you’re going to be left behind, at least when it comes to mobile use.

That’s extremely important, though, because mobile is quickly becoming the more popular platform for consumers and internet users.

Not to mention, other new features have also been introduced, like AMP Lite which allows devices with slower internet connections to reap the rewards of AMP-enabled content. It allows for up to a 40 percent reduction in data transfer when browsing AMP websites.

There’s also AMP Bind, which is a unique update to the way e-commerce works with the standard. Retailers such as GAP can build product pages that have interactive elements, such as color and size selectors for clothing, and products.

It’s not a stretch to assume Google will one day completely optimize the way AMP works with adverts and revenue (hint: it already happened), just like they have for the desktop experience.


Take Advantage of AMP Loading Speeds, Convert Your Content Now

Want to learn how to convert your pages and content to the AMP format? Be sure to check out our free tutorial. It will walk you through the entire process, and even help you validate your pages once you’re done. You’ll be reaping the rewards of those super fast AMP loading speeds in no time.

There’s never been a better time to get in the AMP game!

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