Google Accelerated Mobile Pages

On October 7, 2015 Google officially announced a new open source initiative called Accelerated Mobile Pages, which aims to dramatically improve the performance of the mobile web.

Google AMP = Accelerated Mobile Pages Project = AMP HTML = Amplified Pages

How do Google Accelerated Mobile Pages work?
The Google AMP Project relies on AMP HTML, a new open framework built entirely out of existing web technologies, which allows websites to build light-weight webpages.
Publishers can pull from a common library of scripts and other content, and optionally tap into the Google cache, to deliver fast web pages.

Which sites are running Google Accelerated Mobile Pages?
Presently, about 30 publishers from around the world are taking part including Vox, The Verge, BuzzFeed, Washington Post, Twitter, Pinterest,, Chartbeat,, Adobe Analytics and LinkedIn. Over time Google anticipates that other products such as Google News will also integrate AMP HTML pages.

Why is Google launching AMP HTML?
The AMP project is aimed at making pages load more quickly on mobile devices. Google also needs to compete against similar technology initiatives by Apple and Facebook.

What are the technical specs for Google Accelerated Mobile Pages?
The initial technical specification—developed with input and code from our partners in the publishing and technology sectors can be viewed at GitHub.

AMP HTML works by including the AMP JS library and adding a bit of boilerplate to a web page, so that it meets the AMP HTML Specification. The simplest AMP HTML file looks like this:
[code language=”html”]
<!doctype html>
<html ⚡>
<meta charset="utf-8">
<link rel="canonical" href="hello-world.html" >
<meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale=1">
<style>body {opacity: 0}</style><noscript><style>body {opacity: 1}</style></noscript>
<script async src=""></script>
<body>Hello World!</body>

This allows the AMP library to include:

  • The AMP JS library, that manages the loading of external resources to ensure a fast rendering of the page.
  • An AMP validator that provides a way for web developers to easily validate that their code meets the AMP HTML specification.
  • Some custom elements, called AMP HTML components, which make common patterns easy to implement in a performant way.

What are the benefits of Google AMP for publishers?
(Apart from the obvious faster loading pages) Advertising. Accelerated Mobile Pages support a comprehensive range of ad formats, ad networks and technologies. Any sites using AMP HTML will retain their choice of ad networks, as well as any formats that don’t detract from the user experience. It’s also a core goal of the project to support subscriptions and paywalls.

Do CMS Systems currently support AMP?
Good news for WordPress users! WordPress has already announced a plugin to enable publishing in the format.

Official –
Dev Specs –
Twitter & AMP –
Start Using AMP –


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