AMP is the wave of the future for mobile user searches. If it’s not part of your web design in Toronto, you may be left in the dust.

You don’t need to be a research or tech expert to realize that people will abandon a website quickly if it doesn’t load fast enough. Plenty of research released over the years has demonstrated that poor speed is one of the top factors that impacts a user’s browsing experience. This is why so many websites have taken steps to help ensure their sites and content load as quickly as possible. And, as mobile users increase, so has the speed-up efforts focused on them.

To address the challenge of faster load times, both Apple and Facebook have developed and launched their own propriety tools, but this has had a limited effect. In 2015, search giant Google decided to get into the faster loading game and launched its own open source initiative known as “Accelerated Mobile Pages (AMP).” This project is aimed at boosting the experience of mobile users as they search on their devices by reducing the load time for content.

AMP in action

Essentially, when users perform a Google search on their mobile device, they will now get web pages that have been created via AMP and will show up, when relevant, in the “Top Stories” part of the search results page. According to Google, a story you decide to read out of this section will load very fast and will be easy to scroll through instead of jumping around or taking too long to load. Users can also swipe from one full-page story made by AMP to the next.

At this point, websites must create a separate AMP version of their webpages and content in addition to their usual desktop pages. There are still questions about how this will impact content monetization as this yet remains unclear. A web design in Toronto firm can assist website owners with the creation and implementation of AMP pages and identify what may need to be tweaked to help preserve any monetization.

AMP pages use what is being called “amp-html,” which is essentially a stripped-down version of the traditional desktop webpage. This takes away some of the things that desktop devices handle easily but are harder for mobile devices to load, such as CSS, and only keeps the code that is involved directly in content rendering, such as gifs, images, texts and some basic ad formats and trackers.

This, Google says, leads to much faster loading times with AMP, with the search giant estimating that AMP pages load about four times faster than non-AMP pages and use about ten times less data than non-AMP pages. In addition, Google is supporting AMP with a large distributed caching system in which pages are hosted in various caches around the world, increasing the odds of being closer to the user and keeping latency low during searches.

Despite the initial and potentially ongoing time investment in web design in Toronto needed for AMP, many in the industry believe that it is going to become the standard for mobile browsing going forward. Since it helps ease latency and boosts the mobile experience for users, creators, platforms and content providers, it’s likely something brands and people across multiple industries will embrace as it becomes more widely used. As time goes by, it will become increasingly evident which websites have embraced this new tech and which ones are going to be left behind by users due to the slower loading time of non-AMP pages.

The impact on web design in Toronto

Naturally, anything that makes content load faster is a win for users and providers, and these new speeds will become what is expected by mobile users over time. Therefore, to stay as competitive as possible, you should consider implementing AMP into your website wherever possible.

Work with an experienced design team to help you take advantage of this new tool and provide your mobile users with the fastest searching and results experience possible on your website. Having slower-to-load non-AMP pages when compared to an AMP-using competitor will likely seriously impact your ability to stand out from the crowd and stay of ahead of your top competitors.

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