The new era of Mobile Web Design – Google’s AMP Project

AMP Project mobile web design

01 Feb The new era of Mobile Web Design – Google’s AMP Project

Google announced that they will be rolling out the Google AMP project in February 2016

AMP is an acronym for “Accelerated Mobile Pages” this is a new markup AMP HTML re-imagined for mobile web design for instant page loads.

A mobile web design markup with instantaneous page load

Webmasters, Developers, SEO’s you need to get on top of this. It’s open source and available on github if you feel like getting creative or contributing.

What about everyone else?

You may want to consider having your previous website design company create AMP-HTML (Mobile web design) versions of your homepage, as well as your other main pages.

If you’re using WordPress you’re in luck as they have already started developing a plug-in that will convert your posts to AMP-HTML, We tested it today and it still has a ways to go but should be usable in the coming weeks. I don’t recommend using it just yet.

AMP Project mobile web designWhat is Google AMP project?

The New Era Of Mobile Web Design

It’s an initiative by Google to give yet even better mobile experience to it’s users.

This applies to everybody!

FUN FACT #348: Even if your not on an Android, you’re using Google. 


AMP-HTML is much the same as HTML though it’s been watered down to increase the overall performance on mobile devices.

Though AMP has some restrictions it also has some assets that allow you to get out of the HTML box and build media rich content without the mobile performance being effected. The AMP pages and posts will be served from Google chance servers, Vroooooom. Google promises instantaneous loading with this new mobile web design markup.

When I first started reading through all the documentation, I was a little disappointed as it seemed as if they were rolling us back to the early 2001 style of website design… but for mobile. Our load times for all our responsive website design clients are already in the high 90’s according to page speed tests.


I have 2 more complaints

  1. We were happy developing responsive websites Google. They look and perform incredible on mobile.
  2. Are we rolling back to the old style of developing a desktop web design and a mobile web design version separately? I predict NO but I need clarification that I have full control over the design and structure if I go with Automattics official conversion plugin.


AMP-HTML is HTML with restrictions and strips away scripts, which DO cause longer load times. I likened it to a “watered down” HTML in my introduction as it does limit the use of several design elements we are all loving these days.

HOWEVER – There is AMP markup for HTML5 video, responsive images and we can definitely count on support for Ads. Don’t fret Google is going to make room in the <head>for our favorite social card meta and markup</head>.

Not to mention that’s now where our CSS goes in regards to AMP pages.

We still have some control over style and structure if you want to dig a little deeper into the AMP HTML.

The AMP JS library ensures the fast rendering of AMP HTML pages. The AMP initiatives additionally aspire to assist improvement of the overall mobile user experience (UX) on mobile devices which will help rich content like videos, animated graphics and images load more quickly. AMP will even function throughout numerous CMS platforms, mobile browsers, operating systems and devices with flawless performance.

How does it work?

Google promises a 20-85% increase in loading speed. In order to achieve this they seem to have re-imagined HTML and  did some trimming away of much of it’s code as well as JavaScript. They have implemented some pretty creative pre-render and pre-caching methods.

In my opinion AMP is still in it’s infancy as “The next BIG web technology” but Google is pushing it  hard and fast.

AMP mainly going to effect publishing sites such as news and sites with active blogs who rely on traffic from their posts.

The only 7 reasons why I recommended you have Website Design Company get your main pages done is that


  1. Google favors speed.
  2. Mobile use is at all time high.
  3. Google Created AMP.
  4. Google will favor those following “Google’s version of best practice”.
  5. Better mobile SERP rankings. This is going to be a major ranking factor for news and blog sites.
  6. Google does the heavy lifting once the AMP versions been created, meaning your Accelerated mobile pages will be served using their caching servers, JS library and AMP CDN (Optional).
  7. Yes google, you were right about one thing fast load = decreased bounce rate so I’ll take the 85% increase


In summary I have mixed feelings about the initiative. I love speed but I love creative design and right now I feel I have to choose performance over design, as well as the fact there will be an SEO impact of some sort. Google is making me choose! I don’t think it’s wise to wait on implementing it as it may be an industry standard now just as the new “Facebook Instant Articles” which follow much of the same concept. Fast load on mobile + bells and whistles stripped.

Looking to the future I see this being brought to life as a major industry standard and it IS open source. History proves that as creatives we are all going to do our part to make Accelerated Mobile Pages work for US. Just as in many areas before where it looked like we were facing “Inside a Box” limitations and found a way for it to not only expanded our capabilities, but take things to a whole new level.

If you need help with getting AMP – Accelerated Mobile Pages developed for your existing site….

GIVE US A RING! DON’T BE SHY. 647-868-4864