Googler Adam Greenberg, who creates global partnerships with the AMP Project, kicked off the “Getting AMPed” session at last week’s SMX East 2016 with a look at AMP from Google’s perspective. Later in the session, Condé Nast’s John Shehata and Vox Media’s Elite Truong shared the publisher perspective.
Why did Google implement accelerated mobile pages (AMP)? Greenberg said they wanted to solve the all-too-familiar problems on mobile:
- Page loads slowly.
- Scrolling is non-responsive.
- Content shifts around.
Google wanted to make pages fast in a way that was easy for developers to implement, enabled monetization and embraced the open web. Thus was born the Accelerated Mobile Pages Project.
Forty percent of people abandon a website that takes more than three seconds to load. That’s an enormous amount of potential loss. Google wants to ameliorate that pain point with AMP.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.