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HTML                                               Implementing AMP

    HTML is rendered in ways to optimize               Some web hosting services, like
speed and simplicity, by integrating custom        WordPress, come with accelerated mobile
AMP commands. The coding involved in               pages built into either the actual platform’s
accelerated mobile pages is similar to that of     interface, plug-ins or hand-coding practices.
conventional web pages, though the two differ      AMP frequently excludes aspects of a website
quite a bit as well.                               in order to optimize mobile performance and
                                                   load speeds, however, by tweaking the code
JavaScript                                         involved in running your mobile site, you can
                                                   add or delete virtually anything you want. The
    Through JavaScript specifically designed       results are generally the same.
for mobile sites, AMP loads external resources
in controlled segments in order to prevent a       Downsides
site from being overloaded and, thus, slowing
down when loading content. Any issues                  One of the only potential issues web
related to the JavaScript of an accelerated        designers might run into when implementing
mobile page can be easily fixed with a little bit  accelerated mobile pages is tracking. Default
of hand-coding.                                    tracking methods within Google Analytics,
                                                   in relation to accelerated mobile pages, is a
CDN                                                bit broken, but a simple patch will alleviate
                                                   this headache. When a site uses accelerated
    AMP pages are stored directly in browsers      mobile pages, those pages are stored in
to hasten their loading for faster delivery        Google’s cache. The problem springs up
times. While this might cause some issues          when users click on a link to other site
regarding backlinks and including external         pages, contained in the content included in
sources, ultimately, proper CDN practices          an accelerated mobile page. This requires
serve to increase the overall speed of an          users to leave the cached page. From a
accelerated mobile page.                           search engine’s perspective, this registers
                                                   as two different and separate websites. This
    AMP was built to deliver near-instant          causes two sets of analytics to be recorded. A
results for internet users. Therefore, sites that  process known as “session stitching” is used
are being viewed on mobile devices at a faster     to fix this problem. Session stitching pieces
rate than others, are likely to receive higher     together analytics and clumps them together
authority according to Google’s algorithms.        in the same session. 

Content                                            Conclusion

    The sole purpose of AMP is to provide users        Accelerated mobile pages will, inevitably,
with content as quickly as possible, mitigating    affect a website’s ranking in Google and
mobile loading speed and competing with            other search engines. Performance, content
the instant content delivery of various social     production, and mobile SEO are all factors that
media platforms. Today, Facebook, Twitter,         come into play when using AMP as a ranking
Instagram, and Reddit allow users to instantly     factor. Although many supposed “experts” will
access content (articles, videos, posts, and so    dispute the fact that accelerated mobile pages
on), and mobile websites are frantic to keep       hold any bearing over a site’s ranking, Google,
up. AMP levels the playing field, giving regular   itself, has recently announced that speed,
websites the same capabilities as social media     indeed, will contribute to how high a particular
sites in regards to hosting and displaying         page ranks in search engine results pages.
content. This makes content included in AMP        In fact, mobile sites are already experiencing
sites far more shareable than others. As a         boosts in traffic and engagement due to their
result, AMPed sites will likely appear higher      speed in comparison to sites without AMP.
in search engine result pages on the merit of
content delivery alone.

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