Everyone needs a few handy sayings to guide them through life each day. I like Murphy’s Law: “Whatever can go wrong, will go wrong.” Parkinson’s Law works for me, too: “Work expands to fill the time available.” Here’s another one.
“In a capitalist world, everyone is out to get your money.” So, when a technology company does something that seems to be for the betterment of humankind, it’s really to benefit the company first.
If you browse the interwebs on your iPhone or iPad then you know that mobile websites, or, rather, websites on mobile devices, 1) do not look the same, and, 2) take longer to load into the browser.
As to #1, duh. Size matters. What about #2?
Google has a plan in place to make websites load faster on iPhone, iPad, and Android smartphones. It’s called AMP. Accelerated Mobile Pages. It’s likely you’ve seen more than a few AMP websites.
Basically, website developers adopt AMP, adjust their websites accordingly, and Google then spits out a mobile version of the same website that supposedly loads into mobile browsers faster and is easier to read.
Accelerated Mobile Pages (AMP) is an open-source framework formulated by Google aimed at making the mobile web experience better, faster, and more beautiful.
The idea is sound. Make websites perform faster and look better on iPhones, iPads, and Android devices. Thank you, Google, for making the interwebs a better place.
Why is Google going to the trouble to implement AMP?
Google is more an advertising company than a technology company, so any method that gets advertisements into the face of mobile web browsers (the browser, and those who read websites) is good for Google first, everyone else second.
What makes up an AMP page and how do you know you’re viewing one?
Accelerated mobile pages are the stripped-down HTML copies of existing webpage content that offer faster load times than standard HTML5 documents. The AMP pages can be served by the websites, implementing the rel=amphtml tag within their HTML
Think of Google’s AMP as a win-win-win scenario. Websites get a faster mobile webpage but still with ads. Users get a webpage that loads faster on their mobile device browsers. Google gets to shape the interwebs and serve more advertising to mobile devices.
Win. Win. And win.
How can you tell if a website is AMP powered?
AMP is indicated by a small grey lightning bolt next to some of the Google search results. This flashing AMP symbol denotes the website is optimized to load quickly on mobile devices.
My site, McSolo, and all the websites in the Apple Villagers farm, are not AMP powered. Why not? We use a different standard which we think is superior. It’s call Responsive web design whereby a website and web page itself conforms in size to fit whatever device is being used to view the website. In most cases, our websites load onto your browser much faster than AMP websites, plus, you get the added benefit of no ad trackers, no analytics trackers, and no cookies.
No trackers for you. It’s private browsing at its best.
What you get are website web pages which load onto your browser very fast, regardless of the device you use. Google messes with the World Wide Web in many ways, and AMP is just one of many that make the web better for users and Google.
Not necessarily in that order.