Since Google announced its Page Experience algorithm update, a lot of chatter and questions about AMP ensued across the web. How will the update affect AMP? Will Google continue to measure AMP pages for speed? And some questioned the staying power of the AMP, as Google will begin to feature non-AMP articles in the Top Stories carousel. All great questions, but to clarify: AMP continues to be a proven framework to guarantee speed and to reap the rewards from Google. And Google has made it clear that the update will measure AMP speed.
AMP isn’t going anywhere.
For publishers who’ve launched AMP, don’t abandon the speed of AMP, double down. Remember, AMP pages are pre-fetched into SERP listings. No other framework is able to deliver that benefit – a surefire way for instant speed. More importantly, how will you better incorporate the page experience metrics into your site? AMP is more than a SEO play, but a powerful framework for mobile, desktop and tablet, and for stories, ads and even email. AMP is purpose-built for speed and for building an engaging, user-first web experience.
AMP in PWA for the Win.
For many who’ve launched paired AMP, you know the approach creates duplicative maintenance and makes running third-party scripts challenging. So, consolidate and build everything with AMP. Be it on the canonical site, or acquisition channels, and across multiple devices, deliver the performance we love about AMP to all your users.
Google’s cached-AMP page delivers measurable value from search – pages are pre-rendered for speed and publishers get featured in the news carousel. However, these cached pages limit your ability to run experimentation and find new avenues for growth. A solution is to re-use AMP pages as the data source of a Progressive Web App (PWA).
A PWA – a mobile website that feels like an app, yet discoverable on the web – extends the benefits of AMP and removes pain points limiting growth. This pattern allows you to load AMPs within an app-shell on your primary website to:
- Run third-party scripts not allowed in Google’s cached AMP
- Extend AMP beyond search to deliver a user-first experience on any channel – mobile, desktop or tablet
- Re-use your AMP code base everywhere
- Ensure AMP speed, no matter the touch point
- Eliminate restrictions for A/B testing and personalization
Unlock new possibilities.
AMP in PWA unleashes newfound flexibility to test, run campaigns and to scale-up a user-first experience. Because PWA can fetch and load AMP pages on the canonical site, you can run third-party scripts, while retaining your AMP-code base for speed. AMP pages remain compliant for Google search and are also fetched as the primary content source for your website, unlocking new features:
- AMP-powered website that feels like a native app
- Single point to publish content
- Cross-channel, AMP-like speed
- Partial page loads to boost load time throughout the user journey
- Offline access
- Seamless and animated transitions
- Pin app-icon to home screen
Check off all the Google boxes
The combination of AMP and PWA requires a modern web infrastructure that moves content distribution to the cloud, relying on CDNs, caches and APIs to fetch and synchronize with your CMS. The result is a performant-frontend that can smartly integrate personalization features, while adhering to Google’s Core Web Vitals.
Here is an example of Onload data, reported by Google CrUX, of a site that combined AMP and PWA in March:
The AMP framework – rolled out across all devices and touch points – serves as a clear pathway to meet Google’s new ranking signal. Why? Because AMP has a validator to guarantee sub-second page loads, and only AMP pages are pre-fetched in Google SERP results.
As a framework – similar to Angular, Vue or React – AMP provides an always-fast, engaging web experience that caters to users’ expectations.