![]() Solution: AMPĪMP cannot influence the available capacity of an internet connection, so the technology focuses on the aspect of load times it can impact. Similarly, even a technically optimized page may load slowly if the connection is too slow. Some pages will load slowly even if the connection speed is fast, if the volume of files to be loaded is too large. How quickly web content loads depends on the speed of the connection and the file size of the website. Problem: Web…sites… that… load… too… slow…ly If a website takes any longer to load, then the majority of mobile internet users will bounce and leave the page.ĪMP is a good idea because it is specifically designed to create websites that load as quickly as possible on mobile devices. ![]() The critical cut-off point is said to be at three seconds. It is particularly important for mobile users that websites load quickly. We use our mobile phone to look for a nearby restaurant, we shop on our phones or we read the news on our phones on the train to work. In the past decade, the smartphone has overtaken the desktop PC in many industries and countries, becoming the primary device people use to go online. With the help of the right plugins, WordPress users can also publish over AMP, though there is not yet an eCommerce solution for AMP. They have recognized the great value to be gained from quick-loading mobile websites. Today, almost all large online media use AMP technology. Twitter and LinkedIn have also been involved in AMP since the beginning as technology partners. From the outset, several international news portals have also been involved in the AMP project, with some of the first websites implementing AMP being The Guardian (UK), The Washington Post and Buzzfeed (US), the Frankfurter Allgemeine Zeitung and Die Zeit (Germany), and El Pais (Spain). The “Accelerated Mobile Pages Project” was launched in 2015 by a group of companies including Google, WordPress and the software giant Adobe. Advertisers, publishers and users should all profit from AMP. The initiative was launched with the aim of establishing a system that would benefit all stakeholders. This was a reaction to the increasing demand for short load times – an issue that had been repeatedly raised by publishers and enterprises. The Open Source Framework dubbed “Accelerated Mobile Pages” (AMP) was created with one main goal: to create fast load times for mobile users. The AMP Cache acts as a reverse proxy, therefore, when the platform accesses the page, it results in the page being cached automatically.The number of searches made from mobile devices has overtaken desktop. For example, Google Search crawls content for any identified and valid AMP pages, the content is added to the Google AMP Cache.Ĭache URL request: Platforms can specifically request an AMP page by using the AMP Cache URL format. Platform discovery: Platforms discover your AMP content via the or tag and cache the content. There are a few ways that your AMP page can end up in an AMP Cache: Mobile apps can link to cached AMP content via the URL (see Google's AMP URL API) or by cross-origin XHRs in Progressive Web Apps (learn more in Embed & use AMP as a data source).īy using the AMP format, you are making your content available to be cached by AMP Caches. Who requests cached AMP pages?Ĭached AMP pages are accessed by platforms (like Google Search, Google News, and Bing) and mobile apps. This makes the document technically invalid AMP, while not impacting the functionality of the document. Should you desire not to have your document cached, one option is to remove the amp attribute from the HTML tag. Publishing a valid AMP document automatically opts it into cache delivery. Can I opt out of caching?Ĭaching is a core part of the AMP ecosystem. To learn about the strict guidelines for creating AMP Caches, see the AMP Cache Guidelines. However, this model allows platforms to provide their users with predictable load performance and among other things allows them to ensure required security and privacy invariants during AMP’s pre-rendering phase. This is an inversion of the typical model where content delivery is the responsibility of the publisher. How do I choose an AMP Cache?Īs a publisher, you don't choose an AMP Cache, it's actually the platform that links to your content that chooses the AMP Cache (if any) to use. To learn about creating AMP Caches, see the AMP Cache Guidelines. Watch this video to learn why AMP Caches exist.Ĭurrently, there are two AMP Cache providers:ĪMP is an open ecosystem and the AMP Project actively encourages the development of more AMP Caches. Learn more about AMP Caches in the YouTube video below, or in the Why AMP Caches Exist blog post. AMP email documents are exempt from the AMP cache.
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