Accelerated Mobile Pages explained

Over the last few years, we have watched how AMP (or Accelerated Mobile Pages) has become all the rage. If you are in the process of developing a new website, you may enter into a debate as to whether it is worth the time and effort investing in AMP.

As always, everything has its challenges and so does AMP. Where is the real proof that it is the next best thing? Let’s dive in, shall we?


In a nutshell, AMP is a new project that was created by Google and Twitter to create faster, and we mean really fast mobile pages.

AMP puts your site on an HTML diet thus creating a super lightweight and powerful web page that loads almost instantaneously. To be honest, it is truly amazing to watch this in progress.

In terms of the codebases used to form a site, developers and companies rely on the following:


Accelerated Mobile Pages HTML Language is a basic HTML code base with some restrictions. These restrictions are not limiting the site’s functionality or appearance. It just strips less needed items.

At its core, AMP HTML is just HTML with some custom elements. Think of a person who is trying to lose weight, they make simple changes to their diet, eating cleaner and healthier foods which lead them to feel more energised.


The AMP JS portion is just JavaScript that is based on the AMP JS Library built with the best practices in mind. It is again, a dieted version of what you would be accustomed to.

We would say, the feature of this is that everything is forced to be loaded from external resources asynchronous. This means that nothing on the page can block any items from rendering. It will always load as it should.


This is where huge differences are seen. Using the AMP cache adds a new turbo or supercharger to your website where it loads super fast purely because it is based off a proxy-based content delivery network or CDN that ultimately would be based on Google and Twitters own servers built for the purposes of the AMP CDN.

There is also a built-in validation system that ensures that your site is built in the best possible manner without breaking. You are able to test and validate using various testing tools.


In our next article, we discuss whether AMP is necessary for your website. This is an exciting series that is going to touch on every tactic we have used. Some more technical than others but it puts SEO, Paid and various other tactics to the test, in real life, which will help you better understand the various marketing services that we offer and their direct impact on your brand.

See you soon!

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Having been established in 2005, in Cape Town, South Africa, Elemental is primarily focused on providing web development services and digital marketing campaigns.