It seems that the Next Big Thing is on the way.....and it's called AMP! Which stands for Accelerated Mobile Pages!
In Google's words “The Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.” Read more HERE!
So what they want is a mobile experience with virtually an instant page load! This is achieved by adhering to a limited set of technical functionality that is defined and governed by the open source AMP specifications. AMP files will then take advantage of various technical and architectural approaches that prioritize speed to provide a faster experience for users. So this is an additional aspect solely relating to mobile devices that potentially could be included with the current web frameworks that we use.
Will AMP affect you? Yes....it'll affect all of us! Because it appears that Google will be putting a heavy emphasis on AMP pages when delivering search results on mobile devices. It doesn't mean that your current mobile compatible site is now obsolete, that's not the case. It just means that if there's an additional AMP version available then you're likely to see a better result on the search listings to reflect your use of the new technology. And obviously your users will get a much better experience while using the site compared to the current mobile format.
This initiative is still in it's infancy, and we're watching closely for further developments and clarification of standards before fully committing to this aspect. As far as we can ascertain at the moment, it's likely to involve the building of AMP pages alongside the existing site structure. But whether this will be backwards compatible to current mobile sites is unclear. If it is, then hopefully we would be able to offer the option of an AMP upgrade to current clients.
This isn't anything you need to think about at the moment, as development of the project is still ongoing. What we're doing here (as always) is keeping you ahead of the curve on forthcoming technical initiatives which will affect you and your business. And I think you know by now.....technology doesn't stand still. So neither can we!
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