Is Google Accelerated Mobile Pages a disruptive boon for Content Management Ecosystem?

Author: Jose
March 22, 2016
Is Google Accelerated Mobile Pages a disruptive boon for Content Management Ecosystem?


The search engine giant, Google, recently thrown out an open source initiative from its garage namely, Accelerated Mobile Pages (AMP). The term ‘AMP’ has been buzzing around since 2015 in blogs and many write-ups. Better never than late, since Google knew the competition would get worse in the content management ecosystem as Apple with ‘Apple Pages’, and Facebook with ‘Instant Articles’ have already fabricated out their own kingdoms in 2016, which has nevertheless flaunted up as the best or rather the terminal period for Google to officially unveil its project.

Google Accelerated Mobile Pages (AMP)

On a par to the current update, the giant had previously rolled out some extreme efforts to lighter the web content ecosystem introducing mobile-friendly update in April, 2015 and Google Web Light in June, 2015. While mobile-friendly initiative is intended for better search results for the end users on Google, Web Light is automatically activated when internet connection is snail fast.

Well, in turnout, Google AMP is a hard hitter as it directly or indirectly competes against Apple Pages and Instant Articles.

What’s Accelerated Mobile Pages (AMP) project?

The project, Accelerated Mobile Pages, is a revolutionary open source initiative to improve the user-friendliness to the end users on Google search engine by curtailing down both the actual size and the loading time of the page without losing any content from the original publication. According to Google, the AMP initiative is intended to improve the entire mobile content ecosystem for everyone that is comprised of publishers, consumer platforms, creators, and users.

The average size of a page is just above 2 MB. In a faster world, due to several unanticipated interruptions, the web pages get even slower to load sometimes. This makes the user to kill the pages and move on to other alternative names. With AMP, Google reaches out to the content, and crawls out in a fraction of a second ensuring a real fast experience to the mobile-users.

Check out the GIF image attached below, which will give you a detailed idea about AMP.


‘EU referendum’ is the search word used here.

Why should Google Accelerated Mobile Pages?

Firstly let’s check out the benefits of Accelerated Mobile Pages.

It’s lightning fast
Seems like AMP is all intended to ensure the fastest experience for mobile or smartphone Google search engine users. It literally imports a 15% to 85% faster mobile experience than the current tools.

Good time for publishers
AMP ensures a better audience engagement as it’s fast and easy to navigate between contents. Benefit is definite for those who follow the updates and language of project AMP. It’s reckoned that publishers can drive in more traffic with APM-friendly pages and multiply their income via ad sense and subscription.

Not bad for developers
Sources from Google development centre reads that there won’t be much overhaul in the periodical updates of AMP, which will eventually be a helpful tactic for developers in programming based on its source code.

Why shouldn’t Google Accelerated Mobile Pages?

Now let’s talk about the disastrous output of AMP when it comes to the activity.

Massive limitation
Highly restricted access to publishers and hardly allows anything to customize. It focuses to exhibit static contents containing text and imagery that load at the least time. Comparing AMP with HTML, you can see the massive limitation of AMP. As per the latest update from Google, many are the features to come up in the future. Anyway, as of now, it’s a total imprisoned technology for most of the developers.

Is that an alternative to responsiveness?
Since most of the internet users are from smartphone; at least every biggies and most of the entrepreneurships have already shifted themselves to responsiveness for their online presences. So, with the introduction of AMP, is Google looking for individuals to revamp their websites for AMP friendliness? How many number of redesigns should be done to stay alive in Google search engine optimization? Isn’t it brutal for all small and medium businesses? Don’t they have to spend more from their pocket?

No JavaScript, no luck!
You have installed all the blah-blah source code of AMP at the backend of your website and if your user is browsing with a mobile phone that doesn’t support JavaScript! Ah! All your effort is in waste bin. Google, are you kidding us? Seriously!


We just can’t neither blame or appreciate Google for AMP’s ups and downs for it’s only at its infancy. The coming days will predict its future whether it will be a strong tool for traffic generation or a nugatory piece for complexion. Giants like Pinterest, Twitter and LinkedIn are already backing up the project. So its future is somewhat transparent to be seen on a bright side. Being an open source product, more contribution is expected with a better freedom of customization and accessibility for developers in the coming days.

If you find more pros and cons or another perspective of thought on AMP, let’s discuss in the following comment box.