What is accelerated mobile pages (AMP) ?
AMP may be a few things:
It includes custom <amp> tags to fill in a number of missing functionality due to above barriers for limited, predefined, high performance, internet elements.
Ads can still be supported, but anew in a restricted fashion use custom <amp> tags.
Google can add caching for AMP pages so that they will be served from their servers immediately. In result this offers you the advantages of a CDN for free of charge.
You either comply with solely use AMP technologies on your website (which involves creating some tiny changes to your HTML), or produce a AMP compliant version of your webpage and link it on your customary website (using the <link rel="amphtml" href="..."> syntax on your main page). additional details are accessible in the market on the AMP GitHub page.
AMP is meant initially for static pages. News articles, blogs and also the like. Feature made internet applications won't, and aren't supposed to, add AMP - though typically they're the pages that struggle the foremost on mobile.
What are the options to AMP?
AMP is being seen initially as an acknowledgement to the likes of Facebook's quick Articles and Apple News, each of that conceive to address identical problems, however has LED to fears of making a walled garden of content from the open cyberspace. Since Google's initial business model is predicated on internet itself, and also the advertising they run off of that, you'll perceive why they felt the necessity to return up with an alternate. As AMP is made on customary internet technologies it ought to avoid the most drawback of Instant Articles (the "walled garden" issue), but there are some that are looking this as still a restricted internet and initially coupled to at least one main supplier - each of that are correct, though to be honest to Google, they need open sourced the project to handle that second problem.
It may even be a response to the present discussion relating to ad blockers. With the new ability to include ad blockers to iOS 9 and also the increasing realisation that the website practice is being massively degraded by advertising - particularly on mobile, this represents a awfully real risk to Google's main supply of financial gain (and in fact the all vital users practice argument that positively a vital motivation for Google - simply unsure it is the only one, or particularly the important one!). By addressing that, however still permitting advertisements that don't heavily impact performance, we might guess they're hoping to stop a big lose of their own income, and for the revenue for entire websites out there too.
Restricted internet has been tried within the past. From WAP, which known as m-dot sites right up to the mobile responsive websites additional and additional websites are accepting. Google has conjointly been experimenting with Google web light in countries with slow mobile connectivity, wherever they mechanically remodel websites.