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Accelerated Mobile Pages (AMPs)

Accelerated Mobile Pages (AMPs) are a project supported by Google to create mobile versions of webpages that load as fast as possible in search. These pages are built using a special set of HTML to make the page light and easy to serve quickly.

How do Accelerated Mobile Pages work?

This is a way to construct web pages that will render quickly for static content. When put into action, AMP consists of AMP HTML, the AMP JS library, and the Google AMP Cache. When a page isn’t optimized for mobile use, you risk the chance of increased bounce rates—30% of users leave a page if it does not load within 3 seconds.

The end product of AMP drastically improves the performance of mobile websites on the internet—so much so that the load time is often appearing to be instant. It relies on existing technologies and works in collaboration with the Internet’s biggest names.

How do Accelerated Mobile Pages (AMP) perform in China?

Baidu has its own version of Google’s AMP: Baidu MIP (which stands for Mobile Instant Pages). The technologies of MIP are very similar to AMP. In fact, coding an MIP page is just like coding an AMP page, except MIP pages are more customized and optimized for the browsers in the market of mainland China. See full article for more details.