Top 3 Differences between HTML and AMP

Late in 2015 Google announced the released of AMP - Accelerated Mobile Pages. The AMP rollout underlines the importance of mobile to Google, and by extension businesses in the mobile space. Here is what businesses need to know about the differences between more traditional HTML and AMP.

First, Automatic Caching

"Brands that opt into AMP can leverage Google's content delivery network (CDN) for delivery of pages and images that perform faster. Speed matters, especially on mobile (when connectivity may be limited). Faster mobile experiences will improve user engagement and will likely impact organic search rankings (site speed is a factor in organic algorithms already)," said Ryan Sullivan, Senior Vice President, Performance Services of Performics.

Second, Pre-Calculation of Layout

"Also meant to foster better mobile experiences, the AMP JavaScript library determines the dimensions of every page element before the browser renders them. Pages thus scale and format properly while loading, unlike with HTML, where the page layout is in flux as the page loads," said Sullivan.

Third, Disabling Certain HTML Tags

"AMP restricts or disables some HTML tags. Most notably, it doesn't support JavaScript (which websites use for showing ads, analytics tracking and embedding videos) and

and  elements (used for ecommerce and commenting systems) at this point in time. We expect the AMP standard to continue to evolve to enable commerce, tracking, and advertising using methods that support near-instant mobile page rendering," said Sullivan.

More from Sullivan and Performics later this week, including how to prepare a business for AMP.

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