Okay, what's AMP? :amp:


Hi pals!

By now you’ve probably noticed a theme in our feature releases and product updates: we’re taking page speed seriously.

One of our newest releases is something called Accelerated Mobile Pages (AMP). I’m here to provide some insight into exactly what AMP is and help you make the right decision when choosing how to speed up your Unbounce landing pages.

** Mario voice ** Here we go!..

First things first, what is AMP?

The Accelerated Mobile Pages (AMP) project is a new way to create super simple web pages that load almost instantly. The AMP framework restricts HTML, CSS, and JavaScript to only the essentials, which is why they load so quickly.

How does it work?

Marketers like Joe Savitch, have created AMP versions of their regular pages so that their mobile visitors see content in the blink of an eye.

AMP pages are flattened and pre-loaded by Google in their servers across the globe. On Google search results, you’ll see AMP pages in a carousel with a little lightning bolt icon.

Okay, where does Unbounce come in?

AMP Pages are now a new content type in the Unbounce builder! The same way you can create a mobile version of your landing page, you can now create an AMP version as well. There are a few different ways to create your AMP page:

  • Start with one of our free AMP templates that suits your campaign
  • Copy and paste the content from your mobile page into an AMP page
  • Build from scratch using the drag and drop builder

No matter how you build your AMP page, the most important step is to validate your AMP page. Invalid pages will still be served like normal pages, but they won’t get the full benefits of AMP (your AMP page won’t appear in Google search results, it won’t be served from the AMP cache, and your AMP page may not be redirected to from the canonical page for mobile traffic).

Google’s AMP Validator

We’ve added a link to Google’s AMP validator directly from the Unbounce builder (yay!).

Once the AMP validator test is complete, you’ll see one of two messages:

  • If your page passes the validation, you’ll see a green Valid AMP page message
  • If your page fails validation, you’ll see a grey Not an AMP page message.

Keep it mind, only published, HTTPS enabled AMP pages can be validated through the Unbounce validation button. If the button is greyed out, your page is missing one or both of these criteria.

If you’re finding errors that prevent your AMP page from being validated, head over to Google’s troubleshooting guide for some assistance.

View full AMP Validation instructions here.

Linking to your AMP page

Now that you’ve built your AMP page, it’s time to make sure visitors can see it! By adding a special AMP coded link to your landing page, Google will be able to read the AMP link from your website’s code and will automatically load the AMP version of your page whenever appropriate.

This page which holds the link to your AMP page is called your canonical page.

Google has a list of AMP supported partners where linking to your canonical page will load to your AMP page if the appropriate platform is being used.

Let’s talk capabilities

As mentioned, the AMP framework restricts HTML, CSS, and JavaScript to only the essentials, because these things can slow your page load time significantly (and we don’t want that).

However, this isn’t to say that you can’t use any custom scripts. There’s an entire components library that lists all the supported scripts that are AMP compatible.

Click here to view the entire AMP components library.

That said, we do advise that you only use the bare essentials to ensure quick loading pages.

Over the next few weeks we’ll be sharing a boat load of information in regards to AMP, but if there’s something in particular that you’re curious to learn more about, please let me know here! I’ll gather the troops here and make sure we’re able to get to any questions you may have.

Happy AMP page building!



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