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What is it and how does it work?

The AMP project was created in mind of producing a faster browsing experience on mobiles. In this day and age people don’t feel like having a lot of spare time during the day. Implementing AMP onto sites helps everyone cut the browsing time by helping certain areas of site load “instantly”.

AMP pages are most commonly used on news articles and blog posts from a site. This means people can find information they are searching for a bit quicker. When searching on mobile Google will make sure you are aware of amp pages by listing search results with an AMP icon.

Westmead AMP comparison

Once the link is clicked on the page will load “instantly”. However you will notice that this isn’t usually how a webpage will look like. This is because AMP strips pages of complicated HTML so that only raw text and images are displayed (only the necessities).

How do you use AMP?

If you are working with wordpress, AMP implementation is as easy as installing a plugin and making a few style changes to make sure the pages are consistent with your brand.

WP plugin

AMP Plugin For WordPress –

For sites built on other content management systems (CMS) they will need a little more technical approach. However, with AMP’s own step by step guide you can easily amplify your own website in under an hour!

Step-by-step Guide to amplify your site –


What are the benefits of using AMP?

  1. Increased mobile page load time

2. Improved Search Engine Ranking


If you are interested in finding out more about The AMP Project visit their site

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