Better Than AMP: The Pages Google Actually Prefers





Blog Date

June 5, 2024


UK, Manchester

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Better Than AMP: The Pages Google Actually Prefers

The Need for Speed

As an SEO enthusiast, I know all too well the importance of page speed in today’s digital landscape. In a world where attention spans are dwindling and impatience is the norm, a slow-loading website can be the kiss of death for any business. And when it comes to search engine optimization, Google has made it crystal clear that site speed is a critical ranking factor.

But here’s the thing – while Accelerated Mobile Pages (AMP) has been touted as the holy grail of fast-loading web pages, I’m here to tell you that it’s not the only game in town. In fact, there are other techniques and approaches that can help you achieve lightning-fast page speeds, and in some cases, even outperform AMP.

The Rise and Fall of AMP

Let’s take a step back and look at the history of AMP. When it was first introduced by Google in 2015, it was hailed as a game-changer for mobile web performance. The premise was simple – by stripping down the HTML, CSS, and JavaScript of a web page, AMP could deliver content with lightning-fast speed, especially on mobile devices.

And for a while, it worked. AMP pages were prioritized in Google’s search results, and many publishers and website owners jumped on the bandwagon, eagerly adopting the technology. But as time passed, cracks began to appear in the AMP facade.

First, there were concerns about the lack of control and flexibility that came with using AMP. Developers were limited in the type of content and functionality they could include on their pages, and the strict guidelines imposed by Google felt restrictive to many.

Then, there were the performance issues. While AMP pages did load quickly, there were reports of inconsistent performance, with some AMP pages actually loading slower than their non-AMP counterparts. And as the web continued to evolve, with more advanced techniques and technologies emerging, the once-revolutionary AMP began to feel outdated and limiting.

Quora users had mixed feelings about the merits of AMP, with some praising its speed and simplicity, while others lamented the lack of customization and the feeling of being trapped in Google’s ecosystem.

The Alternatives to AMP

So if AMP isn’t the be-all and end-all of fast-loading web pages, what are the alternatives? Well, it turns out there are a number of techniques and approaches that can help you achieve lightning-fast page speeds, without the baggage that comes with AMP.

One of the most effective is to focus on image optimization. As Sitepoint community members discussed, properly scaling, compressing, and optimizing your images can make a huge difference in page load times. By following best practices like saving images at the right file size, using the appropriate format (JPEG, PNG, WebP), and stripping out unnecessary metadata, you can dramatically reduce the file size of your images without sacrificing quality.

Another powerful technique is to leverage browser caching. By setting the appropriate caching headers on your server, you can instruct browsers to store certain resources (like CSS, JavaScript, and images) locally, so they don’t have to be downloaded again on subsequent visits. This can shave valuable seconds off your page load times.

And let’s not forget the power of content delivery networks (CDNs). By hosting your static assets (like images, CSS, and JavaScript) on a global network of servers, you can ensure that your content is served from the server closest to the user, reducing latency and improving overall performance.

Technique Pros Cons
Image Optimization – Dramatically reduces file size without sacrificing quality

– Relatively easy to implement

– Can have a big impact on page load times
– Requires manual effort to optimize each image

– Can be time-consuming for large websites
Browser Caching – Reduces the need to download the same resources repeatedly

– Can be set up at the server level, making it easy to implement

– Proven to improve page load times
– Can be tricky to configure properly

– Requires careful consideration of caching policies
Content Delivery Networks (CDNs) – Distribute content from servers around the world

– Reduce latency and improve overall performance

– Some CDN providers offer advanced features like image optimization
– Can add additional complexity and cost to your infrastructure

– Requires careful integration and configuration

The Google Perspective

Of course, when it comes to fast-loading web pages, we can’t ignore the perspective of the search engine giant itself – Google. After all, they’re the ones who have made site speed a critical ranking factor, and they’ve been vocal about their preferences when it comes to page performance.

According to Google’s own documentation, while they encourage the use of canonical URLs and other methods to consolidate duplicate content, they don’t actually require you to do so. The search engine giant says that if you don’t specify a canonical preference, they’ll simply identify the best version of the URL to show in search results.

This is an important point, because it means that you don’t necessarily need to jump through hoops to appease Google’s algorithms. As long as you’re delivering a fast, high-quality experience to your users, Google will take care of the rest.

Bringing It All Together

So, where does this leave us? Is AMP still a viable option, or should we be looking to other techniques and approaches to achieve lightning-fast page speeds?

Personally, I think the answer lies somewhere in the middle. AMP can still be a useful tool, especially for certain types of content and use cases. But it shouldn’t be the be-all and end-all of your page speed optimization efforts.

Instead, I recommend taking a holistic approach, one that combines the best of AMP with other proven techniques like image optimization, browser caching, and CDN integration. By leveraging a diverse toolkit of performance-enhancing strategies, you can create web pages that not only load lightning-fast, but also offer a seamless, engaging user experience.

And remember, at the end of the day, it’s not just about appeasing Google’s algorithms – it’s about providing your visitors with the best possible experience. Because when your pages load quickly and perform flawlessly, your audience is more likely to stick around, engage with your content, and ultimately, convert into loyal customers.

So, if you’re looking to take your website’s performance to the next level, ditch the AMP hype and explore the wealth of alternatives out there. Your users (and your SEO rankings) will thank you for it.

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