Launched in 2015, Google AMP was born to improve web page loading speed on mobile devices. So we are talking about the satisfaction of an increasingly crucial need in today's context, where the use of mobile is increasingly significant.
In fact, according to the Digital 2024 report by We Are Social, the number of unique mobile users reached 5,61 billion, representing 69,4% of the world's population. This data highlights a 138 million users increase since the beginning of 2023.
In light of this we understand the need for a solution like Google AMP.
Initially adopted by large publishers and news platforms, it promised faster browsing experiences, optimized for users on the go. However, in recent years, we have witnessed a progressive decline in its popularity, with many sites choosing alternative solutions to improve performance without compromising on customization and control.
To better understand this phenomenon, let's look at the critical issues of Google AMP, the role of the latest technologies in improving the user experience, and their ability to deliver high performance without sacrificing the Branding , privacy.
Content index
Google AMP Critical Issues
Following some success with Google AMP, its adopters began to perceive several limitations, resulting in the decline in usage we describe.
First Google AMP centralized content on Google's servers, giving the company greater control over web content. This raised concerns, especially among publishers who saw their direct control over their pages being reduced.
The AMP framework required the use of a stripped-down version of HTML, AMP HTML., limiting functionality and customization. These restrictions have led many companies to question whether AMP is compatible with a inclusive design and oriented towards user experience, elements that are increasingly fundamental in modern communication.
Finally, since AMP pages often appeared in the “Google AMP” format, some users perceived the content as belonging to Google, with a negative impact on the visibility of the brand native to.
The Role of User Experience and Core Web Vitals
As time goes by, a more holistic approach to speed and to the performances of the Web sites has overtaken Google AMP in importance.
And to respond, Google has introduced the Core Web Vitals.
Let's talk about a set of metrics that measure user experience in terms of loading speed, interactivity, and visual stability. Thanks to these new parameters, sites can achieve excellent performance without necessarily having to adopt AMP.
Developers are thus able to optimize page loading and improve user interaction in more personalized ways.
Google AMP Alternatives Today
Beyond Core Web Vitals alternative frameworks and new optimization techniques stand out which allow you to obtain high performance without having to depend on Google's infrastructure.
One of the most effective alternatives to AMP is represented by Modern JavaScript and CSS frameworks including React e Vue.js. These tools allow you to develop fast and interactive user interfaces, while ensuring a high degree of customization.
Among the new optimization techniques we find the lazy loading, for loading images only when needed, file compression and JavaScript and CSS optimization.
Finally, many companies are adopting the Progressive Web Apps: a technology that combines the effectiveness of the web with the functionality of native apps, which Kilobit will tell you about in the next episode…
