Google AMP: Create a Fast Mobile Web Experience

80% of content referrals come from social and search channels, with over 50% of content consumption happening on mobile devices. While mobile content should load super fast, the reality is that content can take several seconds to load, potentially impacting your bottom line. Research shows that the bounce rate can be as high as 58% for web pages that take nearly ten seconds to load.


Google's Accelerated Mobile Pages (AMP) are designed to enhance the mobile content ecosystem and user experience with faster-loading, mobile-first content pages.

What Are Accelerated Mobile Pages?

Accelerated Mobile Pages are open-sourced, stripped down HTML formats designed to serve optimal content via the mobile web browser. Three key characteristics of the AMP content:

1) Responsive & Efficient for Mobile Web

Rather than a responsive-design version of a desktop page, which typically uses more bandwidth due to rich assets and styles, AMP content is specifically designed for optimal mobile performance. AMP content is also cached and efficiently served, resulting in streamlined mobile pages that appear on users' screens as quickly and comprehensively as possible.

2) The Right Amount of JavaScript

While JavaScript helps build rich, dynamic components such as advertising, analytics and interactive experiences, it can also weigh down the page when used too heavily. AMP content is pre-wired with limited JavaScript to provide security, maximized performance, and optimal user experience.

3) Your Ads, Your Traffic

Google AMP content can incorporate a range of ads that align with the user-centric format. As a publisher, you control 100% of the inventory and how it's sold. Additionally, AMP content is considered part of your property so you receive traffic credit from third party measurement tools.

How Will Audiences Find AMP Content?


AMP content is currently accessed via:

  • "Top Stories" module for most popular Google search terms
  • Pinterest app
  • Twitter Moments

Phase 2: Expanded rollout in Google, including Google Search and Google News

The RebelMouse Value

As part of our core value proposition to keep clients at pace with the changing landscape, RebelMouse worked with Google to ensure our clients enjoy seamless and out-the-box content distribution in this exciting new format. As a RebelMouse Roar or Runner client, all of your content will have auto-generated AMP versions that can potentially surface to consumers from Google search, Pinterest, Twitter and additional platforms as they are announced.

Standard mobile-optimized page:


Google AMP version:


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Explore Careers at RebelMouse

Join RebelMouses's modern and distributive workforce responsible for the websites of media powerhouses, including legacy brands like United Airlines and new media darlings like PAPER Magazine and Protocol.

If you feel like you've never quite fit into boxes or labels within the tech space, we want to hear from you. Built on a foundation of site performance, our cloud-based platform reaches 50+ million people a month with an always-modern approach to product and strategy.

Our fully remote team spans 25+ countries and has very flexible schedules. If you don't want to be confined to an office chair, and like the idea of being able to work from any place in the world you choose, we're a match.

RebelMouse is dedicated to pursuing inclusion for all individuals, regardless of their gender identity, sexual preference, ethnicity, religion, age, or disability. We work hard to form meaningful relationships beyond our platform, and it's this passion that has formed what is now a diverse software company and creative agency that's bucking industry norms. For us, diversity is a company pillar, not just a statistic.

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