The solution may not be widespread yet, but it will be. I’ll keep this fairly simple: Have a substantial blog? A robust News archive? Deploy AMP on your site soon. I mean, unless you can think of a better way for me to catch up on the latest Slate articles at my kid’s soccer practice? The Verdict Think of the conventional wisdom of only about seven years ago or so: “It’s a fun device, but no one wants to read long articles on a 5-inch screen…” Plus, even though there is quite a bit of evidence to support the fact that more and more people are getting their news on their phones, it’s still a hard sell for some people. So, taking the time to deploy this solution on your site can feel like building a new addition on your house that no one can go into. Let’s tackle the obvious: AMP is not widely supported yet. “We also want to promote enhanced distribution so that publishers can take advantage of the open web’s potential for their content to appear everywhere quickly – across all platforms and apps – which can lead to more revenue via ads and subscriptions.” What’s Not So Awesome … Yet. Google is also pretty quick to explain the monetary benefits of being AMP-enabled. AMP-ready articles split the difference between a “zero frills” view, and a “branded” experience, all while keeping the viewer on your site. On the other is Apple News, which is noticeably slower to feed in the latest articles, due to the fact that Apple News utilizes some light-branding of the source material, which can bog things down. But, on one side, Feedly strips out branding completely, leaving only images and text. What do they have in common? They make reading articles and posts very simple. Personally, I like the curated view in Apple News. Quick: Think of your favorite reading experience on your phone. Not quite “plug and play,” but close enough. You can configure the AMP-view of your posts as much or as little as you like. in an instant by showing only what you need to see fast. From there, any “AMP-Enabled” reader or browser on mobile devices will render your news, posts, etc. Several plugin developers already have readymade solutions ready for WordPress, among other CMSs, and deploying AMP on a non-CMS website involves calling to Google-provided Javascript, JQuery, and your own modified CSS. Without diving too far into the weeds, installation of AMP on a website is fairly simple. Elements like images, branding, and navigation are still present … but just the “essentials.” In Google’s own words, “Speed matters and instant is the ideal.” Tough to argue with that. Not “Kindle-riffic” by any means, mind you. The premise is fairly simple: When a user gets to your, let’s say for the sake of argument, latest blog post, AMP shows you a super-nimble, no-frills reader view. Google wants you to make your content load as fast as humanly possible on your phone.
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