Accelerated Mobile Pages (AMP) is Google's newest service that allows websites to load faster compared to regular browsing. But in order to load a webpage faster, AMP makes changes to how a regular website works.

One of the key features that allow AMP to load webpages faster is employing far less web technologies. One prime example is the use of JavaScript, a programming language which is widely used by most websites. With AMP, most JavaScript codes are forbidden, a strategy many tech experts agree is effective in making webpages load faster.

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Additionally, Google is serving webpages from its own servers, especially when users try to access an AMP-approved webpage via Google's search service.

For a webpage to receive Google's AMP approval, first it needs to have an alternate version of the webpage that checks all the requirements stipulated by the AMP project. Most of these requirements conform to traditional HTML coding. However, Google has stripped it down to a bare minimum.

Websites that conform with Google's strict AMP specifications will benefit in terms of search engine optimization. AMP-optimized websites will likely appear at the top of Google's mobile search results.

Despite these interesting features, there is one catch that has left website administrators in a dilemma. If a user shares an AMP page copied from Google search, the link will redirect to Google.com and not to the AMP-optimized website. Google said that this is inevitable since AMP-optimized contents are being hosted on Google's AMP Cache servers.

Considering the abovementioned fact, some tech analysts have accused Google of essentially monopolizing Internet traffic towards its servers.

TagsGoogle, Google News, Google AMP, AMP, accelerated mobile pages, Google Accelerated Mobile Pages