Watch the video. Ignore the copy.
That’s my advice to you once you land on Google’s site dedicated to the new Accelerated Mobile Pages (AMP) Project:
“The Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.”
If you are not a developer and you read the copy, you will be swallowed alive by jargon.
Watch the video, however, and you’ll almost immediately understand what AMP is all about (not to mention a funny Spinal Tap reference, see below).
Or you could just read this guide because it will be the most fun you’ve ever had reading about AMP and how it affects your content marketing.
I promise.
What is Google’s AMP Project?
Since the birth of Google’s Zero Moment of Truth philosophy back in 2011, it’s been no secret that they want to “dramatically improve the performance of the mobile web.”
And I probably don’t need to tell you that there is a small problem with the performance of content on the mobile web.
Chances are, you have a mobile device. And chances are that you’ve clicked a link on that device from a search results page, social media site, or inside your email inbox … eager to consume the content.
But it never comes.
Well, it comes, but in a convulsing patchwork of lurching, jerky images, videos, and ads as the page loads. You look on in horror, eyes dilated, bouncing around in your subway seat