If you’re involved at all in the SEO or web development world, it’s almost impossible to not have heard of Google’s Accelerated Mobile Pages (AMP) Project. The 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”, according to the project’s homepage.

Who is Using AMP?

While there are some big names in its early adopters (Forbes, LinkedIn, and USA Today, to name a few), it seems to be geared towards websites with content-heavy traffic (like online newspapers, magazines, and blogs). Essentially, AMP are simplified webpages that have specific guidelines as far as styling and structure goes. Rules that are normally only guidelines for building a mobile-optimized site are strictly enforced with Google’s AMP project.

The main issue with this new language as it stands, though, is that it’s not meant for all websites. Since scripts are heavily limited, it only works well with sites that don’t need dynamic interactive effects to function well. Sliders and animations are basically eliminated in this new framework.

Content Performance Policies

Are there alternatives? Tim Kadlec writes, “I’d like to see a standardized way to provide similar verification. Something that would avoid forcing developers into the use of a specific tool” – something he calls “Content Performance Policies”. Instead of creating a different format, Tim believes the best way to achieve a faster web is to create a policy that you can opt-in for.

Content Performance Policies would follow the idea of Content Security Policies (CSP). This would involve most likely creating a reporting-only mode so that sites could see how the policy would impact their site before actually applying it.

Although the idea of CPP is still very young, hopefully there can be an alternative for AMP that makes it easier for sites to adopt a more mobile-optimized approach without being forced to choose the latter.

If you’d like to read more, our own Arin Adamson has written more about AMP as well. Enjoy!

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