[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fawesome-mobile-experience-without-google-amp":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":467,"breadcrumbs":468,"reading_minutes":198,"category":476,"head":479},"2016-05-15T21:36:36",{"rendered":6},"\u003Cp>AMP, Google’s Accelerated Mobile Pages is a great way for publishers to enhance their user experience without damaging any potential SEO benefits. It promotes fast, mobile-ready web pages which work well on mobile devices.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">I wrote recently about our u-turn on support for AMP as an SEO agency; we feel that although the software is great for publishers with extremely large sites, for smaller businesses concerned with SEO there aren’t yet enough compelling reasons to adopt. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">However, that’s not to say B2B sites can’t attract and gain mobile users. Quite the opposite is actually true. Let’s start off by looking at the benefits of Accelerated Mobile Pages;\u003C\u002Fspan>\u003C\u002Fp>\n\u003Col>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Mobile-first approach\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Faster loading page for mobile users\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Improved search engine presence \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Wide support for ad networks and analytics packages \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Pages are part pre-rendered from the seach results\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch2 id=\"achieving-mobile-success-without-amp\">Achieving mobile success without AMP\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">AMP does this by the following techniques, as its project website states. Even if you choose not to implement AMP on your website, you should really be considering actioning as many of these points as possible, as research shows that a slow website has a much lower conversion rate. Google also loves fast pages too, and page load time has long been understood to be an SEO ranking factor.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"1-allow-only-asynchronous-scripts\">\u003Cstrong>1) Allow only asynchronous scripts \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cfigure style=\"width: 300px\" class=\"wp-caption alignright\">\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fblog.typekit.com\u002F2015\u002F08\u002F04\u002Fnew-embed-code-for-asynchronous-font-loading\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2589\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FfDiSMVzS-async-code-typekit.png?auto=compress%2Cformat&fit=scale&h=163&q=90&w=200\" alt=\"Source: Typekit. Async code loading\" width=\"300\" height=\"245\" \u002F>\u003C\u002Fa>\u003Cfigcaption class=\"wp-caption-text\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fblog.typekit.com\u002F2015\u002F08\u002F04\u002Fnew-embed-code-for-asynchronous-font-loading\u002F\">Source: Typekit. Async code loading\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Now whilst in principle, this is a great idea — to block any scripts which must load before the page is registered as complete — unfortunately many scripts aren’t loaded in this way.  Many scripts that aren’t already asynchronous probably can’t be in their current form. Consider refactoring some code and further investigate the new HTML5 \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">async\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> attribute. The idea here is that the actual load time of the page is reduced fairly significantly and then the scripts execute following that time. \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Cbr \u002F>\n\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"2-size-all-resources-statically\">\u003Cstrong>2) Size all resources statically \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Each visual element in HTML — especially images, videos and iframes — can have a specified height and width, allowing the browser’s rendering engine to accurately calculate the required space before the actual element itself is fully downloaded. Many content management systems automatically include this information however there’s a tendency for developers to omit these attributes as browsers can quite accurately calculate this requirement — at a cost of time. To be fully optimised, ensure that dynamic resizing isn’t something you’re making your visitors’ browsers do. \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Cbr \u002F>\n\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"3-dont-let-extension-mechanisms-block-rendering\">\u003Cstrong>3) Don’t let extension mechanisms block rendering \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Whilst this is a feature of AMP, the thought behind it completely makes sense. When using external embeds, features or items, do not allow these to hold up the loading of a page. AMP technology addresses this by loading in most external elements through the \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">amp-iframe\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> element, which effectively sandboxes its content and allows the content to load in at its own pace. In AMP these additional elements are also tagged with the \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">async\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> attribute to ensure where possible that their contents cannot prevent the page from rendering. \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Cbr \u002F>\n\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"4-keep-all-third-party-javascript-out-of-the-critical-path\">\u003Cstrong>4) Keep all third-party JavaScript out of the critical path \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cfigure style=\"width: 300px\" class=\"wp-caption alignright\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ffundamentals\u002Fperformance\u002Fcritical-rendering-path\u002Fanalyzing-crp\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2590\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fm5XgYB0t-analysis-dom-css-nb-js-async.png?auto=compress%2Cformat&fit=scale&h=69&q=90&w=200\" alt=\"Source: Google. JS outside of the critical path.\" width=\"300\" height=\"103\" \u002F>\u003C\u002Fa>\u003Cfigcaption class=\"wp-caption-text\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ffundamentals\u002Fperformance\u002Fcritical-rendering-path\u002Fanalyzing-crp\">Source: Google. JS outside of the critical path.\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The critical rendering path is the theory behind rendering the page as it’s available, rather than once the browser download is complete. Google explain this pretty well \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ffundamentals\u002Fperformance\u002Fcritical-rendering-path\u002F?hl=en\">\u003Cspan style=\"font-weight: 400;\">here\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. JavaScript, especially from third parties, generally runs synchronously, and has a nasty habit of writing in lots of additional requests to external sources. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Ad networks are terrible for this; additional requests can take potentially up to a second each, and there may be 2-3 of these per page. In this scenario, the page render would only be complete after all of those round trip requests. AMP handles this by, again, sandboxing this content into amp-iframe elements so that this isn’t a render blocking issue. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">You can mitigate this on your own website by optimising scripts where possible, loading them asynchronously, and also ensuring that your JavaScript runs in the footer of your page. With the rise in the use of tag managers and tag containers, you should also explore the possibility of running your external scripts through a solution such as Google Tag Manager. \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Cbr \u002F>\n\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"5-all-css-must-be-inline-and-size-bound\">\u003Cstrong>5) All CSS must be inline and size-bound \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Something special to AMP is that it allows only on-page CSS style scripts. Usually these are required through additional external files. There are pros and cons to this approach; \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Pros\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">; this ensures developers practice good code hygiene. The 50KB file size limit is plenty for even the most complex pages, and it saves at least one additional HTTP request to load the page. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Cons\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">; as the style is all inline, repeated elements must be defined at least one per page whereas an external CSS file would allow for this to be loaded only once. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This is a specific of AMP that for a mobile site you would not want to follow, however the best practise outcome is that all code is minified and compressed into only one file required by all pages. This can then be cached locally by your website owner’s and on their subsequent page views and visits, the additional HTTP request will be saved anyway. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"6-font-triggering-must-be-efficient\">\u003Cstrong>6) Font triggering must be efficient \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cfigure style=\"width: 300px\" class=\"wp-caption alignright\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ffundamentals\u002Fperformance\u002Foptimizing-content-efficiency\u002Fwebfont-optimization?hl=en\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2591\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fr7WGhufU-glyphs.png?auto=compress%2Cformat&fit=scale&h=77&q=90&w=200\" alt=\"Source: Google\" width=\"300\" height=\"116\" \u002F>\u003C\u002Fa>\u003Cfigcaption class=\"wp-caption-text\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ffundamentals\u002Fperformance\u002Foptimizing-content-efficiency\u002Fwebfont-optimization?hl=en\">Source: Google\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Specific to AMP again, but a play on web font optimisation. Font files used on the web are huge, so they can have their own impact on web page load times. Some fonts which aren’t optimised can block the rendering of text until all of the relevant files are downloaded — sometimes when using a variety of font faces with different weights, this can be dozens of total files from an external font service. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This additional load time and the render-blocking impact of fonts makes it extremely important to be selective of the files which are required, and how they’re loaded in. Many font services now allow for \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">async\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> loading, such as \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fblog.typekit.com\u002F2015\u002F08\u002F04\u002Fnew-embed-code-for-asynchronous-font-loading\u002F\">\u003Cspan style=\"font-weight: 400;\">TypeKit\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Other CSS-based font services such as Google Fonts allow you to select the font weights and the package of glyphs required so that you’re not downloading too many items you do not require. Google Fonts, for example, also allows you to reference multiple fonts via one CSS file, which minimises external HTTP requests.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">So what can you do? If you’re using external font services, read their documentation to understand how to optimise your usage. Check the glyph sets you’re using (i.e. do you really need the Latin and Greek characters) and request only those that your website needs. If you’re using a service like TypeKit, ensure that your JavaScript is asynchronous. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"7-minimize-style-recalculations\">\u003Cstrong>7) Minimize style recalculations \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Changing elements on a page requires them to be re-drawn. Similarly, heavy processing requirements surrounding CSS animations or JavaScript effects, especially whilst the user is scrolling requires the device to constantly redraw the contents of the frame. Whilst most devices will be able to handle these complex calculations, to maintain the 60 frames per second refresh rate many mobile browsers use, much of the calculations need to be completed within 10 milliseconds to not cause a juddering effect to the user. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">To ensure you don’t fall foul to this, ensure you’re using the most efficient supported method of creating your animations, limit all unnecessary JavaScript executions, and use your browser toolbars to debug performance. This is a little out of scope of this guide due to the advanced programming nature of it, but if you’re interested please see \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ffundamentals\u002Fperformance\u002Frendering\u002F\">\u003Cspan style=\"font-weight: 400;\">Google’s advice here\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> and the associated \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.udacity.com\u002Fcourse\u002Fbrowser-rendering-optimization--ud860\">\u003Cspan style=\"font-weight: 400;\">Udacity course\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"8-only-run-gpu-accelerated-animations\">\u003Cstrong>8) Only run GPU-accelerated animations \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">AMP only allows animating and transitioning on \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">transform\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> and \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">opacity\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> properties, meaning that the devices browser isn’t redrawing elements. The transform and opacity attributes are handled by a device’s GPU and keeps these jobs separate, as not to slow down the browser’s display of elements. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">AMP doesn’t allow every type of animation to ensure that the browser experience is smooth, however on your own website you’re free to use any of the effects you please. Further to the previous point, six, it’s worth bearing in mind how a website is rendered on the page to ensure that you’re using the best animation method possible, therefore keeping your user’s experience a pleasant one. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"9-prioritize-resource-loading\">\u003Cstrong>9) Prioritize resource loading \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">AMP handles its resource loading in a particular way which can easily be replicated across a number of other platforms. Specifically, AMP loads resources only as or just before they are required. It does this by pre-fetching lazy loading resources (i.e. images below the fold) and it also ensures important content is prioritised. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Additionally, AMP pages can be pre-loaded into the user’s browser just before it’s required from the search engine results page — something which without AMP we cannot achieve. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">However, to work towards front-end AMP parity, we can include a number of techniques we can employ on our own websites. One is \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.chromium.org\u002Fdevelopers\u002Fdesign-documents\u002Fdns-prefetching\">\u003Cspan style=\"font-weight: 400;\">dns-prefetch\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> which resolves additional DNS hostnames for popular external resources before they are requested. Another would be to lazy load images so that they are taken out of the critical rendering path. There are a few ways of doing this; a \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fluis-almeida.github.io\u002Funveil\u002F\">\u003Cspan style=\"font-weight: 400;\">few\u003C\u002Fspan>\u003C\u002Fa> \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.appelsiini.net\u002Fprojects\u002Flazyload\">\u003Cspan style=\"font-weight: 400;\">front-end\u003C\u002Fspan>\u003C\u002Fa> \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcss-tricks.com\u002Fsnippets\u002Fjavascript\u002Flazy-loading-images\u002F\">\u003Cspan style=\"font-weight: 400;\">techniques\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> for example, but one of our favourite is through the Apache module mod_pagespeed — it includes a handy filter called \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">lazy_load_images\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> which inlines a lazy loading script. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The other mod_pagespeed filters are worth checking out too, as you can inline size attributes, convert them to webp and even inline smaller images into the page’s code to save on a HTTP request.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"what-to-do-next\">\u003Cspan style=\"line-height: 1.5;\">What to do next?\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Thanks for sticking with me through this monster post. I’ve still only scratched the surface of web page optimisation. There are plenty of other server-side modules depending on your configuration, and it’s probably impossible to read up on the number of front-end JavaScript optimisation solutions available. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cfigure style=\"width: 300px\" class=\"wp-caption alignright\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2592\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FFoSue96q-pingdom-waterfall.png?auto=compress%2Cformat&fit=scale&h=75&q=90&w=200\" alt=\"Use Pingdom to analyse your page load waterfall diagram and get recommendations.\" width=\"300\" height=\"112\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">Use Pingdom to analyse your page load waterfall diagram and get recommendations.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">I always start my page speed analysis over at \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Ftools.pingdom.com\">\u003Cspan style=\"font-weight: 400;\">Pingdom\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> and then visit a number of other tools (\u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fredbot.org\u002F\">\u003Cspan style=\"font-weight: 400;\">RedBot\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fspeed\u002Fpagespeed\u002Finsights\u002F\">\u003Cspan style=\"font-weight: 400;\">Google PageSpeed Insights\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">) to get a real feel for what’s going on. Just by viewing your browser’s source code you’ll notice whether your scripts are combined and whether you’ve managed to collapse the whitespace in your HTML. These tools all give feedback and recommendations and these are a great place to start your optimisation efforts.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In addition, Google hosts a number of excellent resources on \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ffundamentals\u002Fperformance\u002F?hl=en\">\u003Cspan style=\"font-weight: 400;\">website optimisation for developers\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, and a quick Google search is always successful and will provide numerous other techniques.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This guide has shown an alternative method of achieving each of the AMP project benefits, or has mitigated against not conforming to each of them. If you’re still unclear on the reason for not conforming to the AMP project, be sure to read about my recent \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fu-turn-amp-support\u002F\">\u003Cspan style=\"font-weight: 400;\">U-turn in my opinion\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Check out the \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ampproject.org\u002Fdocs\u002Fget_started\u002Ftechnical_overview.html\">\u003Cspan style=\"font-weight: 400;\">AMP project’s roundup on benefits\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> if you’re after any further reading. Otherwise, please leave any further questions in the comments below! \u003C\u002Fspan>\u003C\u002Fp>\n",false,"standard",[10,11],1,37,[],[14],108,[16,17,18,19,20,21,22,23,24],"post-2588","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","category-web",{"page_content_modules":26,"hero":194},[27,155],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"How to achieve an awesome mobile experience without AMP",[32],{"id":10,"path":33,"display_name":34,"job_title":35,"description":36,"avatar_url":37,"acf":38},"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Aaron Dicks","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":35,"full_bio":39,"specialist_service_links":40,"photo":99},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. 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Otto.\u003C\u002Fp>\n",[41,58,70,80,90],{"page":42,"link_text":46},{"ID":14,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":57},"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 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