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Hvad er AMP?

Læs, hvordan du får indlæst din hjemmeside hurtigere på mobile enheder

AMP står for Accelerated Mobile Pages. Accelerated Mobile Pages er med til at gøre at siderne på din hjemmeside indlæses hurtigere på mobile enheder.

Hvor mange gange har du ikke prøvet at klikke på et link, som nogen har delt, for eksempel på Instagram, for så efterfølgende at blive irriteret over, hvor lang tid det tager at indlæse linket? Internet- og mobilbrugere har typisk tålmodighed til at vente i højest 4-5 sekunder. Ikke længere. Hvis ikke siden er indlæst efter 5 sekunder, så springer man videre. Hvis brugeren alligevel har tålmodigheden til at vente længere tid, så vil vedkommende som det næste, når siden er indlæst, højst sandsynligt opleve en super langsom side, der gør det umuligt at scrolle ned ad siden, fordi den loader langsomt. Igen vil det resultere i, at brugeren forlader hjemmesiden formentlig med en del frustration i bagagen.

Så hvordan fungerer AMP så?

Accelerated Mobile Pages er et open-sourceprojekt, der administreres af Google. AMP er en HTML og en JavaScript-kode med navnet AMP HTML og AMP JS. Google besluttede at støtte dette projekt, fordi man så behovet for hurtigere indlæsningstider; Google ville med sin medvirken sikre, at brugerne kan indlæse sider hurtigere på deres mobile enheder.

AMP gør det muligt at indlæse indhold hurtigere, når der er tale om indhold, som er det samme for alle brugere.

Hvis du implementerer Accelerated Mobile Pages på din hjemmeside, så markerer Google dit indhold, såsom artikler, med et specielt ikon på søgesiden. Ikonet, der er formet som et lyn, indikerer, at siden er AMP-aktiveret og kører problemfrit.

Når en bruger beslutter sig for at ville læse dit indhold, så klikker de på siden, og en AMP-version af den aktuelle side vises. Siden kommer ikke fra det website, man besøger, men stammer i stedet fra et CDN (indholdsleveringsnetværk), som Google ejer. Her har Google gemt alle de cachede versioner af dine sider, der overføres til brugerens telefon og vises på under 2 sekunder.

Disse tre komponenter (AMP HTML, AMP JS, AMP cache) arbejder sammen for at sikre, at dine sider indlæses lynende hurtigt.

Brugen af AMP gavner din hjemmeside på flere punkter. Udover at indlæse siderne hurtigere, på mobile enheder, så placerer det også dit website højere i søgemaskinerne. Implementeringen af AMP gør ikke i sig selv at din WordPress hjemmeside bliver højere placeret i søgemaskinerne. Men det er almindelig kendt, at load hastigheden på en hjemmeside, også i mobilversioner, spiller en stor rolle for, hvordan hjemmesiden rangeres i bl.a. Google. Så ved at gøre alt, hvad du kan for at optimere indlæsningshastigheden af din hjemmeside, på alle platforme, og altså herunder også ved at gøre brug af AMP, så vil du sandsynligvis opleve, at din hjemmeside kravler op i Google-hierarkiet, når det gælder søgeresultater.

Derudover lister Google også de øverste sider, der er AMP-aktiverede, i sektionen med mest populære historier. Dette er en fantastisk mulighed for at skille sig ud og være foran konkurrenterne.

Hvordan virker AMP JavaScript?

Et af de elementer, som AMP JavaScript arbejder med, er at kontrollere belastningen af siden. JavaScriptet styrer, hvad en bruger vil se ved første øjekast, når de besøger en side. Vil alle billeder blive indlæst på samme tid, eller begynder de først at blive indlæst, når der scrolles ned over siden og man nærmer sig de nævnte billeder (også kendt som lazyload)? Visse elementer og anmodninger prioriteres frem for andre. Det hele er baseret på brugernes adfærd og interaktion med siden. Der holdes ganske enkelt øje med brugernes adfærd, og ud fra dette bestemmes det, hvordan siden skal indlæses.

AMP forsøger således at forstå og få en fornemmelse for indholdet på siden, og på den baggrund præsentere det indhold først, der kan synes at være mest relevant for brugeren. For eksempel indlæses den annonce, der er placeret et stykke nede på siden ikke førend senere (når brugeren har rullet længere ned), men der vil i stedet blive fokuseret på at indlæse relevante billeder og indhold, som ligger i toppen af sitet.

AMP kan altså styre indlæsningen ved først at indlæse tredjepartsindhold, efter at dit originale indhold er blevet indlæst.

En negativ effekt ved ikke at aktivere AMP kan være, at reklamer, der breder sig hen over midten af siden bliver vist, og begrænser brugerens muligheder for at læse det mere relevante indhold. Brugerne kan ende i en situation, hvor det er umuligt at gøre andet end at klikke på annoncen. AMP derimod er med til at begrænse den plads, som en annonce kan have på en mobiltelefon.

Accelerated Mobile Pages følger reglerne; indhold er vigtigst og skal matche den gode brugeroplevelse. Således ønsker AMP at sikre, at brugeren faktisk får vist det indhold, de ønsker at se, og som er årsagen til at de besøger websitet, og ikke udelukkende får vist annoncer, der har overtaget skærmbilledet.

AMP vs ikke AMP

Accelerated Mobile Pages er et værktøj, der kan være meget gavnligt for dig. At have en AMP-løsning på din hjemmeside vil sikre en bedre brugeroplevelse. Du vil helst undgå, at dine brugere forlader din hjemmeside i irritation over, at siden indlæses for langsomt. Det som du gerne vil sikre dig er, at dine brugere bliver ved med at vende tilbage, og vigtigst af alt forlader dit website med en positiv oplevelse.

Hvis du ikke aktiverer AMP, kan det faktisk ende med at skade både dit brand og trafikken på din hjemmeside. Især fordi tendensen går i retning af, at vi alle sammen bruger mere og mere tid på vores mobiltelefoner. Ved at bruge AMP vil du være foran konkurrenterne og være sikker på, at din virksomhed ikke kommer til at halte bagud.

Der er dog nogle ting som du bør overveje, førend du aktiverer Accelerated Mobile Pages.

AMP er desværre også med til at begrænse nogle funktioner, som du måske alligevel gerne vil have vist på din hjemmeside. AMP kan til tider have svært ved at håndtere visningen af et meget tungt design, og derfor kan du blive tvunget til at have et simpelt design, der kun lige nøjagtig lever op til de krav, der skal til for at du kan få vist det indhold, som du har produceret.

Et andet problem kan være, at en bruger besøger din side, men at besøget ikke bliver registreret som et besøg på dit website. Dette skyldes, at når den besøgende klikker på siden, så bliver de omdirigeret til en AMP-side ved hjælp af en Google URL.

Hvordan virker AMP i WordPress?

Hvis du vil aktivere AMP på din WordPress-hjemmeside, så skal du installere AMP-pluginet oprettet af Automattic (folket bag WordPress). Pluginet genererer herefter automatisk AMP-kompatible versioner af dine indlæg.

Du kan med fordel aktivere AMP, hvis du udgiver meget nyt indhold.

Nu hvor du har en AMP-hjemmeside, hvad er så næste skridt?

Det tager normalt et par dage, førend dine Accelerated Mobile Pages vises på Googles søgeresultatside. Det sker efterhånden som siderne bliver indekseret. Så tag det bare roligt, hvis ikke der sker noget lige med det samme. Hvis du også har installeret analyse-delen, så kan du selv kontrollere, hvor godt dine AMP-aktiverede sider klarer sig.