There are three basic ingredients that make up an AMP page:

• Custom HTML: AMP HTML uses custom properties for resources such as images, videos and iframes, and a restricted set of functions.
• Custom JavaScript: AMP JS makes all external resources load asynchronously. It also requires you to set sizes in the HTML, which means that the page layout is determined before it loads. This means that elements won’t jump around the page as other resources load.
• Custom Cache: Google’s AMP Cache is a separate cache used to store AMP pages to serve in search results. When pages stored in the cache are served to a user, everything comes from the same location, increasing efficiency.

All three of these elements work together to render pages seemingly instantly.

The Evolution of SEO: Understanding the Myths and Embracing the SEO Basics

One of the most common complaints that I have heard during my interactions with business owners, freelancers and commercial entrepreneurs is the challenge of keeping up with SEO practices. In simple terms, these professionals feel that staying on top of Search Engine Optimisation is too difficult and limits their ability to maintain this aspect of their business. In fact, most people state that the ever-changing nature of the SEO is the reason why they are overwhelmed, intimidated and uninformed. Unfortunately, this mindset is not only present in people without actual SEO skills of experience. Even seasoned veterans have at one point felt that the landscape of SEO changes too much.

Online competition is fierce because there are numerous companies and websites providing the same information and services. Therefore, numerous white hat and black hat techniques are employed by site owners and SEO marketers to get ahead of their competitors. One of the common black hat methods which have gained popularity in the recent past is negative SEO. As implied, the objective of negative SEO is converse to that of standard Search Engine Optimization. In simple terms, negative SEO is aimed at causing a steep decline in search engine rankings, instead of causing an increase.