AMP is an open-source web framework by Google.
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Search results in Google ( as well as Bing ) like the one shown in the example below, that have the flash symbol next to them are AMP pages.

These pages load instantly.
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But how?
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AMP uses something called components, which are built on top of standard HTML, CSS and JavaScript.
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AMP enforces several rules & restrictions and a page that follows all of them is considered a valid AMP page. These restrictions are a part of the reason why AMP pages are so performant.

It ensures best practices are followed and inefficient code isn't used. The other reason is that your pages are served from Google's servers & CDN.

Valid AMP pages are also stored in Google's cache, and even while the search results are being displayed, your landing page is loaded in the background and pre-rendered.

So when someone clicks on the ad or the search result your page appears almost instantly.

Some of the restrictions of AMP pages are:

1. 75KB of CSS per page
2. No External CSS files
3. No External Javascript ( You have to build custom AMP components like <amp-script>)

But don't fret if you don't know what this means.

We have tried to bring almost all the functionality that we have in our standard pages to AMP.

We have built custom AMP components so you don't have to.

Smart pages use standard HTML, CSS and JavaScript.

Basically, you can use any code that a web browser supports.

No restrictions!!

Our smart pages use the same code & image compression and best practices that are incorporated in our AMP pages.

Our Smart pages are also hosted, cached and served from high-performance cloud servers & a CDN.

But since these pages aren't preloaded when an ad or search result appears on Google, they don't load as instantly as AMP pages.

Both AMP and Smart pages are fully responsive, meaning the design adapts to all screen sizes from Desktops down to Tablets and mobile.

Instant loading that you get from AMP is a magical feeling and is the Google recommended way.

You are rewarded with higher ad quality scores ( assuming your page ticks other boxes like content, relevancy, design etc ) which could mean lower CPCs.

But don't let the word "Smart" deceive you. They are equally optimized, and fast and offer the best balance between customizability and performance.

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Mobile Slides is an innovative addition to Swipe Pages, designed specifically to offer an enriched user experience on mobile devices.

Mobile slides function optimally on mobile platforms.

With Mobile Slides, your landing pages can closely emulate the feel and functionality of native mobile applications.

In an era where mobile usage often surpasses desktop interactions, it's paramount to cater to mobile audiences.

Mobile slides are tailored for the smaller screen dimensions of smartphones and tablets.

Navigate through your mobile slides by simply swiping left or right.

This gesture-based navigation provides a fluid and intuitive means for users to explore content, mirroring their typical mobile interactions.

A critical element in driving user action is the visibility and accessibility of the CTA button.

The CTA button is strategically placed at the bottom of the slides, ensuring it remains within the user's line of sight.

This consistent positioning directs users towards taking the desired action, which can lead to improved conversion rates.