The Chinese Search Engine giant Baidu launched Mobile
Instant Page MIP, a similar technology to Google’s AMP.
Google’s AMP, or Accelerated Mobile Pages, is a way to build
web pages for static content that render fast. Publishers implementing AMP manages
to deliver much faster page loading speed and better user experience in search.
Let us take a look at what is AMP and MIP about?
Mobile Pages, is an open source project designed by
Google to help web publishers create mobile-optimized webpages that loads
instantly on all devices, according to Google. They want webpages with rich
content like video, animations and graphics to work alongside smart ads, and to
load instantaneously. Google tries that the same code work across different
platforms and devices so that content can be available everywhere instantly,
despite of any type of phone, tablet or mobile device one is using.
Google aims with AMP is to deliver the best possible
mobile browsing experience to its users. Google wants to get information to the
end user as fast as possible, it doesn't want the user to wait to read or see
MIP, stands for Mobile
Instant Pages, is an open protocol that Baidu advocates webmaster to use in
their mobile sites to improve site loading speed and enhancing user experience.
To simplify the concept, you can call MIP the Chinese equivalent of Google’s
AMP in the market. Like sites with AMP using Google’s Cache to speed up the
page loading, Baidu’s MIP also increases page loading speed by importing
webpage as cache into its MIP server.
Web surfers want instant search results. This means
Google wants to provide users speed, because in today's world, they have
serious competition and if they can offer high speed for contents accessed via
search results, they will be able to maintain or win market share for their
services. Also, Google wants people to browse more on the mobile web. So, it is
using AMP to get a more better place in the market.
Baidu has also been emphasizing that user experience is a
very important factor in ranking algorithm, Sites with MIP optimized helps
loading faster, which will surely enhance its weight on mobile search results.
According to Google, the open AMP HTML framework
piggybacks on existing web technologies, but it also lets site owners create
light-weight web pages,
AMP-HTML is simply HTML5
with a set of specifications, requirements and restrictions. The optimization
MIP includes three core parts, MIP HTML, MIP Cache and MIP
JS. You need to optimize CSS, HTML code and image tag according to the MIP
standard, If you want to implement MIP into your mobile sites and also use MIP
JS in place of calling from other JS library, connecting with Baidu MIP cache
will get benefit from
Initially, AMP was focused on news stories from online
publishers, the primary content on Google search is what the users currently
see as AMP pages in mobile search results. However, AMP is also applicable for
other types of businesses, such as e-commerce portals, for which the AMP
results will revolve many times and other components are well-suited.
Usually large websites have their own CDN i.e. Content
Delivery Network solution, and due to the collaboration of the site and
vitality of content creation, MIP may not be a good solution for them, considering
the large number of pages HTML tags and JS to change. Therefore, MIP might be a
very cost effective Mobile SEO solution for SME’s company websites to tap Baidu
Mobile Search users.
While most Google services have trouble being accessed in
China, Baidu’s MIP can be very helpful for companies targeting China internet
users to provide instant page loading experiences on mobile.