Google’s AMP, or Accelerated Mobile Pages, is a way to build web pages for static content that render fast. Publishers utilizing AMP deliver much faster page loading speed and better user experience in search.
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.
Very similar to AMP, Baidu MIP in action consists of three different parts:
- MIP HTML
- MIP JS
- MIP Cache
The loading time of the landing page after implementing MIP are reduced by 30% to 80% according to Gao Lei, senior technology manager at Baidu Search. MIP affects SEO performance as well because it improves loading speed of web pages and “speed” is one important ranking factor.
Baidu might make MIP compatible with AMP in future so that publishers can save development time to utilize both.