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?

Accelerated 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 something.

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.

Benefits to Use                            

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.

How to Use:

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 is powered by JavaScript, styling can be customized via CSS3, and pages are cached.


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 server.

Who 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.

Last updated:11/23/2019 2:05:32 AM


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