AMP is an open-source HTML framework by Google that helps web pages load faster and perform better on mobile devices.
Accelerated Mobile Pages (AMP) is a lightweight HTML framework developed by Google to help web pages load almost instantly on smartphones and tablets. AMP strips down unnecessary code and optimizes content for speed, making it easier for users to access pages quickly—even on slower networks.
Originally launched in 2015, AMP was designed to improve mobile performance, especially for news articles and content-heavy pages.
Why It Matters in SEO:
Page speed is a key ranking factor, particularly for mobile search. AMP enhances user experience by reducing load time, which can lead to:
- Lower bounce rates
- Higher engagement
- Better rankings in mobile search results
- Increased visibility in Google’s Top Stories carousel (prior to 2021)
Although AMP is no longer required for inclusion in Google Top Stories, it still contributes to performance metrics like Core Web Vitals.
How AMP Works:
- Streamlined HTML (AMP HTML): A simplified version of HTML.
- AMP JS: A JavaScript library that ensures faster rendering.
- AMP Cache: A content delivery network (CDN) that preloads AMP content for quicker delivery via Google.
Pros of Using AMP:
- Lightning-fast mobile page loads
- Improved mobile user experience
- Potential SEO benefits via better engagement metrics
- Cached delivery by Google for near-instant access
Cons of AMP:
- Design limitations due to stripped-down HTML
- Reliance on Google’s ecosystem
- Harder to implement custom scripts or dynamic features
- May reduce ad revenue and tracking flexibility
Is AMP Still Relevant?
Since 2021, AMP is no longer required for inclusion in mobile search features like Top Stories. Google now focuses more on Core Web Vitals, which measure real-world page performance regardless of AMP.
Many developers now prioritize overall mobile performance without using AMP, opting instead for fast, responsive design and performance optimization.
Example:
A news site implements AMP to serve its articles. When a mobile user clicks a link from Google Search, the AMP version loads instantly, keeping the user engaged and reducing bounce rate.
