AMP Pages (Accelerated Mobile Pages)

What are AMP Pages?

Accelerated Mobile Pages (AMP) is an open-source initiative by Google aimed at making web pages load faster on mobile devices. It provides a framework of guidelines for creating lightweight versions of web pages optimized for faster load times on mobile devices, even with slower internet connections.

AMP pages are constructed using specific HTML tags, CSS, and JavaScript libraries approved by the AMP project. These components are designed to minimize the amount of code required to load a page, thereby reducing load times.

Google and other search engines cache AMP pages, which allows them to load more quickly when users perform searches. AMP pages often appear more prominently in Google's search results, potentially leading to increased traffic and an improved user experience.

However, it's important to note that AMP pages come with limitations compared to standard web pages, such as restricted interaction and visual capabilities, and not all websites may benefit from implementing AMP.

Is AMP a way to make your site's mobile version faster?

Yes, AMP is specifically designed to make mobile versions of websites load faster. By simplifying HTML, streamlining CSS rules, and limiting JavaScript, AMP enables rapid loading, which can significantly improve the mobile browsing experience, particularly on devices with slower internet connections.

Are Accelerated Mobile Pages worth it?

Whether AMP is worth it depends on your specific goals. If the primary focus is on delivering content quickly and improving mobile search engine ranking, AMP can be beneficial. However, if your site relies heavily on dynamic content, complex user interactions, or branding that requires advanced CSS and JavaScript, the constraints of AMP may outweigh its speed benefits.

Does Google prefer AMP pages?

Google has indicated that while it does not give preferential treatment to AMP pages in search rankings solely because they are AMP, it does prioritize loading speed and mobile friendliness in its ranking algorithms. Consequently, AMP pages often load faster and therefore may rank better in mobile searches.

What happened to accelerated mobile pages?

AMP continues to be supported and is widely used; however, Google has evolved its approach. While initially promoting AMP heavily and featuring AMP pages prominently in its Top Stories carousel, Google has since updated its policies. As of May 2021, Google no longer requires pages to be AMP to qualify for the Top Stories carousel. This change reflects a broader move towards page experience signals, including loading performance, interactivity, and visual stability, as ranking factors for all web pages, not just AMP pages.