What are Accelerated Mobile Pages(AMP) and why do you need to start using them




An AMP is an alteration to the source code of your website that points from your standard HTML webpage to a simplified basic version of itself. In short, AMP is a super-stripped down version of your website optimised for loading speed.

Why is AMP used?

AMP is used to create super-fast but limited web experiences.

They are optimised, limited versions of web pages that load super quickly. Google has reported page loading times reduced between 15% and 85% when using AMP.

You don’t need AMP to have an optimised page but they definitely do have an advantage. However, you do lose control over design so it’s a compromise you’ll have to consider.

It’s worth noting that having AMP pages isn’t a ranking factor used by Google but instead utilising AMP helps with other areas like page speed which are taken into account.

How does AMP work?

AMP HTML

AMP HTML is different from standard HTML because it comes with mobile-focused properties and custom tags. AMP HTML guarantees certain baseline performance characteristics which then translates to content loading faster on a user's device.

AMP Javascript

AMP JavaScript enables the AMP page to better and more efficiently provide the core benefits of the regular page to the user.

AMP Cache

The AMP cache is built and stored by the browser to serve only valid pages and to let them pre-load safely and efficiently. What this means is, a confirmed page is guaranteed to work, this removes the dependency on external factors which could slow the page down.

How to set up AMP

Creating an AMP web page is similar to a standard HTML page. If you want to see Google’s documentation on this click here.

Is AMP essential?

Before implementing AMP it’s worth knowing if it would even make a difference to your website. It’s never actually essential but can lend a massive helping hand to your website for both SEO and Paid Search.

Where is AMP useful:

  • Websites with a high volume of articles or blog content.
  • AMP pages are cleaner and simpler for page readers.

How AMP impacts Google Ad performance

Page speed has a huge impact on user experience and this is why Google uses it to calculate their landing page quality score data. Google says that 50% of website users leave before the site loads. So is a vital metric you need to improve to reduce CPC and improve ad quality.

How AMP impacts SEO

Much like how AMP can help with Google Ads by improving page speed this also helps with SEO. Google will also prioritise websites that load faster in SERP. This means that by implementing amp you can have an advantage over your competitors without too much effort.

Benefits of using AMP

Improved website engagement

It makes sense that having users wait less time for a website to load will improve their user experience. But it also helps users with less reliable internet connections get access to your content more easily.

Improved ranking and traffic

AMP webpages are prioritised by Google and as such will appear higher than non-AMP pages.

Decreased bounce rates

Loading speed is a huge factor when it comes to how long people spend on a website. Shorter loading time = fewer bounces and greater time spent on site.

Better CTR

AMP pages show in the ‘Top Stories’ section on Google which appears at the top of SERP. it’s found that readers are much more likely to click on these articles than ones further down the page.

Drawbacks to using AMP

Less snazzy websites (Potentially sacrificing UX)

Because these AMP pages need to be quick to load and respond to users the amount of CSS and JS used is limited. This might not be a big deal for articles or blogs but if you were to make main pages on your site AMP then you will be missing out on features you may be used to.

Requires time to optimise and develop

Setting up your website to use AMP can be a time consuming and difficult process. However, this does also mean that a lot of sites are missing out on the benefits of AMP and could give your site a competitive advantage.

Concerns over privacy

Recently the browsers DuckDuckGo and Brave have removed support for Brave and instead redirect users to the original page on the publishers site. It’s not clear at the moment what concerns they have with AMPs privacy but if this picks up traction it could mean that more and more browsers remove support for AMP.



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