What is AMP (Accelerated Mobile Pages)?

AMP (Accelerated Mobile Pages): SEO Explained

The Accelerated Mobile Pages (AMP) project is an open-source initiative aiming to improve the web for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms. AMP pages have three core components: AMP HTML, AMP JS, and AMP Cache. These components are designed to ensure that AMP pages are fast and smooth-loading and prioritize the user experience above all else.

AMP is a crucial aspect of Search Engine Optimization (SEO) as it directly impacts a website’s performance on mobile devices. With the increasing use of mobile devices to access the internet, having a website that performs well on these devices is paramount. AMP helps achieve performance on mobile devices by enabling web pages to load faster, thus improving user experience and increasing the likelihood of users staying on the page.

Understanding Accelerated Mobile Pages

Accelerated mobile pages are not a separate programming language but rather a stripped-down form of HTML. AMP is designed to be lightweight and fast-loading. It achieves fast loading by limiting the use of specific HTML tags that are known to cause slow page loading times and by prioritizing resource loading. AMP HTML is basically HTML with some restrictions for reliable performance.

AMP JS is a JavaScript framework for mobile pages. It manages resource handling and asynchronous loading. AMP JS ensures that the most essential content is loaded quickly and smoothly. Lastly, the AMP Cache is a proxy-based content delivery network for all valid AMP documents. It fetches AMP HTML pages, caches them and improves page performance automatically.

Benefits of AMP

Accelerated mobile pages offer several benefits for both users and website owners. For users, AMP pages load faster, providing a smoother and more engaging experience on mobile. For website owners, AMP can lead to higher engagement and more time spent on the site by users. Higher engagement and more time spent can ultimately lead to elevated ad views and more revenue.

Many different platforms support AMP, and are compatible across browsers. AMP’s ecosystem includes 25 million domains, 100+ technology providers, and leading platforms that span the areas of publishing, advertising, e-commerce, local and small businesses, and more.  Broad compatibility also means that AMP works with various formats and platforms.


Accelerated mobile pages directly affect SEO in many ways. Firstly, it affects mobile ranking. Google has clarified that mobile speed is a ranking factor, and AMP is one way to achieve fast mobile speed; therefore, AMP can improve a site’s visibility in search results.

Secondly, AMP improves user experience. As mentioned earlier, AMP pages load faster and provide a smoother user experience. Faster loading can lead to higher engagement and lower bounce rates, which are positive signals to search engines and can improve a site’s ranking.

The image captures the essence of Accelerated Mobile Pages and SEO. It features a modern smartphone with a symbol of speed and abstract elements representing SEO, all within a light and warm-coloured setting. The blend of realistic and animated styles aims to reflect the dynamic and user-friendly aspects of SEO and mobile web technology.

Implementing AMP

Implementing accelerated mobile pages on a website involves three main steps. Firstly, the existing HTML code needs to be converted to AMP HTML. The conversion consists of replacing certain HTML tags with their AMP equivalents and adding additional AMP-specific tags.

Secondly, the AMP JS library must be included in the AMP pages. The AMP JS library provides the custom tags and manages resource loading. Finally, the AMP pages need to be cached in the AMP cache to be served quickly.

Accelerated Mobile Pages and User Experience

Accelerated mobile pages’ primary goal is to load web content faster for mobile users. AMP imposes some restrictions on HTML, CSS, and JavaScript to achieve faster loading. While these restrictions help achieve shorter loading times, they require web developers to rethink how they deliver content to mobile users.

Despite these challenges, the benefits of AMP for user experience are evident. By delivering content more quickly, AMP reduces the likelihood of users leaving a page before it fully loads. Quick delivery can lead to higher engagement, more time spent on the site, and, ultimately, more ad views and revenue for site owners.

AMP and Advertisers

For advertisers, accelerated mobile pages offer some benefits. Firstly, AMP pages load faster, leading to higher ad viewability rates. Secondly, AMP supports a wide range of ad formats, ad networks and technologies. Broad compatibility means that advertisers can continue to use the same ad networks and formats they are used to.

AMP is designed to support user choice and encourage engagement with ads. It achieves ad engagement by only allowing non-intrusive ads and allowing users to choose whether or not to engage with ads.

AMP and Publishers

For publishers, accelerated mobile pages can help increase engagement and ad views. By making pages load faster, AMP can reduce the likelihood of users leaving a page before it fully loads. Faster loading can lead to higher engagement, more time spent on the site, and, ultimately, more ad views and revenue.

AMP supports a wide range of ad formats, ad networks and technologies. Compatibility means that publishers can continue to use the same ad networks and formats they are used to.

This artwork captures the essence of fast, efficient digital content, symbolized through a smartphone and a visually rich web page, set against a backdrop that reflects the rapid pace of digital information.


In conclusion, accelerated mobile pages are a powerful tool for improving a website’s performance on mobile devices. It offers several benefits for both users and website owners and directly impacts SEO by affecting mobile ranking and user experience. While implementing AMP requires some effort, its benefits make it a worthwhile investment.

Whether you are a publisher or advertiser or run an e-commerce site, AMP can help you deliver a better user experience, increase engagement and ad views, and, ultimately, increase revenue. With its broad compatibility and support for various ad formats and networks, AMP is a versatile solution that can benefit a wide range of websites.

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