What is AMP?
AMP, or Accelerated Mobile Pages, is an open-source framework developed by Google to create lightweight, fast-loading web pages for mobile devices. AMP pages use a simplified version of HTML, limited JavaScript, and special caching techniques to improve page speed and performance on mobile networks.
AMP was designed to enhance mobile user experience by delivering near-instant loading times and consistent formatting across devices.
Why AMP Matters
Fast-loading mobile pages can significantly improve user engagement, reduce bounce rates, and enhance visibility in search results. Although AMP is no longer a direct ranking factor, page experience and speed still influence SEO performance.
Benefits of AMP include:
- Improved mobile page speed
- Better performance on slow connections
- Enhanced user experience on mobile
- Eligibility for placement in some Google features (e.g. Top Stories, depending on region)
- Simplified mobile publishing process
However, AMP has become less prominent in recent years, with broader support for non-AMP fast-loading experiences and core web vitals.
Example in Use
News publishers often used AMP to deliver mobile-friendly articles that load quickly. A typical AMP URL might look like https://example.com/article/amp, and clicking on it would load a stripped-down, fast version of the original page.
Implementing AMP typically involves using the <html amp> declaration, adhering to AMP HTML rules, and using Google AMP Cache.
Related Terms
- Mobile SEO
- Page Speed
- Core Web Vitals
- Responsive Design
- Google Search