We'd like to use cookies on your device. You can accept our recommended cookies or customize your settings for better functionality.
We'd like to use cookies on your device. You can accept our recommended cookies or customize your settings for better functionality.

What you need to know about Google’s Accelerated Mobile Pages (AMP)

Google AMP
Source : w3swebdesign.com


In this fast-moving world don’t you think that everyone wants a web page to load faster in their mobile phones. The development community has found ways to enhance the website performance to give site visitors a richer experience.

In 2015 Google released its new Mobile Friendly update. According to this update google will boost the ranking of mobile friendly pages in mobile serp’s and will de rank the pages that aren’t optimized for google. So, the pages optimized for mobile devices will rank at the top in mobile search. The desktop searches have not been affected by the update. Accelerated mobile pages is an open source initiative initiated to optimize the loading speed of webpages.

Well then let’s see what amp is and how can it help our mobile pages to rank better.

Is your site mobile friendly ?
Source : soonermarketingsolutions.com


What is AMP?
AMP or Accelerated mobile pages are the fast loading mobile webpages. It is an html page designed to load mobile web pages faster. So, in this html page you have to use a streamlined version of CSS and the JavaScript is not allowed in this at all.
So there are so many things like how this page is designed for pure readability and pure speed.
All this speed and relatable content is done for a better user experience.

How AMP Works?
According to Search Engine Land AMP is structured in 3 parts: –

How AMP works ?


The AMP plugin helps in rendering the mobile pages quickly. It is done as the plugin only renders those html codes which are suitable for the mobile users and ignores the other ones. It renders the pages using the optimized html code. So that’s why the pages load faster.
No third-party JavaScript is allowed in the AMP and if it is included it will not be rendered.

So, if you think you want to use AMP plugin to improve the mobile pages, you should use it only for improving speed and readability. This doesn’t help in share-ability because for that you have to improve the social buttons and that which are developed using JavaScript.

What is the Impact of AMP on SERP’s?
As we all know AMP is not a ranking factor. However, it is somehow connected to the primary ranking factor which is page load speed. An AMP page will load 4 times faster than a normal page and will consume 8 times less data than non-AMP pages. So, if you have a blog and you want to rank it higher here is the chance for you. As the AMP pages are mobile friendly and load faster your blog will have good reason to rank better in mobile search engine results. AMP pages get higher rankings than non-mobile friendly pages in Google SERP.
If we talk about the impact on SEO AMP will affect that regarding clicks, impressions, user experience, and speed. A one second delay in the page response can result in 7% reduction in the conversions. So, this AMP will help in increasing the conversions.

AMP and carousels:

One of AMP ‘s key strength is that it shows webpages on the Google Search Top Stories carousel. The carousel appears at the top of all searches as people browse for content on their mobile devices, prompting them to select this content first. It would inevitably catch the interest of the consumers and any web content with AMP will receive a substantial boost in CTR with the search keywords associated with the site.

AMP and Carousel


How AMP caches work?

The AMP cache is a cache of validated AMP documents which is a proxy based CDN (Content delivery network) which talks about how your webpage gets cached. These caches are designed to serve only valid AMP pages to be preloaded efficiently and safely. They use HTTPS serving only.

Presently there are 2 AMP cache providers:

  1. Google AMP Cache
  2. Bing AMP Cache

The text, all JS files and all images load from the same source when using the Google AMP Cache which uses HTTP 2.0 to optimize performance. Google AMP cache performs image and font optimization apart from AMP documents. This will prevent browser memory issues and low responsiveness of the site.


AMP Components:

There are many AMP components available to reduce the developer overhead in categories like media, layout of the website, advertising and analytics, dynamic content, etc. digial marketers can easily exploit these and create customize AMP pages. These components behave similar to regular HTML tags but always start with the “amp” prefix. There are 2 types of components; built in and extended.

  • amp-autocomplete
  • amp-bind
  • amp-carousel
  • amp-form
  • amp-ad
  • amp-list
  • amp-analytics


Benefits & Limitations of AMP
Everything in this world has its pros and cons so let’s talk about the pros first: –

  • It increases the discoverability by search engines.
  • Customer engagement is increased on the website.
  • Bounce rate decreases as the page is loading faster so chances of customer bouncing off decreases.
  • The traffic on the website increases which helps in generating more revenue.
  • For an Ecommerce website it’s a very useful thing as it can increase the conversion rate.Limitations: –
  • With the AMP you must use a streamlined version of CSS.
  • Only AMP JavaScript library is permitted which could cause lazy loading.
  • Forms are not allowed on AMP plugin pages.
  • For a better user experience custom font must be specially loaded.
  • To avoid unusual looking of images, the height and width of the images need to be specified.


In conclusion, incorporating AMP and upgrading your web page experience might in turn place you in Google’s favorite spot. For more info visit the official site of AMP project.