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What Is AMP? A Beginner’s Guide to AMP Pages & SEO


What Is AMP?

AMP (previously known as Accelerated Mobile Pages) is an open-source HTML framework that helps create fast-loading mobile-optimized webpages.

So, an AMP page is, essentially, a stripped-down version of a regular webpage.

Introduction to AMP

AMP, short for Accelerated Mobile Pages, is an open-source initiative that aims to make web pages load faster on mobile devices. It was launched by Google in 2015 and has since gained widespread adoption across the internet. The goal of AMP is to provide a lightning-fast browsing experience by simplifying the HTML structure of web pages and optimizing the delivery of content.

AMP pages are stripped down versions of regular web pages, designed to load quickly and efficiently on mobile devices. They use a restricted set of HTML, CSS, and JavaScript components that prioritize speed and performance. Through various optimizations and caching techniques, AMP pages are able to load almost instantaneously, providing users with a seamless browsing experience.

Why Use AMP?

  1. Improved User Experience: The primary benefit of using AMP is an enhanced user experience. With faster loading times, visitors are more likely to stay on your website, engage with your content, and convert into customers. Research has shown that users are more likely to abandon a website if it takes more than a few seconds to load, making speed a crucial factor in retaining and attracting users.
  2. Higher Visibility: In addition to improved user experience, AMP can also boost your website’s visibility on search engines. Google, in particular, has been placing increasing emphasis on mobile-first indexing, where websites optimized for mobile devices are given preferential treatment in search results. By implementing AMP, you gain a competitive advantage and increase your chances of appearing higher in search engine rankings.
  3. More Mobile Traffic: With the proliferation of smartphones and the growing trend of mobile browsing, it’s essential to optimize your website for mobile devices. AMP ensures that your web pages are responsive, load quickly, and offer a seamless user experience across a wide range of mobile devices. By catering to mobile users, you can tap into a larger audience and attract more traffic to your site.

How Does AMP Work?

To understand how AMP works, let’s break it down into its core components:


AMP HTML is a specialized version of HTML specifically designed for AMP pages. It enforces stricter rules and restrictions to ensure optimized performance. Some of the key features of AMP HTML include:

  • Limited and asynchronous JavaScript: Only a subset of JavaScript is allowed to prevent slow loading times. Additionally, JavaScript is loaded asynchronously to avoid blocking page rendering.
  • In-line CSS: AMP pages utilize in-line CSS to reduce the number of HTTP requests made, improving loading speed.
  • Pre-rendering and pre-fetching: AMP relies on lazy loading techniques to defer the loading of non-essential resources until they are needed, further enhancing performance.

2. AMP Cache

The AMP Cache is a content delivery network (CDN) provided by Google. It caches and serves AMP pages, ensuring lightning-fast delivery to users. When a user accesses an AMP page, the content is pulled from the AMP Cache, reducing latency and server load. The cached version of the page also benefits from other optimizations such as resource bundling and minification.

3. AMP Components

AMP components are ready-made building blocks that developers can use to build rich and interactive web pages. These components are specifically designed for performance and include features such as carousels, image sliders, and video players. By utilizing these components, developers can create engaging AMP pages without sacrificing speed and performance.

Implementing AMP

Implementing AMP on your website involves a few steps:

  1. Decide on the AMP pages: Identify the pages on your website that would benefit from being AMP-optimized. It’s typically recommended to start with the most critical pages or those that receive the most traffic.
  2. Create AMP HTML versions: Develop AMP versions of the chosen pages using the AMP HTML syntax and components. This may require modifying your existing HTML code or using AMP-compatible frameworks or plugins.
  3. Implement structured data: Structured data provides search engines with additional information about your content. Including structured data in your AMP pages can enhance their visibility in search results.
  4. Validate AMP pages: Use the official AMP validator tool to ensure that your AMP pages comply with the AMP HTML guidelines. Fix any errors or warnings that are flagged by the validator.
  5. Test and monitor: Test the performance of your AMP pages on various mobile devices and browsers to ensure they load as intended. Monitor their performance regularly and make any necessary optimizations or updates.


Now let’s explore the impact of AMP on SEO:

Page Speed and Mobile-Friendliness

Page speed has always been a ranking factor for search engines, and mobile-friendliness has become increasingly important with the rise of mobile browsing. By implementing AMP, you address both of these aspects, improving your chances of ranking higher in search engine results.

Higher Visibility in Search Results

Google displays AMP pages in a carousel-like format, appearing at the top of its search results pages. This prominent placement can significantly increase the visibility of your content and attract more clicks from users. Additionally, the lightning-fast loading times of AMP pages contribute to a positive user experience and may result in higher click-through rates.

google amp

Improved Server Performance

Since AMP pages are served through Google’s AMP Cache, the load on your server is significantly reduced. This can result in improved server performance and responsiveness, especially during high-traffic periods. By offloading the delivery of AMP pages to the AMP Cache, you can ensure a smoother user experience and reduce the risk of server overload.

Discoverability on Google News

If you publish news articles or content, implementing AMP can improve your chances of being featured in the “Top Stories” section of Google News. Google favors AMP-optimized pages for its news carousel, giving them better visibility and increasing the likelihood of attracting readers and driving traffic to your website.

Potential SEO Challenges

While AMP can provide numerous benefits for your website’s SEO, it’s essential to consider a few potential challenges:

  1. Limited Design Flexibility: AMP enforces strict design rules to ensure fast loading times, which may limit your ability to create unique and customized layouts. While AMP components offer some flexibility, elaborate design elements may not be feasible.
  2. Duplicate Content: Implementing AMP can result in two versions of each web page, the original version, and its AMP counterpart. To avoid duplicate content issues, proper canonicalization and hreflang tags should be implemented.
  3. Reduced Ad Revenue: Some publishers have reported a decrease in ad revenue after implementing AMP due to limited ad placements and restrictions on ad formats. It’s crucial to carefully consider the impact on monetization strategies before fully adopting AMP.

Create Your HTML AMP Page

Basic Code

To start, here’s the markup of a basic AMP page:

<!doctype html>
<html amp lang="en">
<meta charset="utf-8">
<script async src="https://cdn.ampproject.org/v0.js"></script>
<title>Hello, AMPs</title>
<link rel="canonical" 
<meta name="viewport" 
<style amp-boilerplate>body{-webkit-animation:-amp-start 8s 
steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s 
steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes 
<h1 id="hello">Hello AMPHTML World!</h1>


AMP (Accelerated Mobile Pages) provides website owners with a powerful tool for improving the speed, performance, and mobile-friendliness of their web pages. By implementing AMP, you can offer your users a seamless browsing experience, increase your website’s visibility in search results, and potentially drive more traffic to your site.

When implementing AMP, it’s essential to carefully consider the trade-offs, such as design limitations and potential impacts on ad revenue. Nonetheless, by following best practices and optimizing your AMP pages, you can reap the benefits of improved user experience and enhanced SEO.

Now that you have a beginner’s understanding of AMP, why not give it a try on your own website? Experiment with AMP on a few key pages and monitor the results.

If you haven’t already, it’s time to consider AMP for your website and unlock its potential to deliver a lightning-fast mobile browsing experience. The world of AMP awaits you!


Mohamed Aasik

Muhammad Aasik is the top-rated SEO Freelancer in Dubai, UAE. I am providing my services in digital marketing by doing SEO in Dubai.

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