What are Accelerated Mobile Pages (AMP) and its uses?

What are Accelerated Mobile Pages (AMP) and its uses? | | Cyberinitiation


Accelerated Mobile Pages (AMP) was created by Google. It is an open-source HTML framework developed by the AMP Open Source Project and was launched on October 7, 2016. This is similar to Facebook Instant Articles and Apple News. It is optimized only for mobile web browsing and helps webpages to load faster. Many technology companies were in collaboration for the AMP Project.   

AMP pages are available for download and may be viewed in most modern browsers. Any company or individual can create products or features that work on AMP pages as long as they follow the AMP Project’s guidelines. According to Google, AMP sites provided in Google search take less than one second to load and consume ten times less data than non-AMP pages. Supporters of the AMP Project believe that AMP is the result of a collaboration between publishers and technology companies and that it is meant to work on the web rather than proprietary mobile apps. 

Accelerated Mobile Pages Framework:                                               

An Accelerated Mobile Pages Framework consists of the following components:

  • AMP JavaScript
  • AMP Caches Web Stories:

Web stories are a tap-through method for providing news and information to mobile users. It was earlier called AMP stories.

Accelerated Mobile Pages Email:

Senders can use AMP for an email to incorporate AMP components in their emails. The AMP email format includes a subset of the AMP HTML components that may be used in emails.

Accelerated Mobile Pages Ads:

Ads that use AMP load as quickly as the content, enhancing viewability and driving engagement. AMP ads are only served after they have been verified, ensuring that they are malware-free.

When to use Accelerated Mobile Pages?

  • When mobile devices account for the majority (or all) of your traffic.
  • When the time it takes for your page to load is too long.
  • When you’re looking to reduce your bounce rate.
  • When you’re spending a lot of money on promoted ads.
  • When your page experience and Quality Score are also too poor.

Advantages of Accelerated Mobile Pages:

• Website loading time:

The AMP Project was created to assist developers in creating quick, static-contented smartphone sites. For better functionality and speed, Accelerated Mobile Pages removes all non-essential parts. As a result, Google can quickly pre-render and load Web pages. 

AMPs are extremely quick, allowing consumers to enjoy websites without becoming frustrated. There’s a better likelihood that AMPs will attract more visitors. It will take less time for your pages to load using AMP, and they will load more accurately. In general, AMP compresses web pages and saves them in Google’s CDN, resulting in much faster load times.

• Mobile ranking:

Users on a fast-loading site are more likely to subscribe to a mailing list or purchase a product if they are satisfied. Since AMP improves page loading speed, it’s obvious that AMP pages will receive higher rankings than non-AMP pages.

Mobile-friendly websites are rewarded with higher rankings in organic mobile search results, and pages created using AMP are expected to rank higher than non-AMP pages in mobile search results. As a result, AMP has a beneficial impact on user ranking by making pages load faster. It may possibly have a greater impact on SERPs in the future.

• Server Responses:

The web framework not only improves user efficiency but also helps to improve server speed by lowering server load. If your site receives a lot of mobile traffic, AMP can help you reduce server load and improve performance.

Pre-fetching of AMP content decreases the strain on your servers. As previously indicated, this aids in optimizing server replies and reducing load times.

• Click-Through Rates(CTR):

With AMP, you can create a website that is stable, user-friendly, and available across all browsers. As a result, you’ll be able to obtain more clicks, generate more income, and generate a good ROI. It will increase the CTR.

• Ad Viewing:

AMP provides a wide range of ad networks in a welcoming atmosphere. A faster-loading ad experience is one of AMP’s key goals. Ads that load quickly have a better chance of being seen, and ad messaging can reach its full potential. As a result, the overall efficacy and income of each ad rise.  

Disadvantages of Accelerated Mobile Pages:

• Ad Revenue:

Ads are officially supported by the AMP Project, but getting them to work on AMP pages isn’t easy. This suggests that there is still a limited amount of revenue possibilities. Your AMP page will not generate a lot of ad money because it removes all of the unnecessary elements from the website, as well as significant advertising.

• Implementation:

While the AMP Project Guidelines are intended to be user-friendly, conflicting content and frequent template revisions might make them difficult to understand. Although certain content management systems (CMSs), such as WordPress, include AMP integration features, they frequently conflict with other SEO tools like Yoast. As a result, AMP is currently difficult to deploy.

• Analytics:

The most important thing to remember is that your AMP page will not be identical to your original page. Because AMP supports Google Analytics through various tags, it takes a lot of time and effort to place these tags in order to collect and analyze data. Special resources and efforts are required for tracking, which may take time and are not instantly available.

• Subscribers:

Email popups and opt-in forms will not appear on AMP pages, nor will any sidebar widgets, positioned social sharing buttons, or posts. In the process, one may also lose email subscribers and leads.


  • Publishers have complete control over their AMP pages.
  • For Google Search results, AMP is not a ranking factor.
  • AMP is an open project where many people are working together.
  • Google is committed to a thriving and healthy open web.


People are increasingly using their devices to browse, gather information, and even shop on the internet. As a result, creating websites that can readily grow across various smart devices has become a must. This is where an AMP comes in, promising a wonderful user experience while also increasing internet visibility.

You can utilize AMP for a better user experience, but you’ll lose out on other capabilities like lead generation, related advertisements, widgets, and so on. Without AMP, one should use WPTouch plugins or responsive themes to ensure that the website is mobile-friendly.

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