What is Google AMP?

July 16, 2020

AMP (originally Accelerated Mobile Pages) was announced on October 7th, 2015 as a way to improve the performance of web pages on mobile phones.

It’s an open source HTML framework that features many performance best practices. Its main attribute is allowing pages to be cached and served by third party CDNs, like those from Google, Bing, Firefox, and Cloudflare.

Best Mobile Performance Possible

First released to improve mobile performance, it has now grown in popularity for webmasters that want the best performance for all users, including desktop. AMP is essentially cheating in order to do the impossible, instantly load pages for users.

AMP Developer Constraints

Its strict rules on CSS and JavaScript can feel limiting to developers at first. Once you get acclimated to working in the environment, you’ll notice many benefits.

The Benefits of AMP

From an SEO perspective, we’ve seen AMP pages out perform their non-AMP versions. This is most noticeable on slow platforms or frameworks (like Squarespace, that is typically slow.. but has AMP versions that can typically be enabled in a single click).

We’ve also seen a high correlation between AMP pages and Google Discover traffic.

Outside of those important metrics, users love loading AMP pages. There is nothing worse than being on a train or in a city with limited bandwidth and not being able to load simple websites.

When I travel, I always find myself visiting sites that I know have AMP enabled in order to have a decent web experience.