Google’s AMP: The Complete Guide to Accelerated Mobile Pages

Are you wondering, “What is Google’s AMP?” or “What are Accelerated Mobile Pages?” Then you’ve come to the right place.

Did you know that nearly 60% of online searches are done using mobile phones? No wonder Google has responded by launching The AMP Project. AMP stands for Accelerated Mobile Pages – a framework that enables online publishers to build web pages that load quickly on mobile devices, without compromising on user experience. Let’s look at how Google’s Accelerated Mobile Pages can help marketers drive more visitors to their website and improve conversions. Check out the Google AMP Demo and examples below to quickly understand what it looks like and how your business can benefit from Google AMP Pages.


What is Google’s AMP?

AMP framework enables you to create web pages that load instantaneously, by removing dynamic content (such as Javascript) from the page. AMP HTML is basically a stripped down version of your HTML pages that load quickly on mobile phones. Google’s AMP project is meant for text-based pages such as news articles and blog posts that people usually read on mobile phones and don’t need to have any fancy animation of heavy-duty processing.

Google launched Accelerated Mobile Pages in order to improve the user experience of mobile searches all over the world. Typically, when a mobile user clicks on a Google search result, many of the pages would load slowly on their mobile devices and this would spoil their user experience. Google’s AMP was built to fix this problem.

Google has partnered with many online publishers like Washington Post and BuzzFeed to test AMP project on their content. It’s also created a carousel called “Top stories” to prioritize articles & web pages built with AMP, in its search results.

Here’s an example of what an AMP-based news article looks like, when you click on it in Google search results.

google's amp example

You must have noticed that these articles appear with a lightning bolt icon, indicating that they been built using AMP Project.

Similarly, even AMP-based web pages are shown in Google Search results, with a lightning bolt icon.

google's amp demo

Let’s see how Google’s AMP impacts search engine optimization, especially mobile search.


Why is Google’s AMP important?

Why should you use Google’s AMP project for your web pages? The most important benefit of using Accelerated Mobile Pages is that it provides an amazing user experience on mobile devices. On an average, an AMP optimized web page loads in just 0.7 seconds, compared to 22 seconds for a normal web page.

When users get the information they’re looking for so fast, they’re less likely to leave your website. Did you know that more than 50% of visitors abandon your website for good, if it takes more than 15 seconds to load? According to Google, 29% of mobile visitors leave your website if it loads very slowly, or if they’re unable to find the information they’re looking for.

AMP provides an amazing way for publishers and bloggers to attract and retain visitors to their blogs and landing pages.

So if you’ve already optimized your website for mobile devices, the next step is to optimize your content for Google mobile search.

Perhaps the most important benefit of AMP to a marketer is that AMP based web pages get better visibility. Your AMP optimized web pages will be displayed in a special carousel called “Top Stories” above the usual search results. Also, the lightning bolt icons indicates that your web pages load fast, which in turn will drive more clicks.


How does Google’s AMP affect SEO?

Improving search engine ranking is the single most important objective of any SEO marketing campaign. The first position in Google search results gets a 31% click-through rate while the second position gets only 19% clickthroughs.

Now, Page load speed is one of the most important SEO Ranking Factors for Websites. According to Google’s Senior Director of New & Social Products, Richard Gingras, “If we had two articles that from a signaling perspective scored the same in all other characteristics but for speed, then yes we will give an emphasis to the one with speed because that is what users find compelling”.

So AMP optimized pages are most likely to rank better than usual web pages, everything else being equal. Also, AMP optimized pages are displayed in a special carousel above the first result, like Ranking #0 for answers.

It’s important to note that AMP is not a direct SEO ranking signal and sites that implement AMP will not immediately see a bump in ranking. AMP HTML code is just like other on-page SEO techniques like keywords, alt tags and headings, that enable you to improve search engine ranking.

The main reason why AMP works is that it improves page load speed tremendously, which in turn is an SEO ranking factor for Google. Also, if users spend more time on your website because it loads quickly, then it would signal Google that your content is relevant & useful to users, thereby increasing your ranking.


Check out our list of off-page SEO techniques to rank your website higher.


How to Use Google’s AMP?

In order to implement Google’s AMP project on your website, you’ll need to build separate versions of AMP-optimized web pages for mobile. Why do you need to create separate web pages? AMP removes any Javascript to speed up page load time on mobiles, so it may not look great for desktop users, even though it provides an awesome user experience on mobiles.

Since your AMP-based pages are basically clones of your actual web pages, it’s recommended that use canonical tags to avoid being penalized by Google for duplicate content.

Google’s AMP project website provides a step-by-step tutorial and tons of examples to help you get started.

Also, here’s a simple video of Google’s AMP Project works:


Learn how to create keyword rich SEO optimized Title Tags for your AMP Pages.



Google’s AMP is a great initiative to improve mobile user experience. From a marketing point of view, if your website is a news magazine, blog or other online publication that mostly contains only text & images, then you should definitely create Google AMP Pages for your website. This will not only improve your website’s search engine rankings but also display it in the coveted “Top Stories” box above the first search result.


Have you used Google’s Accelerated Mobile Pages for your website? What do you think?