Accelerated Mobile Pages (AMP)

What is Accelerated Mobile Pages (AMP)?

Accelerated Mobile Pages (AMP) is an open-source framework designed to make web pages load faster on mobile devices. Initially developed by Google, the project aims to improve the performance of the mobile web, ensuring that pages load instantly and provide a smooth, engaging user experience. AMP achieves this by simplifying HTML, streamlining CSS rules, and limiting the use of JavaScript, allowing pages to be served more quickly than traditional mobile pages.

How AMP Works

AMP consists of three core components:

  1. AMP HTML: A subset of HTML, this component includes specific AMP properties and custom tags designed for fast loading times.
  2. AMP JavaScript (JS): This library manages resource handling and asynchronous loading. It ensures that all external resources are loaded non-blockingly and that only efficient operations are executed.
  3. AMP Cache: A proxy-based content delivery network (CDN) that caches AMP pages and serves them quickly to users. The cache validates each page to ensure it meets AMP’s performance standards, contributing to faster page load times.

Benefits of AMP

  • Faster Page Loading: AMP pages load significantly faster than non-AMP pages, providing an improved user experience.
  • Improved Search Engine Ranking: Speed is a ranking factor for Google’s search algorithm, and AMP pages often receive a boost in mobile search results.
  • Increased Engagement and Conversion Rates: The fast loading times of AMP pages can lead to higher engagement and conversion rates, as users are less likely to abandon pages that load quickly.

Types of AMP Pages

  • AMP Stories: Visual storytelling formats designed for mobile that load quickly and provide a full-screen immersive experience.
  • AMP Ads: Faster, lighter, and more secure ad experiences that improve the performance of ads on the AMP pages.
  • AMP Emails: Interactive and dynamic email experiences that allow users to engage with content directly within their email client.

Examples of AMP Implementation

  1. News Websites: Many news publishers use AMP to deliver news stories quickly to users on mobile devices.
  2. E-commerce Sites: E-commerce platforms implement AMP for product pages to reduce bounce rates and improve sales.
  3. Email Marketing: Businesses use AMP for email to create interactive and engaging email campaigns that drive higher engagement.


Accelerated Mobile Pages (AMP) represents a significant step forward in optimizing the mobile web for speed and user experience. By leveraging AMP, developers and content creators can ensure their sites and ads load quickly, improving visibility, engagement, and potentially, conversions. Despite some criticism regarding its implementation and control by Google, AMP continues to be a popular choice for many looking to enhance their mobile web presence.

Nedim Mehic

Nedim is a senior technical SEO specialist, and the co-founder of Beki AI. On the Beki AI blog, we share new and innovative strategies to SEO and content marketing.

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