AMP is a technology that enables the creation of web pages that load fast and display optimally on mobile devices. Accelerated Mobile Pages (AMP) is an open framework designed to speed up web page loading on mobile. This approach uses various techniques to simplify content so pages load as quickly as possible. In this article, we’ll look at how AMP works, how to implement it, and how it affects SEO and the mobile user experience.
What is AMP?
Accelerated Mobile Pages (AMP) is a technology developed by Google to build extremely fast web pages optimized for mobile devices. It arose as a response to slow‑loading standard sites packed with complex scripts, ads, or other performance‑draining elements. AMP minimizes these elements and uses simplified code, allowing content to load almost instantly.
AMP uses a special version of HTML (AMP HTML), optimized CSS, and limited JavaScript. Pages built with AMP are also cached by Google (AMP Cache), which speeds loading even further. This speed is crucial not only for user comfort but also for search engines.
Benefits of fast page loading
- Better user experience – faster loading means less waiting, improving satisfaction and reducing the chance users bounce. Instant content display is especially important for news, blogs, or online stores where decisions are made in seconds.
- Higher rankings in search – Google favors fast pages, and AMP can help improve position in search results. AMP pages often appear in special sections, such as the „Top Stories“ carousel, increasing visibility.
- Lower bounce rate – slow pages increase the risk users leave before content loads. The speed of AMP pages minimizes this, leading to longer time on site and higher engagement.
- Greater content reach – AMP pages benefit not only from speed but also distribution. Google often prioritizes them in services like Google News or mobile search, which can drive more traffic and a broader audience.
Thanks to these qualities, AMP is widely used on news portals, blogs, e‑shops, and company sites where speed and user comfort are priorities.
Core principles and limitations of AMP
AMP works by simplifying code and limiting certain common web elements to ensure faster loading and better performance. As a result, pages are lightweight, mobile‑optimized, and available to users immediately. To achieve this efficiency, AMP defines strict rules for HTML, CSS, and JavaScript that developers must follow.
Simplified HTML, CSS, and JavaScript
- AMP HTML – AMP uses a modified version of HTML with strict constraints. Some common HTML tags are replaced with special AMP components, for example <amp-img> instead of <img> or <amp-video> instead of <video>.
- AMP CSS – styles must be inlined. Some advanced styles—such as complex animations or custom fonts—aren’t supported to preserve rendering speed.
- AMP JavaScript – AMP disallows custom JavaScript, meaning developers can’t use typical interactive elements. Instead, AMP offers predefined components like <amp-carousel> for galleries or <amp-accordion> for collapsible sections.
Restrictions and rules for AMP pages
- Asynchronous loading – AMP loads all resources independently, so the page doesn’t render sequentially. Elements are displayed as quickly as possible all at once.
- Strict resource sizing – images and videos must have predefined dimensions so the page doesn’t need to reflow during loading.
- Limits on external scripts and ads – AMP prevents third parties from degrading load speed, so ads and analytics are allowed only in certain AMP‑supported formats.
These rules make AMP pages extremely fast and efficient, but they also limit some advanced features of standard websites, such as complex interactivity or personalized scripts. Developers need to consider whether AMP suits their project or whether they need more freedom in design and functionality.
How to successfully create an AMP page
Creating an AMP page requires following specific rules that ensure fast loading and mobile optimization. A page must include certain mandatory elements that distinguish it from regular HTML and allow proper handling within the AMP ecosystem.
Basic structure of an AMP page
It’s important to declare that the page is AMP, set proper mobile viewport settings, and link to the original version (if it exists). It must also include the AMP library, which ensures correct functionality and fast loading.
For an AMP page to work correctly, use the adapted HTML elements, such as special images, videos, or forms. For example, standard images are replaced with an optimized version that loads more efficiently without causing slowdowns.
Main rules for AMP code
- Optimized media – AMP doesn’t support standard HTML tags for images and videos; it requires special AMP elements that are faster and more efficient.
- Limited CSS – styles must be inlined and may not exceed 75 KB to maintain speed.
- No custom JavaScript – AMP forbids typical interactive scripts, so dynamic elements must use AMP components.
Validating an AMP page
Every AMP page must pass validation to ensure correct display in search. Tools like AMP Validator or Google AMP Test help with this. If a page contains errors, it might not be included in AMP search results, reducing visibility.
A properly built AMP page is fast, optimized, and well indexed, providing a better user experience and higher traffic.
AMP and SEO: impact on search
AMP can significantly affect a website’s visibility in search engines, especially Google. Pages that meet AMP standards often rank better because Google prefers fast, optimized sites. AMP also allows appearance in the TOP Stories carousel, which boosts click‑through rate and traffic.
How does AMP affect indexing and visibility?
- Load speed – Google prefers pages that load instantly without delay. AMP ensures snappy response, helping reduce immediate bounce.
- AMP cache – Google stores AMP versions in its cache, so pages load almost instantly directly from search results without contacting the origin server.
Measuring AMP performance
To see whether AMP truly helps your site, track key performance metrics. Several tools can help.
- Google Search Console – shows how AMP pages are indexed and whether they contain errors.
- Google Analytics – tracks traffic, time on page, and bounce rate.
- PageSpeed Insights – reports AMP loading speed and suggestions for improvement.
With AMP, sites can achieve better search positions, faster speed, and improved user comfort while reducing server load—leading to more efficient content management.
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