We have all experienced that annoyance of waiting for a web page to load on our phones. Your website visitors feel it, too. Google notices when they bounce back to the search results instead of staying on your page. That’s the main reason why AMP pages got so popular.
In 2015, Google collaborated with other tech companies to develop Accelerated Mobile Pages (AMP) as a solution for improving mobile browsing speed. Remember when you would click a link but have to wait for ads before seeing the content? AMP solved that by removing the extra content and providing you with only what you wanted quickly. We’re talking almost instant loading, which keeps users happy.
You may wonder if AMP is still worthwhile now. Yes, it is. Regular mobile sites have improved, but AMP pages still load faster. Google continues to update its search algorithms to support speedy sites, and AMP helps pages achieve just that. To attract mobile traffic in 2025, understanding AMP is crucial for maintaining a strong search engine ranking.
In this guide, we’ll cover the basics of AMP and more advanced methods. You’ll see how to use AMP pages the right way, avoid common errors, and use them to assist your SEO. A fast page is good for users, and it’s also good for your business.
What are AMP Pages?
AMP pages, short for Accelerated Mobile Pages, are optimised versions of web pages for mobile devices. Google created them in 2015 to make browsing on phones better by making pages load faster and simpler.
AMP Vs Regular HTML
AMP pages use a simpler type of HTML, which means there are rules about what you can include. Some things, like forms or specific code from other sites, are limited. This ensures pages load quickly, but it also means you can’t have as many advanced features.
Regular HTML pages typically take longer to load as they require more resources. AMP pages are often served from Google’s AMP Cache, which loads content right away. Regular HTML pages offer more freedom but can be slower due to larger file sizes.
Pros and Cons for Website Owners
Pros
- Faster Speed: AMP pages load super fast. This can keep people on your site and lower bounce rates.
- SEO Boost (Historical): Google previously favoured AMP pages in mobile search results.
- Made for Mobile: AMP ensures your site looks great on phones.
Cons
- Fewer Features: You may need to eliminate forms, complex code, or specific design elements to achieve a simpler approach.
- Relies on Google: Your AMP page might be served from Google’s servers, which can affect your data and management.
- More Work: Maintaining and updating an AMP version of your site requires additional time and effort.
How to Set Up AMP on Your Website
Adding AMP pages to your site may seem daunting at first. However, once you get past the basics, it becomes easy. You can code from scratch or use a CMS plugin. Here are two ways to set up AMP on your site: doing it yourself or using a plugin.
Using CMS Plugins (WordPress, Joomla, Drupal)
If you use a content management system for your website, good news! Plugins are available to help you set up AMP pages without needing to code.
- WordPress: Google’s AMP plugin makes AMP versions of your posts by itself. You can also use other plugins, such as AMP for WP, to control design and add analytics.
- Joomla: Plugins like wbAMP help change Joomla articles into AMP format. These tools are easy to adjust and handle the technical stuff.
- Drupal: Modules like AMP and AMP Theme let you send AMP pages from your Drupal site. By adjusting the theme slightly, you can tailor the output to fit your brand.
AMP and SEO: What’s the Connection?
When Google first introduced AMP pages, they focused on how well your page displayed and functioned on mobile devices. Now, AMP isn’t a direct way to rank higher, but it still matters for speed, how people use your site, and behind-the-scenes SEO stuff. Let’s examine how AMP works in conjunction with key SEO elements and what to be aware of.
How AMP Changes SEO (Speed, Phone Ranking, Showing Up)
Speed is key for SEO, and AMP pages are specifically designed to load quickly. By removing unnecessary code, AMP enables your content to load quickly and efficiently. AMP itself doesn’t immediately lift your rankings, but faster load times can lower bounce rates and keep people on your site for longer. These things can help your SEO.
AMP was also a significant development for appearing on phones. It used to be at the top of Google’s Top Stories on phones. That’s no longer the case, but AMP’s focus on speed still aligns well with Google’s Core Web Vitals. Those metrics do change rankings.
So, AMP isn’t a quick way to get to the top of search results, but it helps with the things search engines care about.
Structured Data and Schema Parity
If you’re using structured data (and you should), make sure your AMP and regular pages have the same setup. This is called schema parity. If they don’t match, Google might not pay attention to the AMP version or get the wrong idea about your content.
AMP pages work with most types of structured data, such as articles, products, and breadcrumbs. When done correctly, this can help you achieve impressive results, such as featured snippets or product ratings. Just check your setup with Google’s Rich Results Test.
How AMP Can Help Your SEO
AMP pages were designed to be fast and easy to use on mobile devices, which is crucial for SEO. AMP might not directly improve your ranking now, but its technical benefits can help your search engine ranking. Here are three ways AMP can improve your website’s SEO.
Faster Page Loading
One of the key benefits of AMP pages is their speed. By removing unnecessary code and simplifying the page, AMP ensures that your content loads almost instantly on phones. Faster pages make people leave your site less often and keep them engaged, which signals to search engines that your site is of high quality.
If your website takes even a couple of seconds to load, people might leave. AMP helps you keep users on your site and improve its performance.
Better Mobile Experience
AMP pages automatically adjust to fit any screen size. Since Google prioritises the phone version of your site, your site must function well on mobile devices. AMP fixes problems like things moving around on the page, images not resizing correctly, and slow loading, which makes using your site easier.
If your website is easy to use on phones, people will trust it and spend more time on it. This can make your ranking better over time.
Easier for Search Engines to Crawl
The simple structure of AMP helps search engines quickly find and understand your content. AMP pages don’t have a lot of complicated code, so Google can focus on the actual content instead of wasting time on slow scripts or broken parts of the page.
If search engines can crawl your site easily, your content will be found more quickly and accurately. This is especially useful for news sites or blogs that are updated often.
Conclusion
Getting started with AMP pages may seem tricky, but they’re worth considering if you want a quicker, mobile-friendly website. AMP can significantly improve the speed at which your pages load, enhance the user experience, and support your SEO efforts. It’s a good move, particularly if many of your visitors use mobile devices, such as phones or tablets.
