SEO & Web Service

Let’s Talk About AMP In Bit Details

Before discussing anything about their impact on your SEO strategy, let’s try to understand what exactly are Google AMPs(Accelerated Mobile Pages). Let me tell you that Google AMPs are nothing but Accelerated Mobile Pages, which were introduced by the company back in October 2015 with an intention to enhance the efficiency of the mobile web. In layman’s terms, AMP is the best technique to develop mobile web pages as far as static content is concerned that renders quickly. Please make a note that AMP is different from responsive web design which is well written here.

The concept of AMP is quite similar to Facebook Instant Articles and it includes three parts which are AMP HTML, AMP JS, and Google AMP Cache.

AMP Pages

Let’s Talk About AMP In Bit Details

The open-source Accelerated Mobile Pages framework is nothing but an alteration of old HTML in order to get rid of unwanted elements on a web page which are accountable for hampering or diminishing the performance of a page on mobile devices.

That means if you eliminate JavaScript, AMP HTML, third party scripts, unwanted advertisements, and unnecessary content as well as code you will notice a 15 to 85 percent increase in page loading time.

Here’s A Brief Description Of AMP HTML, AMP JS, And Google AMP Cache


If you want to build a more productive content and improve page performance you need to have a sufficient knowledge of AMP HTML. It is nothing but HTML with some sort of limitations that help in enhancing performance and extensions which assist in developing high-end content. In short, AMP HTML include custom AMP properties which are important for improving the quality of your website.


AMP JS library is highly important for the spontaneous rendering of AMP HTML pages. It puts into effect all the crucial AMP practices in order to govern resource loading and offers custom tags for the speedy rendering of the page. Considering the fact that it helps in making everything asynchronous that is associated with external resources, there remains nothing that can create obstacles when it comes to rendering AMP HTML pages.

Apart from that other best performance practices include sandboxing, the pre-calculation of page elements’ layout and making slow CSS selectors inactive.

Google AMP Cache

When you talk about delivering all the significant AMP documents you cannot forget to mention the Google AMP Cache. This proxy-based content delivery system delivers, caches and enhances the performance of AMP HTML pages automatically. In order to bring high-level of efficiency, things like the JS files, documents and different type of images are loaded with the assistance of  HTTP 2.0 from the same origin.

Here’s How AMP Can Have An Impact On Your SEO Strategy 

You must be surprised to hear that by now more than 150 million websites have created Accelerated Mobile Page versions. Earlier the AMP feature was limited to pages as well as articles that fall within the “Top Stories” of Google search results. However, things are changing in a big way now as Google is looking forward to showing AMP links in mobile search results.

That means all the AMP pages will now be displayed in its search results along with an AMP lightning bolt. The company is looking forward to developers’ as well as publishers’ feedback. This step by Google will bring a lot of difference in terms of how the company manages mobile experiences.

Recently Google has announced that it will be coming up with the full organic rollout of AMPs shortly. That means in future whatever you will search in Google, you will see search results that contain AMP lightning bolt. They contain the most relevant information associated with your search.

AMP’s Effect On Search Rankings

There is no denying the fact that Google loves those sites which offer great user experiences on mobile devices. Now considering the fact that this particular feature provides tremendous advantages to mobile users it kind of becomes clear that AMP pages will surely get some sort of ranking improvement, at least on mobile devices.

However, it has been clarified by Google that AMP feature hasn’t been designed by the company with search rankings in mind. On top of that, the company also announced that even though you have an AMP-enabled version of the site it cannot bring any sort of SEO advantages to it.

Is It Feasible To Develop AMP Pages For Your Site?

I think it is always better to create an AMP page for your website because it’s importance is way beyond organic search rankings. The best part of doing so is it improves user experience and site performance. Most of the times visitors make an exit from your website just because its performance is too low. However, if you have a site that loads fast, it will definitely enhance user experience and won’t end up exiting from it. AMP is an excellent technique to improve the performance of your website. Just because visitors will love to visit your website it will automatically increase the traffic.

The above discussion makes it clear that Google AMP is still in its infancy hence, as of now it’s quite difficult to predict its benefits.

About the Author:

Krysta Jackson is a writer, who writes enriching posts on emerging technologies. Apart from writing informative posts on latest web technologies, other leading technology blogging platform, she also writes largely on fashion, health, lifestyle and travel.

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