Accelerated Mobile Pages What you need to know about Google AMP


AMP (Accelerated Mobile Pages) is an initiative by Google to further improve the user experience on mobile devices. AMP is a specific markup in the HTML5 source code that focuses on very fast loading times for websites on mobile devices. Due to 3G or 4G network connections, content is generally slower to load on mobile devices than on the desktop. AMP pages are designed for mobile use only and therefore do not work on desktop devices.

The goal of Google’s AMP project is to make mobile pages load faster. If the mobile pages load faster, more articles can be read in the same time and the bounce rate decreases due to slower loading times.

EXTRA: How to optimize your mobile website

AMP is currently only supported by Google. The fast loading times are not related to Bing, Yahoo or other search engines.

Why was AMP developed?

The AMP project is urgently needed as mobile use is overtaking desktop search in many countries. In order to ensure the user-friendliness and the loading times of the pages as desktop versions, a new solution was needed to improve the page speed.

For #UK #fintech sites, traffic analytics reveals that the #mobile share of #traffic from all sources dominates that of #desktop by a substantial margin, driving 77% of traffic compared to 23% from desktop.

Dive in:

– SEMrush (@semrush) October 3, 2018

3 disadvantages of using AMP

AMP also has some drawbacks to be aware of.

1. Google has the upper hand

Since this is a Google initiative, Google still has a lot of access to the pages. The best example of this is the fact that the AMP pages are loaded on Google servers and are therefore very search engine dependent. So your traffic here is dependent on Google.

2. JavaScript elements do not work

Another disadvantage of AMP is that interactive JavaScript elements do not work in AMP. Website tracking, which is essential to making good data-driven decisions, is becoming increasingly complex. While it is perfectly possible to run most analytics tracks, there are some technical steps to keep in mind. Plug-and-play is also not possible.

3. Time and resources

Switching to an AMP optimized website takes time and of course it needs the right people or CMS systems to work with it. Translating an entire website into AMP will take some time and effort until everything is set up optimally.

How can AMP be used?

Most standard CMS systems such as Magento or WordPress have plugins to make optimization on AMP pages relatively easy. If there is no CMS system with AMP plugins in place, the page can also be updated by manually changing the source code of each page.

Since AMP is an HTML5 language, you can make your pages AMP safe by adding additional markup. The best way to do this is to follow the AMP project at There you will find all the relevant markup codes.

There are other practical guides and templates on the internet to help you implement Accelerated Mobile Pages. For example also at:

In summary, AMP is a promising project that is spreading more and more. If you convert your pages to AMP, you are definitely gaining a competitive advantage. Still, it is desirable that AMP sites become more popular and plug-and-play.

Bart Van Nieuwenhuyse has no position in any of the stocks mentioned. We have translated it for you so that we can exchange ideas with our readers on relevant topics!

Leave a Reply

Your email address will not be published.