What exactly are Google accelerated mobile pages (AMP)? Please, slow down a little as we will answer that question in just a moment. When users access content from your mobile website, do the pages load instantly? If it takes more than a few seconds for your mobile pages to load, your website users will abandon your site, increasing bounce rates.

Moreover, with more than half of all website traffic generated through mobile devices, a slow-loading mobile page would hurt user experience. It will also negatively impact traffic volume and search engine rankings.

Mobile page speed has been a high priority for many webmasters since Google released a significant update to its search algorithm. It marks the beginning of a new mobile-first search indexing strategy.

The update has left many companies scrambling for an effective mobile solution that will allow them to retain their SERP rankings post-update. The company designed the Google accelerated mobile pages (AMP) project for just that.

If your site takes more than a few seconds for your mobile pages to load, your website users will abandon your site, increasing bounce rates. Click To Tweet

So then;

What is Accelerated Mobile Page (AMP)?

Google designed amp pages as an open-source development framework aimed at providing a better and faster mobile web experience.

The developers created Google AMP pages to ensure a consistent standard among web pages. It will help to optimize content for any mobile device. Furthermore, the design team wants Google accelerated mobile pages to use a simplified web page format for mobile devices.

These tactics enable websites to load dramatically faster than the average HTML sites. Understandably then, AMP pages open almost instantly. Here is a sample screenshot of an AMP page from The Guardian.

The guardian

Image via The Guardian

Hence, if you were to visit this page from your browser, you will notice the page design is simple. It lacks any advanced scripts, navigation, or widgets. Currently, Google, Twitter, LinkedIn, Reddit, and Pinterest are among the high-profile companies using Google accelerated mobile pages.

In 2016, Google officially integrated AMP pages into its mobile search results. By early 2018, Google began pushing to add the accelerated mobile page technology framework to web standards. But the question you might want to ask is;

Mobile page speed has been a high priority for many webmasters since Google released a significant update to its search algorithm. Click To Tweet

Is Google Accelerated Mobile Pages Right for Your Mobile Website?

Many websites are successfully using AMP pages to speed up their mobile version websites. The approach has vastly improved the website user experience. However, it may not always be the right fit for hosting your amp pages. Why? The several things you should consider before making the switch.

Websites using Google accelerated mobile pages are enjoying the following benefits:

  • Faster page load time (almost instantly)
  • Lower bounce rates
  • Increased mobile web traffic, and
  • Higher mobile search rankings.

However, there are some challenges to consider, as well. These include:

  • The inability to add certain features or widgets
  • Analytic platform restrictions (although Google Analytics is accepted)
  • A complicated process for inserting ads on your pages, and
  • Difficulties to switch back from AMP.

Consequently, before implementing accelerated mobile pages, make sure you understand the implications of using this framework for your mobile pages.

Considerations for Implementing Google Accelerated Mobile Pages

1: Google AMP Improves Page Speed and Search Rankings

While AMP pages are not an explicit factor in search rankings, Google’s update does prioritize web pages with minimal load times. As a result, improving mobile page speed may show an improvement for a website’s overall rankings in mobile searches.

Accelerated mobile pages consist of modified HTML, JavaScript, and cache libraries, which decreases the load time for mobile pages. It works well even if the site contains video, audio, infographics, or PDF documents.

Also, lighter coding enables you to store content within Google AMP Cache. The cache version enables content to be preloaded and instantly delivered to users. Faster-loading websites are not only better for the user experience and SEO, but speed can also impact your business’s bottom line.

For example, Google-sponsored research shows an average of 2x increase in time spent on a page. The increment has led e-commerce sites to increase sales by 20%. In another industry survey, the majority of users indicated that they were more inclined to click on an AMP page link.

Thus, many businesses have seen positive results while using Google accelerated mobile pages, including Zitmaxx Wonen. The furniture retailer giant reduced its typical load time to three seconds. And conversion rates rose to more than 50%.

Overall revenue from the mobile site also increased by 99%. In addition, Pinterest rebuilt its pages to enhance performance. What was the result?

  • Pinterest saw a 40% decrease in wait time
  • 15% increase in SEO traffic, and
  • Conversion rate rose by 15% as well
Google designed amp pages as an open-source development framework aimed at providing a better and faster mobile web experience. Click To Tweet

google accelerated mobile pages

2: Accelerated Mobile Pages Improves server performance

AMP strips away components that are available in standard HTML and JavaScript coding. It thereby enables faster loading speed and improving server performance. Further, Google accelerated mobile pages framework is made up of three parts:

  1. AMP HTML: Amp Html allows a leaner version of regular HTML with only certain tags. HTML elements such as forms are not allowed and are required to use a streamlined CSS.
  2. AMP JS: AMP restricts the use of JavaScript to AMP-approved scripts. Instead, AMP pages provide a library of components that are easy to apply. These elements enable you to create animations, load dynamic content and modify the layout.
  3. AMP CDN: Also known as AMP Cache, the proxy-based content delivery network (CDN) caches AMP content for fast delivery. AMP CDN caches all valid AMP content.
The AMP update has left many companies scrambling for an effective mobile solution that will allow them to retain their SERP rankings. Click To Tweet

3: Google AMP Pages Stylizing Are Limited

    Accelerated mobile pages limit certain web design elements that are available to developers to ensure optimal website performance. The following touches on some of these established limitations.

    Cascading Style Sheets (CSS) is used to style web pages written in a markup language, including font, color, spacing, formatting, and layout. However, since the goal of AMP mobile pages is to create a uniform style for all websites, CSS is still essential. Nevertheless, some functionalities are removed to improve the loading speed.

    These CSS limitations include:

    • Inline Style Attributes: Styles must be indicated in the header of the page using a custom AMP tag.
    • Important: Google AMP pages must be able to enforce its sizing regulations on a webpage. But usage of this is not allowed
    • <link rel=“stylesheet”>: The <linkrel=” stylesheet”> is against their policy, but custom fonts are allowed
    • * (universal selector): The global selector is banned as it can evade other selector restrictions.
    • : not(): This feature can be used to imitate selectors.
    • Pseudo-Selectors: Tag names cannot start with amp-.
    • -amp- and -i-amp- tag names:  The -amp- and -i-amp ta names is for internal use only.
    • Behavior, -Moz- binding: Google AMP does not support this component.

    HTML tags — The Html tags are limited to a set of tags specific to the accelerated mobile pages framework, which creates some restrictions on HTML options. Examples of code restrictions include:

    1. Frame
    2. Embed, and
    3. Object.
    Is Google Accelerated Mobile Pages Right for Your Mobile Website? Click To Tweet

    Still On AMP Pages Stylizing

    JavaScript — JavaScripts are used to create interactive elements such as quizzes, polls, and lightboxes. Nonetheless, in AMP pages, JavaScript is severely limited and does not allow custom or third-party code, JavaScript ads, or JavaScript analytics packages.

    Due to the restrictions that AMP pages place on JavaScript, you may want to consider if your site will require any functionality that relies heavily on a JavaScript code. Thus, in the following examples, you can see that these marketers are using a live chat box within their mobile site.



    Have a look at this visual as well.

    Google Accelerated Mobile Pages: 7 Tips to Consider before Making the Jump

    Implementing live chat boxes is accomplished using JavaScrip. This process is an excellent example of when the AMP pages framework may not be the best choice for your website.

    Accelerated mobile pages limit certain web design elements that are available to developers to ensure optimal website performance. Click To Tweet

    4: Google AMP Pages Use a Plugin for a CMS Such as WordPress

    The ease of incorporating AMP pages on your website will vary depending on your content management system (CMS). It will also differ whether or not you elect to include a plugin to assist with the implementation. Plugins are easy to install and can quickly integrate into your site design to ensure accelerated mobile pages compatibility.

    For instance, WordPress is the most widely used CMS in the market, and there are several plugins available to install. First, you need to install the base WordPress AMP plugin, which will allow your posts to be AMP-compatible. Once you have the AMP plugin installed, you can layer on additional plugins to gain greater functionality.

    5: WordPress Google AMP Page Plugin Can Conflict With Existing Plugins

    The base WordPress AMP page plugin provides basic features and ensures your posts are all AMP-compatible. However, if your site uses other plugins for additional operational capabilities, conflicts between plugins can occur.

    Generally, the plugin provider will work to find solutions to the conflicts, but this process can take some time. In some cases, you may need to remove the conflicting plugin and find an alternative. Be sure to research cross-plugin compatibility before installing any new plugins.

    accelerated mobile pages

    6: Google Accelerated Mobile Pages (AMP) Can Create Duplicate Content Issues

    With Google accelerated mobile pages, you need to maintain at least two versions of each page—the AMP version and the original. These pages have the same content, but the layout is different. And the pages are displayed according to the device used to access them, respectively.

    The Google AMP versions are delivered to the user from the Google Accelerated Mobile Pages cache and have a different URL. That is how duplicate content issues arise. Ideally, these two pages will have similar content, except the user accesses the same content faster and with better user experience when accessing the AMP version.

    The cause of duplicate content is because the search engine is not sure which URL to show. This outcome can lead to SEO issues with users linking to the wrong page.

    The ease of incorporating AMP pages on your website will vary depending on your content management system (CMS). Click To Tweet

    7: You Can Apply Responsive Page Elements Within Google AMP Pages

    Responsive website design is a method of creating web pages which are fluid, respond to user needs, and are flexible. Responsive page elements are designed to dynamically change based on the device being used to access the page. You can read more about implementing responsive features within an AMP page on the official AMP site.

    Wrapping Up Google Accelerated Mobile Pages

    Google continues to make a push to establish the Google accelerated mobile pages framework as the standard for delivering mobile content. However, there are several things to consider before implementing AMP pages.

    Moreover, accelerated mobile pages are great for serving up essential content, such as articles, videos, and images. Nonetheless, AMP has many limitations for creating more advanced web content.

    In consequence, before you decide to incorporate Google’s Accelerated Mobile Pages technology within your website, make sure you understand the implications above. It will help you determine whether or not AMP page is the right mobile solution for you.

    Haku Kepula

    Haku Kepula

    Haku Kapule is a contributing editor at 365 Business Tips, a new blog that prides itself on presenting the best advice and practices for small and medium-sized businesses everywhere. He’s passionate about finding and offering useful tips to small business owners. He is an expert in digital PR and marketing strategy and has assisted with the increase of digital presence and customer support for small and large companies alike.


    Nikola Roza

    Nikola Roza · August 24, 2019 at 8:57 pm

    Hi Haku,
    great guide on AMP here. I don’t use AMP on my pages, but I admit I’m a bit torn.
    I definitely like how fast the page loads in AMP mode, but I don’t like how simple and stripped down it is.
    I like my site’s pages to be as I designed them to be, sidebars, header, footer and all.
    I guess I’ll have to adapt:)


      Moss Clement · August 25, 2019 at 7:45 pm

      Hi Nikola,
      I believe that is one of the reasons why several web-owners are not using Google AMP. The simplicity of the page makes it difficult to customize your site the way you want. However, I must admit, it is damn fast.
      Thank you for contributing.


    Nirodha Abayalath · August 22, 2019 at 5:20 am

    Hey Haku,

    Honestly, this was not an interesting article for me because I don’t know much about these design trends, WordPress, SEO, or Google algorithms and updates. But, you have explained everything clearly. So, even if I wanted to know about this AMP before, I couldn’t read until the end and understand. You did a great job here man.

    Thank you very much, and keep it up.


      Moss Clement · August 24, 2019 at 9:20 am

      Hi Nirodha,
      Yes, Haku made a good impression on the topic and provided valuable insights that will help readers to make better decisions as to whether to go for AMP or not. Thank you for stopping by and adding to the discussion.


    Subham · November 24, 2018 at 10:08 pm

    Nice Blog, Thank You


    moncler in borsa · October 28, 2018 at 11:18 pm

    Thanks for helping out, great information.


    Technicalsay · October 12, 2018 at 1:42 pm

    I went through your posts and what I found in your posts was truly amazing.
    Keep up the good work. You share such wonderful information, it’s very helpful to us.


    Cori Ramos · October 10, 2018 at 2:53 am

    Hi Moss and Haku,

    This is an awesome post Haku! Thank you so much for explaining AMP. I’ve read about it but I could never understand what I was reading.

    Now that you’ve explained it, I totally get it. I would love the faster load times and increase in ranking and whatnot but I don’t want to lose the bells and whistles I’ve got installed on my website. 🙂

    Thank you so much for this well-explained blog post! It was so nice to e-meet you!

    Have a great rest of the week, guys!



      Moss Clement · October 11, 2018 at 1:00 am

      Hi Cori,

      Actually, Haku did well with the details of Google AMP. Many who are not aware of these facts can easily jump in based in the fact that “it is a Google product” and will be awesome, but that’s not the case here. Yes, it is great for speed and the likes, but there are disadvantages in using the software as well.

      Thank you, Cori.


    Gaurav Kumar · October 1, 2018 at 7:01 pm

    Hi Moss,

    These days developers are more focused on designing mobile first templates. There is no doubt that smartphone users are growing like anything and it is a good thing to get Google accelerated mobile page for your blog or business website.

    I believe AMP’s are still beta. There is a need to work a lot on the codes to fix issues.

    Glad you have shared these.


      Moss Clement · October 2, 2018 at 12:20 am

      Hi Gaurav,
      You’re correct, smartphone users are growing by the day. Study has proven that mobile internet users have surpassed desktop users, so it makes sense why Google is pushing for AMP pages.

      This article was actually written by Haku. He will respond to you later. Thank you, Gaurav do coming by and commenting.


    Sathish Arumugam · October 1, 2018 at 12:57 am

    The main interested to read these blogs come over them because of the mobile web, as we know mobile web is constantly enhancing and Google is always experimenting with new ways to speed up the content delivery management system and performance across all device. 40% of people will wait no more than 3 seconds before abandoning a website. When I was checking the desktop version and AMP version of the next web I was astonished. This article has cleared my doubts and enhance my interest in AMP for WordPress. Thanks for the article we would always definitely keep an eye on the mobile pages not only optimizing our site and as well as for well maintained for mobile in the past.


    Tarique Amir · September 28, 2018 at 11:55 am

    Hi Haku,

    It is paramount to have a responsive website. A fast paced website for mobile users will do a world of good for your business since more than 50% of internet users prefer their mobile over their PCs. It is good to know the benefits and disadvantages of Google accelerated mobile pages.

    Thanks for sharing, have a good day. 🙂


    Sajid Akhter · September 28, 2018 at 8:49 am

    Hi Haku,

    Great post. You have shared very good information regarding Google accelerated mobile pages. It is always good to learn important things from experts like yourself. I am glad I landed on your post.

    Thanks for sharing, have a good day. 🙂


    Ryan Biddulph · September 27, 2018 at 5:00 pm

    What a treasure here Haku. I would dig the increased speed. Noted a night-day difference with my blog when I got serious about speeding things up. I have also never seen a page 1 site that didn’t load really quickly. Gotta keep it in mind.


    Moss Clement · September 27, 2018 at 2:43 pm

    Hi Haku,

    Thank you so much for this informative material about Google accelerated mobile pages. It’s a good thing to know the pros and cons of this tool. Even though Google is pushing for it to be a standard for content delivery, there are some downside to it that needs much consideration. I happy that you brought out this points.

    5 Powerful steps that will Help you improve your content marketing strategy · February 19, 2019 at 8:12 pm

    […] apply Google Accelerated Mobile Pages to boost your content marketing […]

    Leave a Reply

    Your email address will not be published. Required fields are marked *

    This site uses Akismet to reduce spam. Learn how your comment data is processed.

    %d bloggers like this: