Faster is better when it comes to your website. Faster pages load higher, decrease bounce rates, and make visitors happy. Google has introduced several projects to enhance speed, including accelerated mobile pages, known as AMP. AMP was a big thing when it initially came out.

Many major sites such as Twitter took the step and Google demanded that it remained here.

However, little attention has been made to AMP in recent years. In 2021, Google silently deleted AMP from search results. So, what is this deal about the AMP website?

In this comprehensive guide, we will see what is AMP website, various components of Google AMP, and how to optimize it perfectly rather than sidelining it.

What Is An AMP Page?

Let us start this guide by clearing what is an AMP page. AMP stands for Accelerated Mobile Pages. This HTML open-source framework permits the rapid loading of web pages, even if they include high content such as video and advertising. In October 2015, Google launched its first AMP initiative.

You may consider AMP as a streamlined version of your website which includes all the meat of your contents but eliminates all the frills which slow your website down. Instead of needing to wait till 20 seconds, AMP lets visitors see your content instantaneously. Yes, it’s horrible that’s the median time to load mobile sites.

It has the support of technology corporations such as Google and Twitter. The initiative aims to speed up the loading of online information for mobile users. Reading the Web is frequently sluggish for many mobile users. Despite all the efforts of site owners to speed up their website, most content-heavy pages take several seconds to load.

Accelerated Mobile Pages or AMP employs bare minimum Javascript and HTML. The contents can be hosted in the AMP cache on Google. When you click the link in search results, Google may then provide this cached version quickly to consumers. AMP page example is given in the image below:

google amp


We hope now you understand what is AMP. So, let us dive into the technical aspects of an AMP page by telling the pros and cons of AMP.

Pros Of AMP Accelerated Mobile Pages

  • Reduced Load Time

The name itself says that AMP is mainly meant to lower mobile device charging speed, and it accomplishes the same properly by reducing the loading time to 2-3 seconds.

  • Low Bounce Rates

The number one reason for users to bounce off is slow pages. Because loading time is sharply decreased, a little bounce rate for publications should occur.

  • Better SEO

You have already indicated that lock times are a ranking issue for the majority of search engines, and you should notice an improvement in page rankings with reduced page loading speed. It should not be forgotten that AMP sites also enhance the chances of Google carousel and other SERP functionality.

  • Increase In Web Traffic

Greater site traffic should be expected with improved SEOs. Since AMP may enhance your SEO and low load speeds, you can receive good session counts from the users on-site if your contents are remarkable.

  • Supported By Every Browser

All browsers supported: Browsers receive a clean HTML code on-screen since all extraneous JS and CSS are stripped off.

  • Optimized Data Consumption

Unnecessary removal of JS and CSS also implies that pages useless browser and computer resources. AMP lowers the picture size to only the correct size for rapid loads on the browser, which also allows a smaller file size to be downloaded by the browser, thus reducing the use of data.

Cons Of Google AMP Pages

  • No Direct Increase In Traffic

AMPs do not immediately enhance traffic to your website, as AMP content has a Google URL and is on Google servers. While Google has indicated intentions in the future to correct this problem, smart publishers already have successful solutions.

For example, after the post, AMP publishers can include a remark button, but if the visitor hits it, it will appear on the same page as the publisher itself and leave it on their website.

Note that if you don’t visit an AMP page on your editor’s website, it is not the end of the world. After all, the only method to create brand awareness will be to get your content on the first page of a Google search result, in particular, if consumers keep watching your content time and again.

  • Coordination Problem

Although the AMPs can load themselves fast, any external contents on the page are likely to fall behind. This is a major difficulty in the hosting of ads. Visitors will probably browse past an ad before loading it, destroying any possibility of conversion. Google says that it is resolving this problem, but before it does, publishers must consider this variable.

  • Decrease In Ad Revenue

The AMP Project allows advertising officially and it isn’t a simple process to put them on AMP sites. This indicates that the potential for revenues is still rather restricted. The AMP page wouldn’t provide you much ad income due to its elimination of all the other stuff you don’t need on the website.

This reduces customers’ or viewers’ likelihood of seeing the goods or services you provide. On the other side, this also limits the opportunity to generate money. The agencies with whom you are dealing and the platforms with which you work might notify you that your viewers do not view their advertisements.

It is crucial to point out that Google has taken major measures to alleviate the problems that AMPs confront publishers. AMP Advertising has been launched recently, and many more content integrations are promising. This online interface provides a powerful foundation for ad display, therefore limiting your ad earnings. The HTML codes are so formed that the ad applicability to your website is successfully encouraged to reduce additional profits.

  • Difficult To Implement

AMP is a restricted framework, which is difficult to apply. Yes, the benefits might be good, but more can be given priority to the performance of the HTML web pages. Google guidelines must be followed by those deploying AMP pages.

To be easy to use, contradictory information and consistent modifications to the template might confuse the application of the AMP Project Guidelines. While certain site management systems (CMSs), including WordPress, have AMP integration capabilities available, they are typically at odds with other software such as Yoast. Therefore, implementing AMP-yet is not straightforward.

  • Stripped Analytics

What you need to know most is that your AMP page is different from your original page. AMP supports Google Analytics with many tags, which means that it requires a lot of time and effort to gather and evaluate these tags. You require specific resources and efforts for the tracking which might be time-consuming and cannot be accessed instantly.

How AMP Works?

Accelerated Mobile Pages provide the basis for 2019 when it comes to user experience.

But still, many cumbersome desktop components are contained on mobile-optimized websites. When you read a page on mobile devices, many of these components on the website are entirely unneeded.

AMP brings this up. Many of these pieces are simply removed. In essence, Google AMP lowers the need for further CSS requests and restricts heavy components, including images and JavaScript, for example. Essentially, these mobile sites accelerated are stripped-down versions of current web pages that allow for the simultaneous loading of several components rather in sequence.

That is, they lose the padding and they arrange the files better. It is worth noting that when accessed via Google Search, AMP loads the most quickly. Google will host the AMP on its servers in this scenario. This means that consumers don’t have to leave Google for content – which speeds up loading times.

What Is An AMP Page


Core Components Of AMP Frameworks

Every AMP web development process consists of three core components:


The AMP HTML is primarily HTML with just a few performance limitations. Most HTML tags are standard HTML tags, however certain AMP-specific tags are substituted for HTML tags. The custom tags are termed AMP HTML components and facilitate the efficient implementation of common tag patterns.

The search engines and other platforms find AMP pages using the HTML element. You can pick a non-AMP version, an AMP version, or a single AMP version of your website. AMP HTML file looks something like this:



  • AMP JavaScript

The AMP js package guarantees that AMP HTML pages are rendered rapidly. The JS library implements the best practices of AMP, such as inline CSS and fonts, it controls resource loading and provides you with the personalized HTML elements that ensure rapid rendering of page information.

The AMP JS makes everything asynchronous from external resources so that there is no block in rendering on the page. The JS employs various performance strategies such as sandboxing of all iframes, precalculation of the layout of each page element, and deactivation of sluggish CSS selectors before loading resources.

  • AMP Cache

The Google AMP Cache serves cached HTML pages for AMP caching. The AMP Cache is a proxy-based network to provide all AMP documents that are valid. AMP HTML pages are cached and automatically improved in the cache. To keep efficiency optimum AMP Cache Hwill load the HTTP 2.0 page, js files, and all pictures from the same source.

AMP Cache has an integrated validation mechanism, which ensures that a website is secure and does not depend on external factors that may slow down the page. The validation mechanism works on several claims confirming that the marking of the page matches the AMP HTML specifications.

Alongside each AMP page, there is an extra version of the validation system. This version may record failures invalidation to the console of the browser as the page is being displayed so that you can see the complicated changes in your code that may affect performance and user experience.

Set AMP Platform With Easy Steps

Follow these steps to set Google AMP page:

  • Create Backup & Clone Your Website

You should frequently create a backup of your site and I strongly encourage it whenever you install a new plugin or theme. This is the scenario in which compatibility concerns are already placed on your website using plugins or themes. You can easily restore your site to its original condition if there are issues when your site breaks, and solve problems.

You also have to create a backup if you wish to clone your site to a development site on your server. It’s optional, but it’s a wonderful method to immediately upgrade your site to AMP and avoid downtimes or problems as your AMP settings are set up. To clone your site you take a duplicate of the present site, upload it to a non-public server, install the AMP plugin, activate it, and then correct all problems.

Once you’ve been confident that you have all of it precisely how you want, you will take a copy of your website and upload it to the newest version that you produced and overwrite it live.

  • Install & Activate AMP For WordPress

You’ll want to click on the settings page and get through all the different options when you activate the AMP plugin for WordPress. You may navigate right via your WordPress dashboard to these settings and scroll back to “AMP.”

The two primary sections you want to focus on are “Appearance” and “Settings.” We’ll find several possibilities if we go to Settings. We will not cover them all, but the most significant:

  • General: Here you may submit a personalized AMP logo and build a personalized AMP for a homepage. You should be able to develop a fast mobile experience, and then you can route your mobile visitors over to AMP. We encourage spending time to achieve this. You may also enable AMP for all your pages if you wish to enable AMP.
  • Page Builder: You’re going to want to switch on this option if you want to develop AMP landing pages. For additional information on how your page builder works, please see AMP for WP.
  • Advertisement: One of the reasons we want AMP is for a quicker experience, but we do not want to remove it from our AMP if we are making money with advertising. To create your ads on AMP, go to this area.
  • SEO: The search results should be one of the reasons you are upgrading to AMP. This environment is a necessity! Here you have a few choices. If you do not use a WordPress SEO plugin, you will want to switch on the top “Meta description,” so your contents will be grabbed automatically by meta descriptions.

    In this area, certain AMP sites also include advanced index/noindex options.


  • Analytics: You may set up your Google Analytics & Tag Manager for AMP in this section.
  • Structures: If you have a logo or a unique graphics placeholder for posting pictures that you wish to utilize for Google Structured Data, you may submit them here.
  • Notifications: You must tell users that you gather cookies according to EU legislation. If you are not in the EU and wish to tell your users anything different, you may do so instead. You can do it here on AMP, or if you do.
  • Advanced Settings: You may utilize the Advanced Settings tab if you would want to move all mobile traffic to AMP, to improve the user experience on a fast website. The other choices are optional and/or self-explanatory on the Settings tab.
    We propose that you pass through all the tabs and configure different parameters to suit your needs.
  • Appearance: The “Appearance” option offers several crucial choices before you move your website.
  • Validate Your Google Search AMP Page

Once you’ve set up the AMP for WordPress plugin correctly, you’ll have to verify every page, according to Google, to make sure AMP works best.

Best Accelerated Mobile Pages Optimization Techniques

If you want to optimize AMP most efficiently, you should follow these steps:

  • JavaScript Is Executed Asynchronously

JavaScript can stop the building of DOMs and render the page delays – these two reasons lead to delayed loading of a page. AMP enables only asynchronous JavaScript to guarantee JavaScript doesn’t impede page rendering.

The AMP pages do not include any JavaScript developed by the author, but unique AMP components are used for all interactive page features. These custom AMP components may use JavaScript, but they are built carefully so that they do not cause any deterioration in performance.

  • Resources Sized Statically

All external resources such as pictures, iframes, and publicity must provide their HTML size, to allow AMP to identify the size and location of each element before downloading the page resources. Without waiting to download resources, AMP loads the layout of the page.

AMP may isolate the layout of the page from the sizing layout. The whole doc needs a single HTTP request. Since AMP is intended to prevent costly layouts and recalculations in the browser, when you load the page resources, it does not re-lay.

  • Extension Mechanism

It enables extensions to features, like a lightbox and social media embeds, and while they need additional HTTP requests, they do not stop the page layout and rendering. AMP does not allow extension processes for blocking page rendering.

If a page contains a customized script, the AMP system must notify it that a custom tag will ultimately be added, then AMP will generate the necessary tag to keep the page sluggish. For example, when the amp-iframe tag informs AMP, an amp-iframe tag will be created, AMP produces the iframe box before knowing what is in it.

  • Keep JavaScript Away From The Critical Path

JavaScript from a third party employs sync loading of JS, which tends to reduce the load time. With AMP sites JavaScript from third parties, it is not possible to prevent the running of the main page iFrames only in sandboxes by loading JavaScript. Even though the JavaScript is sandboxed by a sandbox, it causes several recalculations, the DOM is extremely little in their small iframes.

In comparison to new designs and layouts for this page, iframe recalculations are carried out fairly soon.

  • Keep CSS Inline

Rendering blocks CSS blocks a load of the entire page and tends to create bloating. AMP HTML only enables inline styles, eliminates from the main rendering path to most web pages one or more HTTP requests.

The inline style sheet should be 75 kb, although it is huge enough for highly advanced sites, the author still needs excellent CSS hygiene.

Improve Website Ranking With Google AMP

AMP is quick. It’s the finest feature about the mobile sites of the publisher. However, the outcomes may be underestimated if you manage your AMP inventory as you handle the remaining inventory.

Because AMP pages are highly visible, eCPM’s are vulnerable to an increase. These advantages are reduced by publishers’ technological deficiencies. On the other hand, you should note that AMP is only working with mobile devices when treating AMP as a premium stock. In other words, you must particularly locate advertisers that are seeking AMP mobile inventories.

We hope this article on what is AMP was helpful to you, and you churn out the best for your business.