Since its inception, the AMP project has sparked intense debate.

It promises lightning-fast page load speeds and higher visibility in Google search results, but at the cost of adhering to a more streamlined version of HTML. Essentially, it’s like giving your website a performance tune-up to enhance user appeal.

This raises a question in the marketing world: Is AMP truly essential for SEO?

In this article, we’ll take a closer look at whether AMP is worth the investment by exploring the following:

• What is AMP
• Pros and Cons
• How to Optimize AMP
• Which Websites Should Implement AMP
• How to Measure Results

While AMP encompasses more than just AMP pages, including formats like Web Stories, AMP Email, and AMP Ads, these are still in their early stages and will not be covered in this article.

What is AMP?

AMP, or Accelerated Mobile Pages, are fast-loading, lightweight pages designed to provide a smoother, faster browsing experience for mobile users.

It is essentially “an open-source HTML framework that simplifies the process of creating fast-loading pages that provide a seamless user experience and prioritize speed above all else.”

This is according to AMP’s official documentation.

For most websites, implementing AMP means building a simplified, mobile-optimized version of their existing HTML5 page content. When an AMP version is available, users will see the AMP version instead of the regular page.

This concept is similar to Facebook Instant Articles or Apple News, which are also designed to accelerate and streamline mobile content consumption.

Key Difference?

AMP allows content to be distributed on the open web without the need for platform-specific applications.

What’s Interesting Next

Let’s talk about the word “open source.”

While AMP is technically open source, the project is heavily backed by major players like WordPress, LinkedIn, Twitter, Pinterest, and Bing. However, Google remains the primary code contributor and key promoter, which is why AMP is often referred to as “Google AMP.”

AMP’s focus on user experience is evident in its strict regulations regarding advertising and design elements. For example:

• CSS is limited to 75KB
• JavaScript is limited to 150KB
• It removes unnecessary content from the main rendering path, speeding up page load times

While these restrictions contribute to faster page load speeds, they are not the sole reason for AMP’s lightning speed.

Technical Details

To achieve ultra-fast loading times, AMP pages are hosted on Google’s servers. This setup allows Google to cache, preload, and pre-render AMP content before a user even clicks on a link in the search results.

When a user clicks on AMP content in Google, it is displayed in one of the following two ways: Learn more about AMP SEO optimization

Google AMP Viewer and Signed Exchanges (SXG): A Quick Introduction

Google AMP Viewer

When using the Google AMP Viewer, the content publisher’s origin information is displayed at the top of the page, but the URL remains within the Google domain. This approach clearly indicates the content is served by Google, while retaining the publisher’s branding.

Signed Exchanges (SXG)

Signed Exchanges (SXG) allow browsers to treat AMP pages as belonging to the publisher’s domain. This is a supplement to traditional AMP HTML, not a replacement. Google prioritizes linking to signed content, but only for browsers that support SXG (currently only Chrome), and only for standard search results, not for the Top Stories carousels. Therefore, the scope of SXG remains relatively small.

Google’s approach—”forking” HTML, pre-rendering AMP content, and prioritizing AMP pages—has significantly influenced website construction and monetization, giving Google an advantage in the evolution of the web.

Unsurprisingly, many in the tech and SEO industries have criticized this as Google’s attempt to further control the internet.

Despite this criticism, AMP offers compelling benefits for websites.

AMP’s Advantages for SEO

AMP offers numerous advantages to websites, depending on their specific needs. These advantages include reduced data consumption, improved server performance, access to a free CDN, and increased ad visibility. However, for SEO, two key advantages stand out.

1. Faster Page Load Times

While AMP itself is not a direct ranking factor, speed is crucial—especially after Core Web Vitals became a Google ranking factor in 2021. If implemented correctly, AMP can significantly reduce loading times.

Google claims that AMP pages have an average load time of less than one second, which easily meets the requirements of Core Web Vitals. This increase in speed often leads to a better user experience, including:

• Lower bounce rates
• Increased time on site
• Improved conversion rates

These factors contribute to an overall positive impact on SEO.

2. Increased Visibility in Google Search Results

AMP pages enjoy increased visibility in mobile search results, enhancing their presentation in Google SERPs.

Lightning Bolt Icon in Google SERPs

Most notably, AMP pages display a lightning bolt icon, signifying faster loading speeds and optimized performance. Some SEOs believe that this icon can improve click-through rates, as users may prefer AMP results because they are faster. While this may slightly increase click-through rates in some industries, there’s insufficient data to support a significant impact on the mass market.

AMP + Structured Data = Better Rich Results

Combining AMP with valid structured data increases the likelihood of appearing in special features like host carousels (showcasing courses, movies, recipes, and restaurants) or rich results features, such as larger-than-thumbnail images and enhanced headline text.

While AMP is not mandatory for these features, it significantly increases the chances of appearing with them.

Swipe to Visit in Google Images

Another unique advantage of AMP pages is the “swipe to visit” feature within Google Images on mobile devices. When a user selects an image, they can preview the website title and swipe up to visit the source page directly from Google Images.

By adopting AMP, websites can benefit from faster page load speeds, higher search result visibility, and more opportunities to be featured in rich results and special features. Whether AMP is right for your website depends on your goals, but its potential to improve SEO cannot be ignored.

The Importance of AMP in Search Result Visibility

For a long time, AMP has been a key factor in increasing visibility, especially for websites looking to appear in the Top Stories carousel. While COVID-19 content was an exception, AMP has remained a requirement for most featured news in this carousel. However, this will soon change with the 2021 Core Web Vitals update, which will allow both AMP and non-AMP pages to compete for top rankings based on page experience metrics.

This shift has prompted many SEOs to re-evaluate whether the advantages of AMP still outweigh the disadvantages.

The Drawbacks of AMP

From a Developer’s Perspective

AMP is a restrictive framework designed to prioritize speed at the expense of flexibility. As a result, managing it can be a heavy burden for developers. As AMP standards continue to evolve, continuous effort is required to ensure compliance and optimal functionality. While plugins can provide a good starting point, they often require additional fine-tuning and rarely offer flawless performance from the outset.

Furthermore, developers face the challenge of managing two versions of content (the AMP version and the canonical page). Unless a full AMP integration is chosen, these two versions must be kept in sync.

Performance is not guaranteed without using the AMP cache. For example, if an AMP page is linked from a platform like Twitter without using the AMP cache, further optimization efforts are needed to achieve ideal speeds.

From a Sales Perspective

For sales teams, AMP introduces additional complexity. Best practices often require the use of separate ad units to ensure reporting accuracy, which means twice the management effort. Additionally, AMP restricts the types of ads that can be used, limiting features such as interstitial ads and expandable ads. Implementing direct sales ads on AMP pages can be challenging and requires extra effort.

From a Marketer’s Perspective

AMP can double the crawl demand for individual content, as Google needs to ensure consistency between the AMP and non-AMP versions. For some publishers, AMP can increase impressions, but not necessarily user engagement, especially when the Top Stories carousel encourages users to swipe through other sources.

Optimizing AMP pages adds another layer of work. Like any standard page, having a valid AMP version does not automatically mean it is SEO-friendly. Collaboration with developers is essential to maximize the benefits of AMP.

Another drawback is that Google’s AMP viewer weakens brand recognition because the address bar displays the Google domain instead of the publisher’s domain. This can confuse users, as they are often trained to recognize the importance of URLs. While the “Signed Exchange” feature offers a solution, it has not yet been widely adopted.

Optimizing AMP Pages for Maximum Effect

While many websites that have adopted AMP have seen improvements in their search results, some have failed to achieve the same success. This can be attributed to AMP being the wrong choice for that particular site, or to poor implementation. AMP is not always a simple plug-and-play solution.

To maximize the effectiveness of AMP from an SEO perspective, follow these top optimization strategies:

1. Ensure Easy Discovery
   Ensure that AMP pages can be easily discovered by linking them to the non-AMP version using rel="amp" on the AMP page and rel="canonical" on the non-AMP page, and vice versa. These should be added as <link> tags to the <head> section.

2. SEO-Friendly AMP URLs
   There are several ways to clearly indicate that a page is AMP:

   • Use a URL parameter, such as ?amp
   • Set up a subdomain, such as amp.domain.tld
   • Use a URL structure, such as domain/folder/article.amp.
   • Organize AMP pages into a subfolder, such as domain/amp/article.

AMP Implementation’s Impact on SEO: SEO Considerations for AMP Implementation

Subdirectory Setup: An SEO-Optimized and Flexible Approach

Choosing a subdirectory structure is widely regarded as the most SEO-friendly and versatile option for implementing AMP. In addition to selecting the appropriate front-end technology, this method is also strongly supported by Google.

Consistent User Interface

While subtle design differences may exist due to AMP’s limitations, it’s crucial to ensure the user interface and design of AMP pages and standard pages are largely consistent.

Fully Functional User Experience

Interactive features like navigation menus, social media sharing buttons, related content, forms, logins, and even advertisements should function seamlessly on both AMP and standard pages.

Verify Consistency of SEO Elements

Ensure essential SEO elements such as hreflang, H1 tags, alt image text, and structured data remain consistent between AMP and standard pages. Discrepancies in these elements can negatively impact your SEO visibility.

AMP-Compliant Logo

Ensure your logo complies with AMP guidelines; otherwise, it may not display correctly—or at all—in the Top Stories carousel.

AMP URLs Should Not Be Included in XML Sitemap (Unless Native AMP)

Include only standard URLs in your XML sitemap. The rel="amp" tag provides Google with sufficient signals to find the AMP version of your pages. When implemented correctly, Google will serve the AMP version to users.

Is AMP Worth the Effort?

This is a common question among marketers and website owners. While the official AMP website features numerous case studies showcasing publisher and retailer success, there are also counter-examples. It’s not a one-size-fits-all solution; deciding if AMP is right for your website requires careful consideration.

Who Should Implement AMP?

Certain types of websites can benefit from AMP, while others may not. For example:

• Websites Primarily Targeting Desktop Users: If your primary traffic comes from desktop users, AMP may not be the best choice. While AMP pages do function on desktop, they lack rich features and don’t load from the AMP cache, meaning you’ll miss out on speed and performance benefits.
• News-Driven Content: If your website features news content and you’re already on AMP, it’s worth maintaining and optimizing your AMP setup until AMP is no longer a critical factor in ranking in the Top Stories carousel.

When assessing AMP’s relevance, check if AMP pages dominate the Top Stories in your industry. If non-AMP websites frequently appear alongside AMP sites, consider testing whether removing AMP benefits your website’s performance. Ensure your non-AMP pages meet Core Web Vitals, specifically a Largest Contentful Paint (LCP) of no more than 2.5 seconds.

When to Keep or Abandon AMP

For websites that can meet LCP standards without AMP, maintaining the framework may not provide sufficient speed or session benefits to justify its continued use. In such cases, it’s best to explore other SEO optimization opportunities. However, for websites that struggle to meet the LCP threshold on their own, AMP can offer a quick solution to improve speed and SEO performance.

Key Considerations When Developing or Redesigning a Website

If your website is undergoing a redesign or CMS overhaul, carefully evaluate whether native AMP is the right long-term solution to meet all your functionality and performance needs. A non-AMP solution may be more suitable for your website in the long run.

Evaluating the Impact of AMP

Whether you’re committed to AMP, reconsidering its implementation, or simply measuring its performance, it’s important to evaluate its impact on user experience and website visibility. This process involves four steps:

1. Validate AMP Code: Regularly check the AMP code validation on relevant pages using AMP testing tools.

To learn more about how to optimize your website’s SEO and performance, check out Mastering SEO.

1. Utilize Google Search Console’s AMP Status Report

Google Search Console provides a dedicated AMP status report that informs you of any issues preventing your AMP URLs from being indexed (errors) or affecting their performance in search results (warnings). Staying on top of this report is crucial for ensuring optimal AMP visibility.

2. Ensure Structured Data Is Parsed Correctly

For AMP content types, the Rich Results Test is great for quick, one-off checks – remember to input the AMP URL, not the canonical version. For a broader view, Google Search Console’s Enhancements Reports are very helpful, but be aware that they don’t cover structured data for articles. To extend your analysis, using a robust SEO crawler is often the most efficient method.

3. Understand Key AMP Visibility Metrics on Google

Within the Google Search Console Performance report, there are several dimensions to explore:

• Search type: Web, Search appearance: AMP non-rich results: This report shows metrics for standard AMP links with the lightning bolt icon.
• Search type: Web, Search appearance: AMP Article: This displays performance data for AMP results enhanced with rich features, such as carousels or images. These results are part of the rich results category and should be understood in that context.
• Search type: Image, Search appearance: AMP in Image Results: Track the performance of AMP images in Google Image search results.
• Search type: Video, Search appearance: AMP Article: Focuses on AMP pages appearing in Google Videos.
• Search type: News, Search appearance: AMP Article: Provides insights into AMP pages in Google News search results (not the app).
• Discover, Discover appearance: AMP Article: Provides metrics for AMP results in Google Discover.

Filtering by search appearance can be insightful, but keep in mind that data is aggregated by page rather than by specific attribute. This limitation can lead to discrepancies when analyzing image, video, or news results, so always be mindful of this when interpreting the data.

4. Analyze AMP Sessions and Performance

While Google Search Console provides valuable information from Google’s perspective, Google Analytics can offer a deeper understanding of AMP’s actual performance. However, before trusting Analytics, ensure your setup is properly configured for session stitching. By associating sessions from AMP versions with non-AMP versions using the client ID, you can gain a clearer picture.

Additionally, ensure that event tracking and other conversion-related settings are correctly triggered on AMP pages. Once configured, you can analyze AMP sessions, conversions, and key performance indicators (KPIs) by filtering by the data source dimension.

It is worth noting which external sources are driving AMP sessions. While using UTM tagging for social media posts and share buttons can provide clearer data, some unexpected sources may still appear. However, in most cases, the impact of these sources is minor.

To focus on actionable insights, compare AMP’s user experience metrics (such as bounce rate, pages per session, or conversion rate) with corresponding non-AMP data. Create custom reports by isolating AMP traffic by data source and comparing it to the closest non-AMP page to ensure you’re comparing the same baseline.

Conclusion: Evaluating AMP’s Impact

AMP’s effectiveness is mixed, with many publishers enjoying exclusive placement in the Top Stories carousel. However, as more pages meet page experience requirements, AMP’s visibility advantage may diminish. This makes it more difficult to justify AMP as a visibility-boosting strategy in the long run.

Ultimately, speed will remain a critical factor, especially as Core Web Vitals become increasingly important in Google’s ranking algorithm. Therefore, even if other visibility advantages fade, focusing on improving AMP’s speed remains a wise move.

Speed plays a crucial role in search engine optimization ranking factors. If your mobile site’s key landing pages can achieve a Largest Contentful Paint (LCP) of 2.5 seconds, implementing AMP (Accelerated Mobile Pages) may not yield significant returns. However, if you cannot reach the 2.5-second target, AMP is still worth considering, especially if a large portion of your mobile organic traffic comes from Google. In this case, leveraging AMP’s cached pre-rendering capabilities can significantly improve the user experience.

Choosing AMP requires understanding that it’s not a one-time solution, but an ongoing commitment. To fully leverage the benefits of AMP, be sure to regularly monitor your Google Search Console and Google Analytics reports. Otherwise, the technical debt and complexity introduced by AMP may outweigh its benefits. Furthermore, you may encounter potential SEO pitfalls.

Further Considerations:

• Google’s Best Practices for AMP URL Structures
• Optimize AMP Stories for Google Search
• Top AMP WordPress Plugins for Speed, SEO, and Analytics