SEO glossary · A

Accelerated Mobile Pages (AMP)

What are Accelerated Mobile Pages (AMP)?

AMP (Accelerated Mobile Pages) is an open-source framework, launched by Google in 2015, for building lightweight web pages that load quickly on phones. AMP pages use a restricted set of HTML and JavaScript, and Google can serve cached copies of them from its AMP Cache.

What AMP was used for

AMP was popular with news publishers because, until 2021, Google required it for the Top Stories carousel on mobile, and AMP results carried a lightning-bolt icon.

AMP today

In 2021 Google dropped the AMP requirement for Top Stories and removed the AMP badge, and began judging all pages on page experience signals such as Core Web Vitals instead. AMP gives no ranking advantage. Many sites have since dropped it, because keeping two versions of every page is extra work and a fast regular page does the same job.

Should you use AMP?

For most sites, no. Focus on making your regular pages fast: optimized images, less JavaScript, caching and a CDN. If you remove AMP, redirect the AMP URLs to the regular versions with a 301 and remove the amphtml links from your pages.

Get in touch

Know the term. Now rank for it.

Tell us the search you want to win. A specialist reads it and replies by email, and if it helps, we set up a short call.

    A specialist reads your message and replies by email.

    Protected by reCAPTCHA: Google's Privacy Policy and Terms of Service apply.