Importance of Accelerated Mobile Pages (AMP) for Websites

According to, almost half of all users will leave a site if it doesn’t load within two seconds. Just two seconds! How many users has your site lost today just from speed and load issues alone?

Since many users are mobile these days, this is even more of an issue on slower LTE/4G and public WiFi locations. Website load times are a huge problem worldwide for all types of businesses and organizations.

woman using ipad amp pages

Google isn’t happy about this either of course, and they’ve brought the world AMP pages to attempt to speed up website load times and the user experience for their users (and yours).

What is AMP? And What are AMP articles? They’re webpages that have Google’s specific setup for their AMP search, and they load significantly faster than other pages. 

What is AMP?

The Accelerated Mobile Pages (AMP) Project is an initiative, developed by Google and Twitter, is aimed at improving the web for their users via improved speed and less lagging ads. It is also known as Google accelerated mobile pages. AMP pages load almost instantly, giving users a smoother, more engaging experience on mobile and desktop. 

Why are AMP web pages so much faster than other pages? The AMP format does several things to optimize a page before loading. It blocks unnecessary scripts, prevents page extensions (like social feeds, lightboxes, etc.) from stopping the page content from loading, and streamlines design.

Google also uses a caching mechanism to keep the page at the ready. This thinned out version of HTML loads about four times faster than regular site articles. has called it a “diet HTML.”

Why Site Speed Matters

We expect sites to load quickly, and if one doesn’t, we know another site will. Much like WebsiteMagazine’s data, Google research shows that 53% of users will leave a page that doesn’t load in 3 seconds or less, but after AMPing, about 90% of users have seen higher click-through-rates (CTR), and 80% of AMP publishers are getting more views on their articles.

These are not insignificant metrics: sites that see increases in click-through rates and views see more leads and sales. Over half of mobile users will abandon a web page taking greater than three seconds to load.

AMP methods exist to reduce the wait time for a mobile website page to load, and AMP insists that mobile page designs focus on both display and delivery speed.

Google Cares If You have AMPs

Just as mobile-friendliness helps sites, by AMPing your site, you can increase the organic visibility by adding it to the carousel at the top of search results that highlights AMP-enabled sites. In a way, this gives your page a Google-endorsed stamp that contributes to that higher click-through rate, and therefore more views.

If we had to choose a place on your site to start, we’d pick your blog. It houses all of your articles and is keyword driven. Users are searching for the long-tail keywords in your blog, so you need to make sure it is AMPed to show up in the carousel. It can work for more basic SERPs and service pages as well in the regular Top 10 results.

How to Amp Your Site

For most sites, you’ll need a developer. If your blog or website is on HubSpot or WordPress, this will be a bit easier since you can find widgets and plugins that help. In either case, you’ll need two versions of your pages, the original and the AMP version.

For the AMP version, the template will have to be stripped of extras like forms and third-party JavaScript. There are also CSS restrictions, multimedia requirements, and other customizations that a developer will need to make to the template to comply with AMP standards. When you’re ready to AMP your site, refer to the documentation on AMP’s site for the how-to, or direct your web team there.

There’s also the best option of hiring a web development team that specifically specializes in AMP capabilities. They can rebuild your entire site for AMP optimization, or simply consult and help with making certain pages available for AMP.

Accelerated Mobile Pages FAQ

Why is AMP important?

There are two reasons. Firstly, it gives a great, fast user experience that improves the engagement ratio. Secondly, Google’s search results use AMP content.

Could you direct more traffic to AMP if you want?

Yes, you can redirect your traffic to the AMP version if you want, for mobile or desktop.

Does AMP only work on mobile devices?

No. However, they are designed for the mobile, but you can view AMPs in your desktop browser. But it all depends on how they render on your desktop browser and how they were designed.

How does Google find my AMPs?

The crawlers of Google check your page’s source code using the tag “amp HTML”. This tag also specifies the link of the AMP. If a valid AMP is found at the particular link, then Google stores the AMP on its content delivery network and delivers it in its search results.

What is Google AMP validation?

Google needs verification if any AMPs fins in search are acquiescent with the specifications of format and performance standards. AMPs will not appear in the search results of Google, which are not able to pass its validation filter.