How do Accelerated Mobile Pages work?
Put simply, the purpose of AMP is to extract the text content from a web page and present it to the user with fewer design elements, scripts, and other components that can slow down page loading. AMP pages are cached in Google’s own AMP cache so they load more quickly.
AMP is not necessary for strong organic visibility
For several years, implementing AMP on your website was a prerequisite for having your pages featured in “Top stories” at the top of the SERP (Google’s search results page). As a result, AMP was also important for SEO and organic visibility. But in April 2021, confirmed Google that AMP would no longer be a factor for achieving this, and now pages without AMP can also appear in “Top stories.”
Fast loading and mobile user-friendliness are important
At the same time, fast loading and strong mobile usability remain key drivers of organic visibility. Factors such as server speed and Core Web Vitals are important metrics here. AMP pages can still help reduce load times and improve mobile usability, but a modern website should be built to deliver on these aspects even without AMP.
Frequently Asked Questions
How does AMP work?
AMP reduces the amount of HTML, CSS and JavaScript and stores the website in Google's AMP cache archive. This ensures fast loading times and a good mobile user experience.
Does AMP improve organic visibility?
AMP no longer automatically improves organic visibility the way it used to. However, AMP can provide faster page loading, which is an important factor for organic visibility.
