What is AMP (Accelerated Mobile Pages)?

The main purpose of AMP is to serve web content instantly on mobile devices. They are the web pages that are created by following a new set of coding standards set by AMP technology. AMP (Accelerated Mobile Pages) are HTML pages that are lightweight, fast, and far more user-friendly.

My website is already using responsive web design (RWD) why should I use AMP?

Many website owners ask this question, let’s take an in-depth look at both below, clearly defining each:

RWD focuses on flexibility, allowing your website to be displayed on various devices by adjusting itself accordingly.


  • Responsive sites look modern and match with the latest web standards
  • No need to develop a separate website
  • Only need to update one website


  • Time-consuming development
  • Slow loading due to unnecessary HTML/CSS
  • Compatibility issues for the older versions of some browsers

AMP pages are designed singularly to serve content instantly on mobile devices.


  • Improve load time on mobile
  • Improve server response
  • Increase click-through rate (CTR)
  • Standard mobile optimization for different websites
  • Improve Search Engine Ranking on Mobile browsers


  • JS and CSS limitations
  • Serving Google cached pages
  • Decrease in Ad Revenue
  • Implementation is not easy


When AMP Came into Existence?

“The AMP Project was announced by Google on October 7, 2015. It was intended to improve the performance of the mobile web. More than 30 news publishers and several technology companies (including Twitter, Pinterest, LinkedIn, and WordPress) were initially announced as collaborators in the AMP Project.” ~ Wikipedia

Google began displaying AMP pages in mobile search results in February 2016. You have assuredly come across AMP pages while performing mobile searches. AMP pages are easily distinguished as they include a tiny lightning bolt symbol. Let’s take a deeper look below at AMP search results and what type of browsing experience they offer mobile users.

AMP Process:

See below Google results with AMP symbols shown on mobile devices:

AMP Symbols and Process

Google shows available AMP versions of the pages when the relevant queries are searched by users. Moreover, the AMP pages served through Google’s server to achieve the fast load speed.

When someone visits the above-mentioned AMP articles, it goes like this:

AMP Articles - How They Look on Google

The AMP pages shown above are served through Google’s AMP cache. The URLs browsed are:

URL from Snap1:

URL from Snap2:

Google does not want to leave any stone unturned which is why Google uses its servers to load AMP pages, the above URLs demonstrate that. One of the main factors contributing to the speed of AMP pages is that Google servers expedite AMP pages, allowing them to load much more quickly when compared to RWD mobile pages.

The above-mentioned are Google AMP’s cache URLs. The actual AMP URLs on your website may look at any of the below-mentioned formats:


Now that we’ve covered what AMP is and how it works, let’s take a look at some key metrics on how AMP can affect your overall mobile site performance:


AMP Improves Mobile Traffic and Performance