Quick answer: AMP pages are stripped-down versions of your pages, built with a restricted set of HTML and a shared JavaScript library, so they load almost instantly on phones and can be cached by Google. They make the most sense for publishers and sites that put out news or regular articles, because Google shows AMP pages in the mobile Top Stories carousel. For most service businesses and online shops, a fast, well-built responsive site is the better investment right now, with AMP as an optional extra for the blog.
Since February, people searching on their phones have started to see a small lightning bolt icon next to some results, along with a carousel of news stories at the top of the page. Those are AMP pages. The project is open source and backed by Google, Twitter, WordPress.com and a long list of publishers. It has had a lot of attention, and we get asked about it regularly. This guide explains what AMP is, what it asks of you, and how to decide whether your site should use it.
What AMP actually is
AMP stands for Accelerated Mobile Pages. It is not a new language. It is a set of rules for building HTML pages that load very quickly on mobile connections. An AMP page has three parts:
- AMP HTML: normal HTML with some restrictions and a few custom tags. For example, images use
<amp-img>instead of<img>, so the library can control when they load. - The AMP JavaScript library: a single script that handles loading resources efficiently. You cannot add your own JavaScript to an AMP page.
- The Google AMP Cache: a content delivery network that stores valid AMP pages and serves them from Google’s own servers when someone taps a result.
Each AMP page is usually a second copy of a normal page. Your standard article links to its AMP version with a rel="amphtml" tag, and the AMP version points back to the original with a canonical tag. Search engines understand that they are the same content.
Why AMP pages load so fast
Several of the restrictions are the same advice developers have given for years, enforced by the format:
- No custom JavaScript. Third party scripts are one of the biggest causes of slow mobile pages. AMP only allows its own components.
- Inline, size-limited CSS. All styles sit in one block in the head of the page, with a size cap. There is no waiting for external stylesheets.
- Known sizes for every element. Images, videos and ads must declare their dimensions, so the page does not jump about as things load.
- Lazy loading by default. Resources further down the page load only when needed.
- Pre-rendering from search. Because Google hosts the page in its cache, it can start loading it before the visitor even taps the result.
The result is that AMP pages often appear to load instantly from search. That is the main appeal.
How Google uses AMP pages in search
At the moment, the most visible place for AMP is the Top Stories carousel in mobile search. When someone searches for a news topic, Google shows a horizontal row of AMP articles from publishers. Visitors can swipe between them without leaving Google.
AMP pages also show the lightning bolt label in normal mobile results in some cases. Google has said AMP is not a ranking factor in itself. Speed and mobile friendliness do matter, and AMP pages are fast and mobile friendly by design, but a fast responsive page is treated as mobile friendly too. If your pages already pass the checks we described in our article on the mobile-friendly update, AMP will not lift you above competitors on its own.
What AMP costs you
AMP is free, but it is not without cost. Before adding it, weigh up the trade-offs.
Design limits
Because you cannot use your own JavaScript and CSS is limited, AMP pages tend to look plainer than your main site. Sliders, custom menus, interactive tools and most widgets will not work. Your branding can carry over through colours, fonts and logo, but expect a simpler page.
Forms and conversions
Forms are the big gap for business sites. AMP does not yet support standard forms in the way your main site does, so quote forms, contact forms and newsletter sign-ups need to link out to a normal page. For a service business whose pages exist to generate enquiries, that is a real drawback.
Tracking
AMP has its own analytics component, amp-analytics, which works with Google Analytics. Your normal tracking code will not run on AMP pages. You need to configure tracking separately, and because AMP pages are served from Google’s cache under a different domain, sessions can be split between the cache and your own site. Expect some extra work to get reports that make sense.
Ads and other scripts
Ad networks are adding AMP support, but not every ad format works. Live chat, heatmaps, social widgets, A/B testing scripts and remarketing tags generally will not run on AMP pages.
Two versions to maintain
Each AMP page is a second template. When you change your design or add a feature, you need to decide whether the AMP version needs updating too. On a content management system this is mostly handled by templates, but it is still more to look after.
Who should use AMP now
Based on how AMP works today, here is how we would think about it.
Publishers and news sites
If you publish news, timely articles or a magazine-style blog, AMP is worth adding now. The Top Stories carousel is prime space in mobile search, and only AMP pages appear in it. Ad-supported publishers also benefit from faster pages, since slow pages lose readers before the ads load.
Businesses with an active blog
If your blog brings in a meaningful share of your search traffic, adding AMP to blog posts only is a reasonable middle ground. Your service pages, product pages and contact forms stay on your normal templates. The blog posts gain a fast mobile version, with links from the AMP page through to your main site.
Service businesses and online shops
For most local businesses and shops, AMP is not a priority yet. Your key pages need forms, carts, product options and tracking that AMP does not yet handle well. A better use of time is making your normal pages fast. Our guide to WordPress speed optimization covers the main steps: good hosting, caching, image compression and fewer plugins.
Adding AMP to a WordPress site
WordPress users have the easiest route. Automattic released an official AMP plugin in February. Once activated, it creates an AMP version of each post at a URL ending in /amp/, using a simple template. It does not cover pages or custom post types by default.
A few practical points:
- Install the plugin and check a post. Add
/amp/to the end of a post URL to see the AMP version. - Use Yoast’s Glue plugin if you run Yoast SEO. It connects the two, so your SEO settings and some styling options carry over to the AMP templates.
- Customise the template carefully. You can override the default templates in your theme, but any custom code must follow AMP rules.
- Set up AMP analytics. Add your Google Analytics tracking ID through the plugin settings or a template change, so AMP visits are recorded.
How to check your AMP pages are valid
Invalid AMP pages will not be cached by Google or shown with the AMP label. To check them:
- Open an AMP page in Chrome and add
#development=1to the end of the URL. - Open the developer console. It will report “AMP validation successful” or list errors.
- Check the Accelerated Mobile Pages report in Search Console, which shows errors Google has found across your site.
Common errors include disallowed tags left over from post content, such as embedded forms or iframes, images without dimensions, and custom scripts added by plugins.
A sensible approach
AMP is changing quickly. New components are being added, and support for things like forms is being worked on. That means a decision you make today can be revisited in six months. A sensible approach for most business sites:
- Make your normal mobile site fast first. That benefits every visitor, not just those from Google.
- If you publish regularly, add AMP to blog posts with the official plugin and check that tracking works.
- Leave service, product and checkout pages on your standard templates.
- Watch Search Console for AMP errors and review traffic after a couple of months.
FAQ
Is AMP a ranking factor?
Google has said it is not a ranking signal in itself. AMP pages can appear in the Top Stories carousel, which normal pages cannot, and speed matters for users either way.
Will AMP replace my mobile site?
No. AMP pages sit alongside your normal pages, which remain the canonical versions. Visitors from other sources still see your standard responsive site.
Do AMP pages hurt conversions?
They can if your pages depend on forms or interactive features. Make sure every AMP page has a clear link to the next step on your main site.
Get the fast pages first
Whether or not AMP fits your site, quick, mobile-friendly pages are what turn visitors into enquiries. If you want help speeding up your site or deciding where AMP belongs, see how we help businesses turn visitors into customers.
