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AMP (Accelerated Mobile Pages)

What Is AMP?

AMP (Accelerated Mobile Pages) is an open-source framework, originally backed by Google, for building stripped-down, ultra-fast-loading versions of web pages aimed at mobile users.

How AMP Works

AMP pages use a restricted subset of HTML, limit custom JavaScript, and rely on a specific caching system to serve pages near-instantly, often directly from Google’s own servers rather than the publisher’s.

Is It Still Worth Using?

AMP’s relevance has faded significantly. It was once tied to preferential placement in Google’s mobile search carousel and Top Stories, but Google removed that requirement in 2021, and Core Web Vitals now reward fast-loading pages regardless of whether they’re built with AMP. For most sites today, investing in genuinely fast page speed and good Core Web Vitals scores delivers the same benefit AMP promised, without the added complexity of maintaining a separate page format.

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Annabelle Cochrane

Managing Director / SEO Strategist

Start Ranking Today

Annabelle is a qualified marketing specialist with over 6 years of hands-on experience providing service-based businesses with real, tangible, out-come based SEO campaigns. 

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