In today’s digital world, speed is everything. If your website takes too long to load, visitors leave. It’s that simple. That’s where Accelerated Mobile Pages (AMP) come in.

AMP is an open-source framework designed to make web pages load faster on mobile devices. Google first introduced it in 2015 as a way to improve mobile web performance, ensuring users get content instantly—no lag, no frustration.

But as we enter 2025, is AMP still relevant? Does it help with SEO? Should you implement it on your website? Let’s dive deep into AMP pages, explore their benefits, and drawbacks, and see if it’s still worth using today.

What Is AMP (Accelerated Mobile Pages)?

AMP is a stripped-down version of HTML that prioritizes speed and efficiency. It removes unnecessary elements, optimizes scripts, and leverages caching to ensure a near-instant load time for mobile users.

How AMP Works

The AMP framework consists of three core components:

  1. AMP HTML – A simplified version of HTML with custom AMP tags.
  2. AMP JavaScript (JS) – A lightweight JS library that ensures fast rendering.
  3. AMP Cache – A content delivery network (CDN) that preloads and serves AMP pages directly from Google’s servers.

These elements work together to create ultra-fast, mobile-friendly web pages that load almost instantly.

Benefits of AMP

If you’re wondering why so many websites implemented AMP, here are some key advantages:

1. Lightning-Fast Load Times

A slow website kills conversions. Studies show that if a page takes more than 3 seconds to load, 53% of mobile users will abandon it. AMP pages load almost instantly, reducing bounce rates and keeping users engaged.

2. Improved Mobile SEO (But With a Catch)

Google prioritizes page speed in rankings, and AMP pages tend to load much faster. While AMP itself is not a direct ranking factor, faster load times and better user experience can indirectly boost SEO.

However, in 2021, Google removed the AMP requirement for the “Top Stories” carousel, meaning AMP is no longer necessary to appear in that coveted section.

3. Higher Engagement and Lower Bounce Rates

A fast, seamless browsing experience means users stay longer and interact more with your content. AMP helps deliver a smoother experience, reducing frustration and increasing engagement.

4. Reduced Server Load and Bandwidth Usage

AMP pages are lightweight, which reduces strain on your servers and consumes less bandwidth. This can be especially useful for high-traffic websites.

5. Ads Load Faster, Increasing Revenue Potential

For publishers and advertisers, AMP ensures that ads load quickly and stay visible. Faster ads mean higher viewability rates, better engagement, and ultimately, more revenue.

The Downsides of AMP

While AMP has clear benefits, it’s not a one-size-fits-all solution. Here’s what you need to consider:

1. Limited Customization and Design Restrictions

AMP pages have strict design limitations. You can’t use many standard HTML and JavaScript elements, which means customization is restricted. If your site relies on complex features, AMP might not be the best fit.

2. Potential Loss of Ad Revenue

AMP improves ad speed but also limits certain ad formats. Some publishers reported lower revenue due to restrictions on third-party scripts and ad placements.

3. Analytics Tracking Challenges

AMP pages don’t track analytics the same way as regular pages. Google Analytics requires special setup, and some third-party tracking tools may not work properly with AMP.

4. No Longer a Requirement for Google’s Top Stories

Initially, AMP was required for news websites to appear in Google’s “Top Stories.” But as of 2021, Google no longer requires AMP for this feature. Now, any fast-loading, mobile-optimized page can appear in Top Stories.

5. AMP Pages Are Hosted on Google’s Servers

When AMP loads from Google’s cache, users don’t technically visit your website. Instead, they see the cached AMP version, which can affect branding, analytics, and ad tracking.

How to Implement AMP on Your Website

If you decide AMP is right for you, here’s how to set it up:

1. Install AMP on WordPress

If you use WordPress, setting up AMP is straightforward. Install one of these plugins:

  • AMP for WP – More customization options.
  • Official AMP Plugin – Directly supported by Google.

2. Create an AMP HTML Page Manually

For non-WordPress sites, create an AMP page by following these steps:

  1. Start with the basic AMP HTML template:

<!doctype html>
<html ⚡ lang=”en”>
<head>
<meta charset=”utf-8″>
<title>AMP Page</title>
<link rel=”canonical” href=”https://example.com/regular-page.html”>
<meta name=”viewport” content=”width=device-width, minimum-scale=1, initial-scale=1″>
<script async src=”https://cdn.ampproject.org/v0.js”></script>
</head>
<body>
<h1>Welcome to AMP!</h1>
</body>
</html>

  1. Validate your AMP page using Google’s AMP Test Tool.
  2. Add structured data to improve SEO.
  3. Ensure your AMP page links back to the original page with rel=”canonical”.

3. Monitor and Validate AMP Pages

Use tools like:

  • Google Search Console to track AMP performance.
  • AMP Validator to check for errors.

Should You Use AMP in 2025?

So, should you still use AMP in 2025? It depends.

If your website relies on speed, SEO, and mobile traffic, AMP can be a valuable tool. News sites, publishers, and high-traffic blogs can still benefit from AMP’s instant loading speed and improved engagement.

However, for businesses that rely on custom branding, ad revenue, and complex functionality, AMP might be too restrictive. With Google’s Core Web Vitals update placing more emphasis on overall user experience, a well-optimized mobile site may be just as effective as AMP.

Alternatives to AMP

If AMP isn’t right for you, consider these alternatives:

  • Optimize Page Speed with Core Web Vitals – Improve load times without AMP.
  • Use Lazy Loading – Load images only when needed.
  • Implement Progressive Web Apps (PWAs) – Create a faster, app-like experience.

At the end of the day, the choice depends on your website’s needs. AMP can still be powerful, but it’s no longer the only way to achieve fast-loading, mobile-friendly pages.

Learn More About Optimizing Your Website

Want to improve your website’s speed and SEO? Check out our other guides:

By focusing on speed, mobile optimization, and user experience, you’ll stay ahead in search rankings—with or without AMP.

I’ve spent the past five years exploring everything related to SEO, blogging, and content writing. In the past three years, I’ve worked as an expert SEO consultant, content writer, and manager with many businesses. I have run my own successful blogs, which helped me understand what works and what doesn’t when Google is actively releasing core updates.

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