What is AMP?

AMP is a Google-supported framework to build user-friendly, search-friendly websites. Leveraging Google infrastructure and open-source technology, AMP websites consistently generate more readers, revenue and growth.

AMP Facts

2X More time spent on AMP page vs. non-AMP page

53% Number of users who leave websites that takes 3+ seconds to load

.5 seconds The median time it takes an AMP page to load from Google search

How do AMP websites work?

Similar to Apple News or Facebook Instant Articles, AMP web pages load instantly. To qualify, websites must first adopt AMP’s restrictive coding guidelines and earn “lightning bolt” validation status. AMP pages are then stored worldwide—in the Google AMP Cache.

What are AMP’s possible benefits?

  • Higher search rankings/traffic
  • Longer site visits
  • Faster pages
  • Reduced website abandonment

Does speed impact search rankings?

Yes. Google first announced speed was a search algorithm ranking factor in 2010. Since then, the importance of page speed has grown. Google implemented a major “Speed Update” in July of 2018.

Leveraging Google technology and 3rd-party-verification—at no cost, AMP is the benchmark for building modern websites.

How does AMP affect search engine rankings?

Apart from speed, Google also prioritizes the mobile version of a website for indexing and ranking.

AMP’s search engine metadata requirements (i.e. the technical information describing webpage content) help tremendously with search engine optimization (SEO). AMP-certified pages are also eligible for Google Search Image Carousels and other search results “perks”. To learn more, explore these case studies.

Do AMP benefits extend beyond mobile?

Yes. Desktop and non-mobile devices can leverage AMP’s speed and search-related benefits.

Why does Google care?

Users dislike slow websites. The slow web is causing people to abandon websites, underutilize Google search, and embrace non-searchable apps.

Browser indicating valid AMP page

Is my website AMP-valid?

On Google Search, AMP-valid webpages are marked by a lightning-bolt certification badge (AMP logo). Google also offers an AMP testing tool.


“Using site speed in web search ranking.” April 9, 2010. Source: Google
“Medium time for AMP page to load from Google search is .5 seconds.” Source: Google
“AMP led to 2x increase in time spent on page.” Source: Forrester Report
“AMP Powered Pages get top spot in Google News” Source: Techcrunch