What is AMP?

AMP is a Google-supported framework to build fast, search engine-friendly websites. Like Apple News articles, AMP pages load instantly.

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

What are AMP’s possible benefits?

AMP is one of Google’s primary recommendations for better website news article search engine rankings. According to Google, AMP can also help maximize your digital advertising budget and improve Google Ads conversions. Additional benefits may include:

  • Higher search rankings (home/about/staff profile pages)
  • Longer site visits
  • Reduced website abandonment
  • More readers

How do AMP websites work?

AMP webpages are saved and stored on Google’s worldwide servers (AMP Cache), allowing them to load virtually-instantly. To qualify, a website must adopt some coding restrictions and search engine optimization standards. For example, AMP prohibits certain desktop-era programming tools, resource intensive Javascript and “bulky code.”

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.

AMP implementation is one of Google’s primary recommendations for better search engine rankings.
Source: Google

How else does AMP affect search engine rankings?

Apart from speed, Google prioritizes the mobile version of a website for indexing and ranking. AMP’s search engine metadata requirements (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 green lightning-bolt certification. 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