Is AMP Still Relevant To SEO Today? – MediaOne

As Google’s Accelerated Mobile Pages (AMP) become a mainstay for fast-loading mobile content, the question arises: What are amps and are they still relevant to SEO today, especially as a crucial element of SEO in 2024?

This article provides a clear-eyed view of AMP’s evolving role, examining its pertinence in a landscape where SEO strategies must adapt swiftly. Stay with us as we unpack the essence of AMPs and assess their significance in the SEO playbook today.

Key Takeaways

  • AMP has evolved from a solely mobile-centric tool to a broader framework, with debates about Google’s influence but is still relevant in SEO for indirectly influencing rankings through speed improvement, despite not being a direct ranking factor.
  • While AMP pages offer improved load times and performance, they come with design limitations and technical challenges. It’s important to consider alternatives to AMP that optimize mobile performance without its constraints.
  • Google’s approach to AMP continues to evolve, with innovations like AMP Stories and AMP Bento; however, the future of AMP is in flux as improvements in mobile technology and optimization techniques offer competing solutions.

Decoding AMP: The Basics and Evolution

Decoding AMP: The Basics and Evolution

Introduced by Google in 2015, Accelerated Mobile Pages was a response to the burgeoning demand for faster mobile web experiences. With claims of loading websites in a mere 0.7 seconds, AMP brought dramatic improvements to the table, offering a fourfold speed boost over traditional mobile pages.

This lightning-fast delivery promised to reshape mobile traffic and online engagement, with major platforms like Twitter and WordPress quickly embracing the AMP project.

Yet, as the digital environment shifts, AMP’s role has morphed from a mobile-centric tool to a multi-faceted framework that now faces debates over its creator’s influence.

What Is the AMP Framework?

At its core, AMP is a stripped-down form of HTML, designed to deliver content to mobile users at breakneck speed. The AMP framework eschews non-essential elements and employs a streamlined coding approach to minimize loading times. Google amplifies AMP’s efficiency through its own servers, where amp html content is cached, preloaded, and even prerendered, ensuring that AMP pages load almost instantly when a user clicks on them.

Despite these advantages, AMP’s stringent rules on JavaScript and CSS usage can pose challenges for web designers and developers aiming to maintain a unique brand aesthetic.

The Growth Trajectory of AMP Usage

The trajectory of AMP’s adoption reflects both enthusiasm and pragmatism in the digital world. Businesses fascinated by the potential of near-instant page loads leapt at the chance to implement AMP, leading to a surge in domain usage from 900K to 31 million within a single year. However, despite a 70% growth in AMP usage in 2022, this only represented a small fraction of web domains compared to the ubiquitous use of standard HTML.

Yet, AMP’s radical optimization and swift delivery through Google’s cache continue to be compelling reasons for its adoption, especially when optimizing for mobile performance is paramount.

AMP Stories and Beyond

The AMP format has expanded its repertoire to include AMP Stories, a visual storytelling feature similar to the popular narratives on social media platforms like Instagram and Snapchat. This innovation demonstrates AMP’s ability to adapt to the changing content consumption patterns of users, offering an immersive, engaging experience that goes beyond the basic web page.

It’s this kind of ingenuity that keeps AMP relevant in a landscape where user engagement is as critical as page load speed.

The Impact of AMP on SEO Performance

The Impact of AMP on SEO PerformanceThe Impact of AMP on SEO Performance

As the quest for the top spot in search engine rankings continues, the speed and performance of AMP pages remain significant factors. While AMP is not a direct ranking signal, it indirectly influences rankings by improving page load speed, a known factor in Google’s ranking algorithm.

This emphasis on speed is not lost on SEO experts who recognize the potential for AMP to boost user engagement and, subsequently, a site’s position in the mobile search landscape.

Even as we navigate the SEO terrain in 2024, AMP technology persists as a consideration for its potential to enhance mobile user experience and page performance.

Does AMP Affect Ranking Directly?

The relationship between AMP and search engine rankings is more nuanced than it may seem. Google confirms that while AMP can foster dynamic and interactive content, it doesn’t act as a direct ranking factor. However, since speed is a big ranking factor, the performance gains from AMP may indirectly elevate a page’s rank.

This subtlety became more pronounced when Google stopped prioritizing AMP pages in the Top Stories carousel, signaling a shift to a more level playing field for all mobile content, regardless of AMP status.

AMP and Core Web Vitals

AMP’s alignment with Google’s Core Web Vitals is another testament to its continued relevance. AMP-validated pages often score well on these crucial user experience metrics due to their lean design, which cuts down on elements that could slow loading times. Reduced bounce rates and increased conversion rates associated with faster-loading AMP pages illustrate the tangible benefits of aligning with Core Web Vitals, now a key ranking factor.

Despite these advantages, Google’s emphasis on Core Web Vitals over AMP as a direct SEO enhancement tool suggests a shift towards broader optimization strategies. Yet, AMP continues to evolve, with features like AMP Bento that integrate AMP components into non-AMP pages, ensuring its adaptability to future web performance standards.

AMP vs. Non-AMP: A Comparison for Modern SEO

Navigating the decision between AMP and non-AMP pages is a pivotal part of modern SEO strategy. AMP’s dramatic improvements in loading times are clear, driving faster experiences for mobile users and potentially better click-through rates due to enhanced visibility in search results. However, these benefits must be weighed against possible downsides such as design limitations and the impact on conversions and leads.

In the fast-paced world of 2024, where device speeds are soaring, and user expectations are higher than ever, developers often face the choice of creating a single, well-optimized webpage for mobile devices over an AMP version.

Speed and User Experience

Speed is synonymous with accelerated mobile pages (AMP), and this has been a significant draw for mobile users who crave quick access to content. AMP pages load up to four times faster than traditional mobile-optimized pages, which can lead to a better user experience and more conversions.

However, the page speed advantage of AMP can come at a cost to user experience due to the constraints imposed on design flexibility, potentially affecting the overall perception of a brand and its ability to convert visitors into customers.

Despite these limitations, the instant loading feature of AMP can significantly enhance a user’s journey, making it a compelling choice for website owners aiming to maximize mobile performance, as mobile pages load instantly.

Technical Considerations

The technical challenges of AMP can be daunting, including:

  • The need to synchronize AMP with canonical pages
  • Managing dual crawling of content, which can strain SEO resources
  • Ad management and dynamic content handling, which are further complicated within the AMP framework
  • Particularly for e-commerce sites, where a seamless user journey is essential.

Yet, recent updates allowing for more interactivity through JavaScript support up to 150 KB show that AMP is still striving to meet the technical demands of modern websites.

Strategies for Implementing AMP in 2024

Strategies for Implementing AMP in 2024Strategies for Implementing AMP in 2024

As we edge further into 2024, website owners must carefully consider the benefits and downsides of implementing AMP. The process of adding AMP to a website remains straightforward, but the decision to do so should be informed by a thorough evaluation of the specific needs and circumstances of the site.

Best practices for AMP implementation stress the importance of a cohesive user experience and the preservation of brand identity, critical factors to weigh against AMP’s advantages.

Meanwhile, alternatives to AMP are gaining traction, offering responsive design and advanced optimization techniques as viable pathways to mobile performance improvements without the need for AMP.

To AMP or Not to AMP?

The decision to implement AMP is not black and white and depends heavily on the individual circumstances of the website. For new websites, it’s often recommended to forgo AMP, while for those with existing sites, the decision to adopt should be based on specific needs and the results of current AMP pages.

If AMP is already in place and driving satisfactory results, it may be beneficial to continue its use. Conversely, if the maintenance required to keep AMP functioning optimally becomes too burdensome without clear benefits, it may be time to consider its removal.

Best Practices for AMP Implementation

For those who choose to implement AMP, following best practices is crucial. Users of platforms like WordPress can streamline the process using the official AMP plugin, which aids in maintaining content parity between AMP and non-AMP versions, crucial for preserving SEO and brand identity.

Moreover, AMP can offload server performance, which is especially beneficial for amp websites experiencing high mobile traffic.

Alternatives to AMP for Enhanced Mobile Performance

However, AMP is not the only route to achieving enhanced mobile performance. Sites already boasting fast loading speeds may find no added benefit from converting to AMP. Advanced techniques such as optimizing hydration, lazy loading, and minimizing DOM size can outperform AMP in terms of efficiency and user experience.

For fast sites or those with specific needs not met by AMP, a focus on tailored site optimizations may be the more strategic approach to mobile performance enhancement.

The Future of Google AMP Development

The Future of Google AMP DevelopmentThe Future of Google AMP Development

As the digital landscape evolves, the future of AMP appears to be in flux. Its once-critical speed advantage is now challenged by overall improvements in mobile speeds and user experience, making AMP less of a necessity. Major publishers and social media platforms have begun to move away from AMP, reflecting a broader industry trend towards other optimization methods.

Nevertheless, the AMP development team continues to innovate, adding new features and enhancements that suggest a commitment to the framework’s future.

Innovations in AMP Technology

The AMP project has evolved to encompass a wider array of functionalities, including interactive components like AMP Stories and technological adaptations for different digital marketing contexts. This evolution is highlighted by AMP Bento, an initiative that allows for the integration of AMP components within non-AMP pages, demonstrating AMP’s increasing flexibility and potential for future development.

The Debate Over Google’s Control

However, Google’s control over the AMP project has not been without controversy. Critics argue that AMP’s constraints on web design and functionality stifle creative expression and may harm brand identity. Concerns also arise from Google’s hosting of AMP pages under its own domain, potentially diverting content and traffic away from the original publishers.

Furthermore, Google’s prerendering of AMP pages has sparked debates over the fairness of search engine results pages, with some suggesting it leads to preferential treatment in search results.

Case Studies: Successes and Failures with AMP

Real-world experiences with AMP across various sectors have provided a mixed bag of successes and challenges. Businesses like BMW have reported significant improvements in site performance due to AMP, while media companies such as The Times of India and Jagran New Media have seen a surge in traffic and revenue. These cases illustrate the potential AMP has to amplify business outcomes when implemented effectively.

Yet, it’s also clear that AMP doesn’t guarantee success for every enterprise, and its impact can vary widely based on industry, audience, and execution.

Transitioning Away from AMP: A How-To Guide

Transitioning Away from AMP: A How-To GuideTransitioning Away from AMP: A How-To Guide

For those considering a move away from AMP, a carefully planned transition is essential to avoid negative impacts on SEO. A detailed process, including the removal of AMP pages and re-optimizing content, can help stabilize website traffic and maintain search rankings.

This process should be monitored closely using tools like Google Search Console and Google Analytics to measure the impact of AMP removal on website performance.

Removing AMP Pages Without Hurting SEO

The key to removing AMP pages without harming SEO lies in a meticulous approach. Deleting both AMP and canonical versions followed by a removal request using Google’s Remove Outdated Content tool can ensure a clean break.

For those using content management systems, removing or disabling AMP pages can be done through the platform’s interface, often with automatic handling of updates to both versions. It’s also important to configure server responses and redirects properly to guide users to the correct non-AMP page, thereby preserving SEO and user experience.

Redirecting and Optimizing Post-AMP

The journey doesn’t end with the removal of AMP pages; in fact, it’s crucial to:

  • Redirect users accurately
  • Optimize the site post-AMP to preserve both user experience and search rankings
  • Use 301 permanent redirects, which signal to search engines that the change is enduring
  • Confirm that URL parameters and tracking codes carry over during redirects to maintain precise analytics and session tracking

Once AMP is out of the equation, the focus must shift to optimizing page load speeds and enhancing mobile user experience to stay competitive in mobile search results.


As we’ve navigated the twists and turns of AMP’s journey, it’s clear that its role in SEO has evolved. While no longer the sole path to lightning-fast mobile experiences, AMP remains a powerful tool for those seeking to enhance page speed and user engagement.

Yet, with the rise of alternative optimization techniques and the industry’s shift towards broader performance metrics like Core Web Vitals, AMP’s future is uncertain. The key takeaway for website owners in 2024 is to weigh the benefits of AMP against its limitations and alternatives, ensuring that whatever path they choose aligns with their digital strategy and user experience goals.

Frequently Asked Questions

Is AMP a ranking factor in Google’s search algorithm?

While AMP is not a direct ranking factor, it can indirectly impact search rankings by enhancing page load speed, an important consideration in Google’s algorithm. Therefore, implementing AMP can potentially improve your website’s visibility on Google.

Can AMP pages improve mobile user experience?

Yes, AMP pages can improve mobile user experience by loading up to four times faster than traditional mobile-optimized pages, but they may have design limitations affecting brand presentation and user engagement.

Are there alternatives to AMP for optimizing mobile performance?

Yes, responsive design and advanced optimization techniques like lazy loading and minimizing DOM size are effective alternatives to AMP for improving mobile performance. These alternatives can offer similar or even better results for mobile optimization.

How can I transition away from AMP without hurting my SEO?

To transition away from AMP without hurting your SEO, properly delete both AMP and canonical versions, use the Remove Outdated Content tool for removal requests, and implement 301 permanent redirects from AMP to non-AMP pages. This will help maintain your site’s SEO performance.

What is the future of AMP with the introduction of Core Web Vitals?

The future of AMP may be impacted by Core Web Vitals, but AMP-validated pages currently excel in meeting these performance metrics, suggesting a continued role for AMP in mobile optimization. AMP Bento and other developments show its evolving nature.