Accelerated Mobile Pages (AMP) is an open-source HTML framework initially developed by Google to compete with Facebook Instant Articles and Apple News. Designed for mobile web browsing, AMP helps web pages load faster by creating simplified, stripped-down HTML versions of existing pages.
AMP significantly improves load times compared to standard HTML5 pages, making it popular among news publishers and content-heavy Websites.
AMP and Google Rankings
With the introduction of Core Web Vitals, AMP no longer receives preferential treatment in Google’s search results, the Top Stories carousel, or Google News. To perform well in these areas, focus on enhancing user experience (UX) rather than relying solely on AMP.
Should You Use AMP?
If your website already uses AMP and performs well, there’s no urgent need to abandon it. However, prioritizing a fast, user-friendly experience may yield better long-term results if you’re not using AMP.