What Is Google Accelerated Mobile Pages And How AMP Affects SEO?

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According to the statistics report, almost 80 % of the users who are using the internet prefer to surf the data through the smartphones. With time, the smartphones were maintained with latest technologies and features, to enhance the comfort of the users. In Oct 2015, Google introduced the concept of Accelerated Mobile Pages, which will improve the loading speed of the web pages on the smartphones.

What is a Google Accelerated Mobile page?

The Accelerated Mobile Pages narrowed the web development technology so that the loading speed of the web pages is faster on the mobile devices. The main objective of Accelerated Mobile pages is to increase the use of smartphones to avail the internet data. Previously, the web pages were taking too much time to load, and this was the main reason why the visitors started losing interest in the mobile surfing.


AMP is for publishers to be able to load their sites quickly on mobile

But with the introduction of AMP, both advertisers and users are highly benefited. For users, it is now convenient to surf the web pages just with a single touch, and for the advertisers, it is now possible to earn good revenues. Thus, the concept of AMP is considered as a boon for the digital industry.

Will Critchlow and Tom Anthony explaining about AMP: Moz’ recent Whiteboard Friday

Basic Components of AMP –

Basic components of AMP

It does not matter whether a web page contains any video, animations, or high – quality picture, if it is maintained as per AMP, and then it will load without any delay. Even it doesn’t matter, what type of Smartphone you are using, the Accelerated Mobile Pages will load with the same efficiency in every Smartphone. To know more about the AMP, let’s have an eye on the core components of AMP.

Amp HTML –

This is a redesigned version of the HTML, in which customized AMP related commands are used. For dependable executions, AMP HTML tags have few limitations, which are resolved through customization. To find an AMP page, the search engines use the <link rel=””> HTML tag.


This is a new structure of JavaScript, which is specially designed for mobile pages. Because of the JavaScript, the web pages take a lot of time to load. Thus Google has designed this innovative form of JavaScript. The performance techniques which are incorporated in the AMP JavaScript mainly includes handicapping of slow CSS selectors, Pre computation of the resources before they are loaded, and sandboxing of all iframes.


This content delivery network of AMP is used to convey data from all the AMP records including JS data, pictures, and a cache of AMP HTML pages. As all the data are cached under a single roof, it is feasible to ensure faster page loading.


How is SEO affected with the introduction of AMP?

AMP Affect SEO

Well, now you must have earned some knowledge regarding the Google’s AMP project. Just imagine, if the page loading speed of the web pages is now faster on the mobile devices, will it have any effect on the search engine results of the website? Yes, obviously there will be a lot of variations in the SEO. Here, we have managed to describe some of the important effects of AMP on the SEO results.

Increased views through Carousel –

AMP pages have a good compatibility with the carousel. So, if a website is maintained with AMP pages and has good search engine rankings, then there are high chances that, they will be visible in the Google’s SERP carousel. Once a website has got a position in the carousels, then the traffic to the actual website will greatly increase.


Mobile Search Engine Rankings are greatly improved –

The conversion rate of a website is directly proportional to the page loading speed of the website. As most of the users are browsing through the Smartphone, the conversion rate is also dependent on the Smartphone users. In this case, if the users are offered with AMP web pages, then the chances of conversions are very high. Thus, now more traffic is diverted to the website with the help of AMP pages. This will enhance the mobile search engine ranking of the website.


Enhanced mobile browser visibility –

The AMP pages not only reduced the page loading speed but also enhanced the mobile user experiences. As the pages are now maintained as per the AMP features, they are highly compatible with the SEO standards. Thus, the web pages are easily displayed on the Carousels.


So, now it is feasible for the users to manage the web pages according to their preference in the carousels. And if they are interested, then they can visit the actual web page. Again, in the AMP pages, the videos, images, and the graphics are maintained in low modes. Thus they don’t consume much battery and mobile data.

Improvement in Ad performance –

As the AMP pages are not maintained with the JAVASCRIPT, it is now difficult to block the ads. Thus, the visibility of the advertisements is highly enhanced. Again, because of better integration in the web pages, the ads will look good now. Thus, there are high chances that the clicks on the ads will increase, and the conversion rates on the ads will also increase. Thus, it is now feasible for the advertisers to earn more revenue and to support the search engine rankings of the website.

amp improves Ad performance

Improvement in the click through rates –

If a website is offering good page loading speed along with compatible website design, then it is obvious that the traffic to the website is highly increased. It has been observed that, if the users are provided with two options, then they will go with the website with AMP features. So, with the increase in traffic, the click through rates will also increase, and this will enhance the revenue options.



From the above information, it is confirmed that AMP has a positive impact on the SEO results. Thus, in today’s date, it will be a great decision to maintain the websites with AMP features.

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