What You Need to Know about AMP for SEO and Web Development
The digital world is mobile-first, and speed should be on every marketers priority list.
That’s where Accelerated Mobile Pages (AMP) come into force. Developed by Google in 2015 ( so not such a new development) AMP is an open-source HTML framework designed to make mobile pages load almost instantly. But is it still worth implementing in 2025? And what does AMP mean for SEO, Core Web Vitals, and the future of mobile web development?
In this article, we’ll break down:
- What AMP is
- How it works
- Why Use AMP?
- Real-world use cases
- How to implement it
- The impact of AMP on SEO
- Whether AMP is still relevant today
What is AMP (Accelerated Mobile Pages)?
AMP is a streamlined version of HTML, built to create lightweight, fast-loading web pages—especially for mobile users. It strips out slow-loading elements like third-party JavaScript and heavy CSS, focusing on performance and user experience.
“We want web pages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously.”
— Google, announcing AMP in 2015
The AMP project was originally backed by Google and Twitter to improve the mobile web. At one point, AMP pages were favoured in Google’s “Top Stories” carousel — giving publishers a massive incentive to adopt it.
How Does AMP Work?
AMP pages are built with three core components:
- AMP HTML – A simplified version of regular HTML with AMP-specific tags.
- AMP JS – A JavaScript library that ensures fast rendering.
- AMP Cache – Google caches AMP pages for ultra-fast delivery via its CDN.
Key Restrictions:
- Limited use of JavaScript
- Inline CSS only (max 75KB)
- No external stylesheets
- Images must use
<amp-img>with fixed height and width
These constraints are what make AMP pages load up to 4x faster than standard pages and use 10x less data.
Why Use AMP?
AMP is especially useful for:
- News publishers (e.g., BBC, The Guardian)
- Ecommerce (e.g., eBay saw 15% increase in conversions on AMP pages)
- Bloggers and content marketers
- Developers seeking Core Web Vitals compliance
Real-World Example: The Washington Post
“AMP pages load in under 400 milliseconds on average. We’ve seen a 23% increase in returning users from mobile search.”
— The Washington Post
How to Implement AMP
1. Create an AMP Version of Your Page
You can either:
- Create a separate AMP version (e.g.,
/amp/URL) - Use dynamic serving to detect and serve AMP
For WordPress users, plugins like AMP for WordPress streamline the process.
2. Use AMP Components
Replace standard HTML tags with AMP equivalents:
htmlCopyEdit<amp-img src="image.jpg" width="600" height="400" layout="responsive"></amp-img>
<amp-video src="video.mp4" width="640" height="360" layout="responsive"></amp-video>
3. Validate Your AMP Page
Use the AMP Validator:
Append #development=1 to the URL in Chrome DevTools and check the console for errors.
Or use Google’s AMP Test tool.
4. Link Your AMP Page
From your canonical page:
htmlCopyEdit<link rel="amphtml" href="https://example.com/your-post/amp/">
From your AMP page:
htmlCopyEdit<link rel="canonical" href="https://example.com/your-post/">
AMP and SEO: Is It Still Worth It in 2025?
AMP used to be a golden ticket to the Top Stories carousel on mobile. But as of May 2021, AMP is no longer a requirement for inclusion in Top Stories. Google now prioritises page experience and Core Web Vitals.
Pros for SEO:
- Fast loading = lower bounce rates
- Optimised for mobile UX
- Pre-rendered by Google Search
- Potentially higher engagement
Cons:
- Limited interactivity and design
- Duplicate content management
- Additional development time
“AMP is not a ranking factor. Page experience, however, is.”
— John Mueller, Google Search Advocate
So while AMP can support SEO, it’s not mandatory. Websites can now rank just as well using standard HTML, as long as they meet Core Web Vitals.
AMP Alternatives and the Future
Today, many developers are choosing:
- Responsive Web Design
- Progressive Web Apps (PWAs)
- Server-side rendering (SSR)
- Static site generators (e.g., Gatsby, Hugo)
Why? These methods allow for fast performance without AMP’s limitations.
Even Google has started de-emphasising AMP in Search Console reports.
Should You Still Use AMP in 2025?
Use AMP if:
- Your site is content-heavy (news, blogs)
- Speed and mobile experience are a priority
- You want to reach countries with poor connectivity
Avoid AMP if:
- You need full JavaScript functionality
- You already score well on Core Web Vitals
- You can achieve speed via responsive design + CDN + lazy loading
AMP is Optional, Not Essential
Accelerated Mobile Pages are no longer the only path to fast mobile performance — but they’re still a valid tool in your development toolkit.
If implemented correctly, AMP can give your users a lightning-fast experience and support your SEO goals. But thanks to modern frameworks and browser enhancements, it’s now just one of many options.
“You can think of AMP as a design pattern. You don’t have to use our components — you just have to build fast.”
— Google AMP Project
✅ TL;DR:
- AMP = lightweight HTML for blazing-fast mobile pages
- No longer required for Google Top Stories
- Still valuable for news, blogs, and slow networks
- Alternatives like PWA and modern front-end frameworks are gaining ground
Need help implementing AMP or improving your Core Web Vitals?
Get in touch with the Media-M team — let’s build a faster web together.
Media M 
Leave a comment