AMP on Google Search

AMP on Google Search has been a major topic in SEO discussions for years. Many website owners, publishers, and marketers still feel confused about what AMP really is, how it works, and whether it is still useful today.

This guide focuses on how AMP works specifically on Google Search, how it affects visibility, performance, user experience, and SEO decisions in real-world scenarios.

What Is AMP?

AMP stands for Accelerated Mobile Pages.

It is an open-source framework originally created to make web pages load faster on mobile devices. AMP uses a restricted version of HTML, a controlled JavaScript environment, and Google-hosted caching to deliver content quickly.

The main goal of AMP is speed, especially for mobile users who may have slower internet connections.

Why AMP Was Created

AMP was created because mobile web pages were often slow, heavy, and difficult to use. Large images, excessive JavaScript, and unoptimized code caused poor user experience.

Google wanted faster mobile pages because:

  • Users prefer fast websites
  • Slow pages increase bounce rate
  • Page speed affects engagement and satisfaction

AMP aimed to solve these problems by enforcing performance best practices.

AMP as an Open Source Project

AMP is not owned only by Google. It is an open-source project supported by multiple companies and developers.

However, Google played a major role in its adoption, especially through Google Search and Google News.

How AMP Works Technically

To understand AMP on Google Search, you need to understand how AMP works behind the scenes.

AMP HTML

AMP uses a simplified version of HTML called AMP HTML.

Certain HTML elements are restricted or replaced with AMP-specific components.

Examples:

  • <img> is replaced with <amp-img>
  • Custom JavaScript is not allowed
  • Layouts must be declared in advance

These restrictions help browsers load pages faster and more predictably.

H3: AMP JavaScript Library

AMP pages use a JavaScript library managed by the AMP project.

This library:

  • Loads resources asynchronously
  • Prevents render-blocking scripts
  • Ensures content loads smoothly

Because developers cannot add their own JavaScript freely, AMP avoids performance problems caused by poorly written scripts.

AMP Cache

One of the most important parts of AMP on Google Search is the AMP Cache.

Google stores AMP pages on its own servers. When a user clicks an AMP result in Google Search, the page is often served directly from Google’s cache.

This makes the page load extremely fast.

Why Google Caching Matters

Serving pages from Google’s cache means:

  • Faster delivery
  • Reduced server load for publishers
  • Consistent performance across devices

However, it also means Google is heavily involved in content delivery, which raised concerns for some publishers.

AMP on Google Search Results

AMP had a visible and important role in Google Search, especially in earlier years.

AMP pages were once required to appear in Google’s Top Stories carousel on mobile.

News publishers adopted AMP quickly because:

  • AMP pages got premium visibility
  • They appeared above standard organic results
  • They attracted higher click-through rates

This requirement changed later, but historically it drove AMP adoption.

AMP Icons in Search Results

In the past, AMP pages displayed a lightning bolt icon in mobile search results.

This icon signaled:

  • Faster loading pages
  • Optimized mobile experience

While the icon is no longer shown, page speed still remains critical.

AMP and Mobile-First Indexing

AMP aligned well with mobile-first indexing because:

  • AMP pages were mobile optimized by default
  • Content loaded quickly
  • Layouts were stable

However, AMP itself is not required for mobile-first indexing.

Does AMP Affect Rankings?

This is one of the most common questions in SEO.

Is AMP a Direct Ranking Factor?

No, AMP itself is not a direct ranking factor.

Google has clearly stated that:

  • AMP does not automatically improve rankings
  • Page speed and user experience are ranking signals

AMP helps indirectly by improving performance metrics.

AMP and Core Web Vitals

AMP pages often perform well in Core Web Vitals, especially:

  • Largest Contentful Paint
  • First Input Delay
  • Cumulative Layout Shift

Better Core Web Vitals can positively influence search visibility.

Speed Matters More Than AMP

Google cares about results, not the technology itself.

If a non-AMP page loads fast and provides great user experience, it can perform just as well or better than AMP.

AMP vs Non-AMP Pages

Understanding the comparison helps make better SEO decisions.

Advantages of AMP Pages

AMP pages offer:

  • Faster load times
  • Simplified code
  • Better performance on slow networks
  • Easier compliance with performance best practices

For news and content-heavy sites, these benefits were very attractive.

Disadvantages of AMP Pages

AMP also comes with limitations:

  • Restricted design flexibility
  • Limited JavaScript usage
  • Complex tracking setups
  • Dependency on Google cache

Some businesses felt AMP reduced branding control.

H3: User Experience Comparison

AMP pages usually load faster, but:

  • Fast non-AMP pages can offer richer interactions
  • Custom designs work better without AMP restrictions

Modern optimization techniques reduced the gap.

AMP and SEO Strategy

AMP should never be implemented blindly.

When AMP Makes Sense

AMP can be useful for:

  • News publishers
  • Blogs with high mobile traffic
  • Content sites targeting fast consumption
  • Websites with limited development resources

When AMP Is Not Necessary

AMP may not be ideal for:

  • Ecommerce websites
  • Highly interactive platforms
  • Custom web applications
  • Sites already optimized for speed

Many ecommerce sites moved away from AMP due to tracking and conversion issues.

AMP Implementation Basics

Creating AMP Pages

There are two main approaches:

  • Paired AMP where you have both AMP and non-AMP versions
  • AMP-only pages where AMP is the primary version

Each approach has SEO implications.

Canonical and AMPHTML Tags

Correct tagging is critical.

Non-AMP page:

<link rel=”amphtml” href=”amp-version-url”>

AMP page:

<link rel=”canonical” href=”original-page-url”>

This prevents duplicate content issues.

Validation of AMP Pages

AMP pages must be valid to appear properly in Google Search.

Validation ensures:

  • Correct AMP HTML
  • Allowed components only
  • No disallowed JavaScript

Invalid AMP pages may lose AMP benefits.

AMP and Tracking Challenges

Analytics Limitations

Tracking user behavior on AMP can be harder because:

  • Custom JavaScript is limited
  • Analytics setup is different
  • Cross-domain tracking can be complex

This affected marketing insights for many brands.

Advertising on AMP Pages

AMP supports ads, but:

  • Fewer ad formats
  • Limited customization
  • Lower revenue potential for some publishers

This caused many sites to rethink AMP adoption.

AMP’s Evolution and Google’s Shift

AMP’s role has changed significantly over time.

Removal of AMP Requirement for Top Stories

Google removed the requirement that pages must be AMP to appear in Top Stories.

This change reduced AMP dependency and encouraged broader performance optimization.

Focus on Page Experience

Google now emphasizes:

  • Core Web Vitals
  • Mobile usability
  • HTTPS
  • Safe browsing

AMP is no longer special. Performance is.

Is AMP Still Relevant Today?

AMP is not dead, but it is no longer essential.

Current SEO Perspective

From a senior SEO standpoint:

  • AMP is optional
  • Speed and UX matter more
  • Non-AMP pages can perform equally well

AMP is a tool, not a requirement.

Modern Alternatives to AMP

Many sites now use:

  • Lightweight frameworks
  • Server-side rendering
  • Image optimization
  • Lazy loading
  • CDN delivery

These achieve similar or better results without AMP restrictions.

AMP and E-E-A-T Considerations

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

AMP does not directly impact E-E-A-T, but indirectly supports it.

Experience and User Satisfaction

Fast pages improve user experience, which builds trust.

Users are more likely to:

  • Stay longer
  • Read more content
  • Return to the site

Trust and Transparency

Some users felt confused when AMP pages were served from Google URLs.

Clear branding and canonical signals help maintain trust.

H3: Expertise and Content Quality Still Matter Most

No matter how fast a page loads:

  • Thin content will not rank well
  • Poor expertise signals will fail

AMP cannot fix weak content.

Common AMP SEO Mistakes

Incorrect Canonical Setup

Wrong canonical tags cause:

  • Indexing confusion
  • Ranking loss
  • Duplicate content issues

Missing Structured Data

AMP supports structured data.

Missing it can:

  • Reduce rich results
  • Lower visibility
  • Limit SERP enhancements

Ignoring Non-AMP Pages

Some sites optimized only AMP versions and neglected main pages.

This caused long-term SEO problems.

AMP on Google Search played an important historical role in improving mobile performance standards.

Today:

  • AMP is no longer required
  • Performance and UX matter more than technology
  • Well-optimized non-AMP pages can succeed

Choose AMP only if it aligns with your site goals, resources, and audience.

Key Takeaways

  • AMP improves speed but is not a ranking factor
  • Google Search values performance, not AMP itself
  • Core Web Vitals matter more than AMP
  • Content quality and E-E-A-T remain essential
  • AMP is optional, not mandatory

Rocket

Automate Your SEO

You're 1 click away from increasing your organic traffic!

Start Optimizing Now!

SEO Academy