When AMP was first released, it seemed like a fantastic idea: By taking away more complex coding, content loaded at lightning speed on mobile devices. Plus, a case study by Kinsta found AMP reduced leads by as much as 59 percent. Google recently stopped showing the AMP badge in search results, which indicates AMP is losing credibility with users. However, in the last few years, AMP has lost its shine. Many experts called it the future of marketing. What Are the Pros and Cons of AMP?ĪMP first showed up in search results in February 2016 to much fanfare. If your site offers an AMP version, the user is automatically redirected to the AMP page, which reduces the load time and can have major implications for conversions, ad revenue, and more. This is because the page is actually hosted on Google’s servers, not mine, which means Google can deliver the page faster, but site visitors never hit my actual website. Initially, AMP pages showed up in the search results with a lightning bolt icon, indicating they are AMP and would load faster:Ĭontent Marketing Made Simple: A Step-by-Step Guideįor the AMP page, the URL includes an AMP prefix, which looks like this: This can be great for mobile users, who can read articles and blog posts in seconds rather than wait for complex elements to load.
AMP works by stripping pages down to their most essential parts and storing a cached version on Google servers, which allows them to deliver content almost immediately.įeatures like videos, ads, and animations are removed, leaving only the most useful content and images. (Spoiler: Probably not.) What Are Accelerated Mobile Pages (AMPs)?Īccelerated Mobile Pages, also called AMPs, are an open-source coding project created by Google to help websites load faster on mobile devices. This updated guide to AMP covers everything you need to know, including what AMP is, why it matters, how it works, pros and cons, and whether you should bother implementing it in 2021. What’s the deal with AMP? Is it still relevant in 2021? Why did it matter in the first place? In 2021, Google quietly removed the AMP symbol from the search results. In the last few years, however, there’s been less talk about AMP. Many large sites like Twitter made the move and Google insisted it was here to stay. When it was first released, AMP was kind of a big deal. Speed is so crucial that Google implemented several programs to improve it, including accelerated mobile pages, aka AMP. When it comes to your website, faster is better.įaster loading pages rank higher, have lower bounce rates, and result in happier site visitors.
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