What Is AMP? Should You Implement AMP On Your Website?


If the mobile page load time isn’t fast enough for the customer, they will end up bouncing and probably won’t return. Hence, page load time is one of the leading causes of page bounce; what’s worse, users will not only leave the page but 79 percent of users will never return after having a sluggish experience on a webpage. Thus, it’s important to amplify your mobile websites and post-click landing pages to ensure this will not happen to your mobile web page.

What is an AMP?

The mobile-first index takes priority over Google’s conventional desktop index, providing the most relevant results depending on the computer being used to search. This emphasizes the importance of webmasters implementing a completely responsive design that is tailored to users on every platform. 

Google has made this transition easier for webmasters by launching an open-source project that uses stripped-down HTML files to generate quick, mobile-friendly versions of web pages. 

And thus, this answers your question of what is an AMP. The above-mentioned HTML files are formerly known as Accelerated Mobile Pages, and they commonly can be identified in mobile search results by a lightning bolt symbol. And by using the rel=” amp HTML” tag in their HTML, websites can easily serve AMP pages.

What is an AMP in SEO’s primary purpose?

The following is the working of an AMP in SEO (search engine optimization). Using an AMP ends up removing the need for additional CSS requests and certain page elements, such as large images, CTAs (in certain cases), and a lot of backend code. This has the needed effect of showing a significant rise in speed.

By allowing AMP caching, AMP speeds up webpage load times by as much as a second of total load speed. Essentially, Google takes advantage of this feature by preloading AMP documents in a search results page using a single iFrame, making pages appear to load instantly. 

AMP records can also be retrieved directly from the AMP library’s original server. A document with AMP HTML and AMP JS makes up the AMP library. Unfortunately, retrieving these records does not always happen in an instance.

What is an AMP Made up of?

A three-step AMP configuration is used on pages with AMP code. 


Most of the tags in AMP HTML are standard HTML tags, but some are replaced with AMP-specific tags. These custom tags are known as AMP HTML components, and they make it simple to implement common tag patterns in a performant manner. The HTML tag allows search engines and other sites to find AMP websites.

  • AMP JavaScript

The AMP JS library ensures that AMP HTML pages are rendered quickly. The JS library uses many of AMP’s best performance practices, such as inline CSS and font triggering, to handle resource loading and provide custom HTML tags for fast page rendering.

All from external resources are asynchronous with AMP JS, so nothing on the page will prevent something from rendering. Other performance strategies used by the JS include iframe sandboxing, pre-calculating the layout of each page element before resources are loaded, and disabling slow CSS selectors.

  • AMP Cache 

The built-in validation mechanism in AMP Cache guarantees a page is guaranteed to work, and that it is not dependent on external factors that might slow it down. The validation scheme relies on a set of statements to ensure that the page’s markup complies with the AMP HTML specifications. 

What is an AMP on WordPress?

Accelerated Mobile Pages (Google AMP Project) functionality is open-source software that is automatically added to your WordPress site with AMP for WordPress. This AMP speeds up the website for all mobile users. 

The AMP for WordPress plugin is quite easy to set up as you are provided with some tutorials and guides from the official AMP website which can help you dive deeper into the WP plugin. Voluntary developers along with semi-technical users are also provided with the option to modify their plugin as per their wishes and needs.

Should you implement AMP on your website?

Let’s look at the pros and cons of having an AMP.  


Sr no. Advantages of AMP Disadvantages of AMP
1. Standardized mobile optimization Tracking problems
2. Improvement in speed Serving cached pages
3. Position in Carousel JavaScript and CSS limitations
4. Improved ranking in mobile-first gen Implementation is not straightforward 



Fast-loading pages result in a lower bounce rate and more conversions. Thus, the AMP framework is the best way to create lightning-fast pages. Although the AMP system was initially designed for news reports and posts, it has since extended to include AMP Ad post-click landing pages.

Because of a lack of information from Google regarding the AMP Project’s effect on rankings, it could be risky for small businesses, even in places such as Dubai. Thus, if some pros on the pro list apply to you, we suggest figuring out how the implementation process will work for your business and weighing the resource cost vs. benefit. You might also create a page or two to evaluate in an AMP environment, it could be more informative than the limited data that was currently available. A recommended digital marketing company that is based in Dubai would be Fatemi Infotech

In the end to give a brief and proper summary of what is an AMP:

AMP stands for Accelerated Mobile Pages, and they are, in a way, stripped-down HTML copies of existing webpage material that is designed to load faster than your regular HTML5 documents. Simply put, it is like taking a mobile-friendly website and reducing it to its basics to make it load faster.