AMP – what it is and how it works?

AMP (Accelerated Mobile Pages) is an open-source technology that revolutionises the way pages are browsed on mobile devices thanks to lightning-fast content loading. By simplifying HTML code, optimising JavaScript and using Google cache, AMP reduces page loading times by as much as 50-80%. Find out how AMP works, what benefits it offers and whether it is still worth implementing this technology in the era of growing mobile user expectations.

What is AMP and how does it work?

AMP (Accelerated Mobile Pages) is an open-source technology that appeared in 2015. Its main task is to speed up the performance of websites on mobile devices. It works by optimising HTML and JavaScript code and using Google cache, which allows content to be displayed almost instantly. It works particularly well on pages dominated by static elements, such as articles or blogs.

AMP is based on three key components:

• AMP HTML – a simplified version of standard HTML, enriched with additional tags that eliminate unnecessary elements that slow down loading,
• AMP JS – a resource management library that ensures smooth page performance without overloading the browser,
• Google AMP cache – stores copies of pages, enabling them to be displayed to users instantly.

This technology minimises delays by removing unnecessary scripts and CSS styles. Pages using AMP are stored in Google cache, so when a user clicks a search result, the content appears almost immediately. Users can therefore enjoy quick access to information without having to wait a long time for all elements to load.

Implementing AMP requires following specific coding rules and verifying the page with tools such as Google Search Console. Although since 2021 Google no longer highlights AMP pages with special markings in search results, this technology can still significantly improve the mobile user experience and increase website loading speed. It is worth considering its use, especially if the priority is optimisation for portable devices.

1. 01Mobile accelerationSpeed on smartphones
2. 02Code optimisationMinimising HTML/JS/CSS
3. 03Google cacheInstant content loading

A key technology for near-instant access to static content on mobile devices.

AMP as an open-source technology

AMP, as an open-source technology, gives publishers the freedom to introduce their own modifications and improvements, which contributes to its dynamic development. The open nature of this technology has made it a coding standard that makes it easier to adapt pages to the requirements of mobile devices. Access to the source code allows developers to make changes and share them with others, which further drives innovation.

The flexibility of AMP stems from its open structure. This technology integrates seamlessly with various platforms, enabling publishers to adapt pages to individual needs without breaking its rules. As a result, it not only speeds up website loading but also allows for the creation of personalised solutions for mobile users.

The development of AMP is driven by an active open-source community. Developers from around the world collaborate to improve the technology, which translates into its efficiency and universality. It is thanks to this that AMP remains a current and reliable tool in optimising websites for portable devices.

How does AMP speed up page loading?

AMP speeds up page loading primarily thanks to Google AMP Cache, a special cache that stores copies of websites. When a user clicks an AMP page link, they are redirected to the version stored in the cache, which eliminates the need to download data from the source server. As a result, loading time is reduced by as much as 50-80% compared with traditional pages. What is more, AMP minimises the use of JavaScript scripts from third-party providers, replacing them with its own AMP JS library. This optimises resource management and ensures smooth content rendering. Page elements load asynchronously, which means they do not block one another, and the user sees the content almost immediately after opening. A key role is also played by the simplified AMP HTML code, which eliminates unnecessary elements such as extensive CSS styles or advertising scripts. As a result, the page performs more efficiently even on less powerful devices. The result? AMP pages load in less than a second on average, significantly improving the experience of mobile users and increasing their engagement.

1. 01Lightning-fast loadingOn average <1 second on mobile.
2. 02Greater engagementLower bounce rate.
3. 03Better visibilityBetter Core Web Vitals.

AMP speed improves user experience and SEO in Google.

The role of AMP in rendering static pages

AMP plays a key role in optimising static pages, such as articles or blogs, which do not require dynamic interactions. Its architecture has been designed to minimise delays and maximise performance. By eliminating unnecessary elements, such as complex JavaScript scripts or extensive CSS styles, AMP significantly speeds up content loading. The basis of this technology is AMP HTML, which uses simplified code to render pages quickly. In addition, AMP JS manages resources asynchronously, which means that individual page elements load independently of one another. This allows users to access content immediately without having to wait for the entire site to load. Another important element is Google AMP Cache, which stores copies of static pages. When a user clicks a link to an AMP page, the content is fetched from Google’s cache rather than from the origin server. This makes the page display almost instantly, which is especially important for mobile users. As a result, AMP provides smooth and lightning-fast rendering of static pages, which translates into a better user experience and greater engagement.

Following AMP rules

For a page to work properly within the AMP technology, it is crucial to follow its rules. Taking advantage of this technology requires meeting specific technical requirements. Tools such as AMP Validator help verify whether the page code complies with AMP rules. Any errors must be fixed before publication.

The basic step in implementing AMP is adapting the HTML code to the AMP HTML standards. In practice, this means:

• removing custom JavaScript scripts and replacing them with equivalents from the AMP JS library,
• embedding CSS styles directly in the page header,
• ensuring that the size of the CSS styles does not exceed 75 KB.

Integration with Google Search Console also plays a key role. This tool makes it possible to:

• monitor the correctness of AMP implementation,
• detect issues such as incorrect tags or missing elements.

Ignoring AMP rules can lead to a lack of support for this technology. As a result, the page will not be able to use Google’s cache or other benefits associated with fast content loading. That is why careful adherence to the guidelines is key to achieving optimal results.

1. 01HTML adaptationUse AMP HTML.
2. 02Replacing JavaScriptUse the AMP JS library.
3. 03Media adaptationUse <amp-img> and video.
4. 04Finding alternativesFor external scripts.

Implementation requires specialised AMP HTML and AMP JS code, as well as the elimination of most external scripts for faster loading.

Is AMP still used?

AMP still has its place in the tech world, although its importance has evolved over the years. Since 2021, Google has stopped treating this technology as a ranking factor in search, which has prompted many site owners to reassess its value. Even so, AMP can still be useful, especially in the context of mobile optimisation.

One of AMP’s biggest advantages remains lightning-fast page loading. Thanks to simplified HTML code, the AMP JS library and the use of Google cache, these pages can operate even 50-80% faster than standard sites. This translates into a better mobile user experience, which is extremely important at a time when smartphones dominate the way people use the internet.

This technology also has a positive impact on Core Web Vitals – a set of metrics measuring page performance. Faster loading and smoother content rendering can improve key metrics such as Largest Contentful Paint (LCP) and Cumulative Layout Shift (CLS), which in turn can increase the site’s visibility in search results.

However, with the emergence of modern optimisation solutions such as lazy loading and advanced JavaScript frameworks, many sites achieve similar results without the need to use AMP. Therefore, the decision to implement it should be preceded by a thorough analysis of the needs of a given site and its audience.

For sites based mainly on static content, such as blogs or news portals, AMP can still be a valuable tool. On the other hand, more complex e-commerce platforms or web applications may benefit more from alternative optimisation methods.

Although AMP is no longer a key element of success in search results, it can still be a valuable addition to a mobile optimisation strategy for selected types of websites.

Is AMP still relevant in 2024?

In 2024, AMP technology still has its place, although its importance in the context of SEO has evolved. Since 2021, Google has stopped treating AMP as a ranking factor, which means that sites using this technology are no longer automatically favoured in search results. Nevertheless, AMP can still have a positive impact on key performance indicators, such as Core Web Vitals, which play an important role in SEO.

One of AMP’s biggest advantages is extremely fast page loading, especially on mobile devices. Sites based on this technology can load in under a second, which significantly improves user experience and increases engagement. That is why AMP still works well where speed matters, e.g. on blogs or news portals.

On the other hand, the development of modern optimisation methods, such as lazy loading or advanced JavaScript frameworks, allows many sites to achieve similar performance without the need to use AMP. As a result, the decision to implement it should be preceded by a thorough analysis of the site’s needs and the preferences of its audience.

Although AMP is no longer a key SEO tool, it can still be a valuable solution for those websites that prioritise instant loading of content on mobile devices.

Why is it worth implementing AMP?

Implementing AMP technology offers a range of benefits that significantly affect user experience and website performance. One of the key advantages is the substantial acceleration of page loading on mobile devices. Thanks to AMP, pages load in less than a second on average, which is hugely important in the era of smartphone dominance. Such speed translates into greater user engagement, a lower bounce rate and longer time spent on the site.

Another advantage is better visibility in search results. Although Google no longer marks AMP pages with special icons, loading speed still affects rankings. Sites based on this technology often achieve better results in Core Web Vitals metrics, such as Largest Contentful Paint (LCP) or Cumulative Layout Shift (CLS), which can result in higher positions in the SERP.

AMP also contributes to higher conversions. Studies indicate that faster-loading sites generate up to 20% more conversions than those with longer load times. For owners of online stores or news portals, this means measurable financial benefits.

In addition, this technology improves the user experience on mobile devices, meeting users’ expectations for instant access to content. Thanks to simplified HTML code and the use of Google’s cache, pages are not only lightning fast, but also stable and intuitive to navigate.

It is worth considering implementing AMP where the priority is mobile optimisation and improving key performance indicators. This tool effectively supports the development of competitive websites.

Improving loading speed on mobile devices

AMP significantly improves page loading speed on mobile devices, which is extremely important for users expecting instant access to content. Thanks to the optimisation of HTML and JavaScript code and the use of the Google AMP Cache, pages usually load in less than a second. This means that users can enjoy smooth access to information without unnecessary waiting.

One of the key factors behind the speed improvement is Google AMP Cache. It stores copies of pages, allowing content to be fetched from the cache rather than from the origin server. As a result, delays related to data transfer are eliminated, and loading time is reduced by as much as 50-80% compared with traditional pages.

AMP technology also limits the use of JavaScript scripts from external providers, replacing them with its own AMP JS library. This library optimises resource management and ensures smooth content rendering. Page elements load asynchronously, which means they do not block one another, and the user sees the content almost immediately after opening the page.

The simplified AMP HTML code removes unnecessary elements, such as extensive CSS styles or advertising scripts. As a result, the site works more efficiently even on lower-performance devices. In effect, AMP pages are not only fast, but also stable and easy to navigate.

Faster loading has a direct impact on mobile user experience. Research shows that faster-loading sites generate up to 20% more conversions than those with longer load times. For owners of online stores or news portals, this means real financial benefits.

Implementing AMP is particularly beneficial for sites based on static content, such as blogs or press articles. This technology ensures instant content display, which translates into greater user engagement and better results in Core Web Vitals metrics, such as Largest Contentful Paint (LCP) or Cumulative Layout Shift (CLS).

Impact on the site’s visibility in search results

The AMP technology plays an important role in increasing the visibility of pages in search results, primarily thanks to its ability to speed up content loading. Google has long prioritised speed, and AMP fits these expectations perfectly. By using the Google AMP Cache and simplified HTML code, pages based on this technology load even 50-80% faster than traditional sites. This, in turn, translates into a better mobile user experience, which is crucial for keeping users engaged.

Although since 2021 Google has no longer highlighted AMP pages with special markings (such as the lightning bolt icon), this technology can still have a positive impact on a page’s position in search results. Loading speed has a direct effect on key performance metrics such as Core Web Vitals, which include Largest Contentful Paint (LCP) and Cumulative Layout Shift (CLS), among others. Better results in these areas can result in a higher position in the SERP.

What is more, AMP pages often have a lower bounce rate and longer time spent by users. These factors are also taken into account by Google’s algorithms when determining rankings. Research shows that faster-loading sites generate even 20% more conversions than those with longer loading times – this is especially important for online stores and news portals.

It is also worth noting that AMP technology can increase click-through rate (CTR) by improving the overall usability of the site. Mobile users are more willing to engage with content that is easily accessible and loads quickly, which translates into a greater number of visits and interactions.

Although AMP is no longer a direct ranking factor, its impact on a site’s visibility remains significant thanks to improved performance and mobile user experience.

Improving user comfort

The AMP technology significantly improves user comfort by offering lightning-fast loading of websites. As a result, content becomes available almost instantly, which translates into a better browsing experience. Research shows that sites loading in less than a second generate even 20% more conversions than those with a longer waiting time.

At the heart of this technology is Google AMP Cache, which stores copies of pages, eliminating delays associated with fetching data from the origin server. As a result, content is displayed almost immediately, which is especially important for mobile users expecting quick access to information.

The simplified AMP HTML code and the AMP JS library minimise the use of unnecessary scripts and CSS styles. As a result, the page runs smoothly even on less powerful devices. Asynchronous loading of elements prevents individual parts of the site from blocking, which further improves the user experience.

As a result, AMP technology not only increases loading speed, but also reduces the frustration associated with waiting a long time for content. This leads to a lower bounce rate and longer time spent on the page. In the era of mobile device dominance, such benefits are crucial for achieving online success.

Components of AMP

AMP technology is based on three key components that work together to significantly improve the performance and loading speed of websites. Each of them has a unique function that contributes to speeding up site operation.

The first of these is AMP HTML, a simplified version of standard HTML code. It contains special tags that eliminate unnecessary elements slowing down the page. It also requires the use of lightweight CSS styles and limits the use of JavaScript, which translates into faster content rendering.

Another important element is the AMP JS library, which manages site resources asynchronously. As a result, individual components load independently of one another, ensuring smooth site performance. Users can access the content straight away without having to wait for the entire page to load.

The final component is the cache mechanism, known as Google AMP Cache. It stores copies of AMP pages, allowing them to be displayed to users instantly. When someone clicks a link to such a page, the content is fetched from Google’s cache rather than from the origin server. This solution significantly reduces loading time and improves the mobile user experience.

The interaction of these three elements – AMP HTML, the AMP JS library and the cache mechanism – creates a coherent optimisation system. Thanks to it, pages load instantly, which translates into greater user engagement and better performance results.

AMP HTML and its tags

AMP HTML is a special version of standard HTML, designed for lightning-fast loading on mobile devices. Its main goal is to eliminate unnecessary elements that can affect site performance. To achieve this, it introduces unique tags that replace traditional HTML tags to optimise content display even further.

Key AMP HTML tags include:

• <amp-img> – replaces the standard <img> tag, enabling asynchronous image loading without blocking the rest of the page,
• <amp-video> – used to embed videos in a performance-friendly way,
• <amp-ad> – allows ads to be displayed without negatively affecting loading speed,
• <amp-analytics> – enables the collection of analytics data without overloading the browser.

All of these elements have been designed to minimise delays and ensure smooth site performance. In addition, AMP HTML requires the use of lightweight CSS styles and limits the use of JavaScript scripts to those provided by the AMP JS library. As a result, pages perform efficiently even on devices with less processing power.

Implementing AMP HTML involves following a set of specific rules. For example, CSS styles must be embedded directly in the page header and cannot exceed 75 KB. In addition, custom JavaScript scripts must be replaced with their equivalents from the AMP JS library.

This technology is particularly effective for pages based on static content, such as blogs or news portals. Thanks to simplified code and special tags, AMP pages load up to 50-80% faster than traditional websites. This translates into a better mobile user experience and increased engagement with the content presented.

AMP JavaScript library

The AMP JavaScript library is at the heart of AMP technology, managing page resources asynchronously. This means individual site elements load independently, eliminating issues related to content rendering being blocked. It replaces traditional JavaScript scripts, which often slow pages down, especially on mobile devices.

The library’s main task is to optimise performance by minimising delays. It ensures smooth loading of images, videos and adverts without overloading the browser. All resources are managed on a priority basis, allowing users to quickly reach the key content.

The library works closely with other AMP technology components, such as AMP HTML and the cache mechanism. This integration means pages load up to 50-80% faster than traditional websites. As a result, mobile users enjoy a better experience and engagement metrics increase.

Importantly, the library is continually developed by the open-source community. This ensures it remains up to date and compatible with the latest web standards. As a result, pages using AMP remain competitive in terms of performance and speed.

Cache mechanism in AMP

The cache mechanism in AMP plays a key role in the lightning-fast loading of websites. It works by storing copies of pages in a special cache known as Google AMP Cache. When a user clicks a link to such a page, instead of fetching data from the source server, the content is delivered directly from Google’s cache. This solution significantly reduces delays, cutting loading time by up to 50-80% compared with standard pages.

The main advantage of this mechanism is instant access to content. AMP pages are stored in a ready-to-display form, which eliminates the need to wait a long time for all elements to load. This means users can enjoy a smooth experience, especially important on mobile devices, where speed has a huge impact on engagement.

The cache mechanism works closely with other AMP elements, such as AMP HTML and the AMP JS library, creating a coherent optimisation system. Pages not only load faster, but also remain stable even on devices with limited performance. As a result, this technology significantly improves the mobile user experience and increases their interest in the content presented.

How to implement AMP on a site?

Implementing AMP on a website requires preparing two versions: the standard one and one that meets AMP requirements. The first step is to adapt the HTML code to the AMP HTML specification, which means replacing traditional tags, such as <img>, with their AMP equivalents, for example <amp-img>. In addition, custom JavaScript scripts must be removed and replaced with functionalities from the AMP JS library.

Multimedia, such as images or videos, must also be adapted to AMP requirements. For example, images should use the <amp-img> tag, and videos – <amp-video>. It is worth remembering that this technology does not support form elements or JavaScript scripts from third-party providers. Therefore, alternative solutions for these functionalities are necessary.

Once the AMP version has been prepared, it should be properly marked in the original version of the site. This can be done by adding a rel link (<link rel=”amphtml” href=”AMP_version_URL”>) in the <head> section of the standard page. This allows Google to detect and index both versions of the site.

A key stage is testing the correctness of the implementation using tools such as Google Search Console or AMP Validator. These tools help detect errors related to incorrect tags or non-compliance with AMP rules. After making the necessary fixes, it is worth monitoring the performance of both versions of the page. This will allow you to assess the effectiveness of the implementation and, if necessary, introduce further optimisations.

Implementing AMP can bring benefits, especially for pages based on static content, such as blogs or news portals. Thanks to fast loading and a better mobile user experience, this technology can help increase engagement and improve results in performance metrics such as Core Web Vitals.

Preparing a site for AMP implementation

Preparing a site for the implementation of AMP is a process that requires several important actions to ensure compliance with the principles of this technology. First, you need to develop an AMP version based on simplified HTML code that conforms to the AMP HTML specification. In practice, this means replacing standard tags such as <img> with their AMP equivalents, e.g. <amp-img>. Additionally, custom JavaScript scripts must be removed and replaced with ready-made solutions from the AMP JS library.

The next step is to adapt multimedia to AMP requirements. Images should be embedded using the <amp-img> tag, and videos – <amp-video>. It is worth noting that this technology does not support form elements or JavaScript scripts from external providers. Therefore, it is crucial to find alternative methods of delivering these functions.

Once the AMP version has been prepared, it should be properly marked on the original site. This can be done by adding a rel link (<link rel=”amphtml” href=”URL_wersji_AMP”>) in the <head> section of the standard page. This allows Google to detect and index both versions of the site.

It is extremely important to test the implementation using tools such as Google Search Console or AMP Validator. They help identify errors related to incorrect tags or non-compliance with AMP rules. After making the necessary fixes, it is worth monitoring the performance of both versions of the site in order to assess the effectiveness of the implementation and, if necessary, introduce further optimisations.

Implementing AMP technology can bring particular benefits to sites based on static content, such as blogs or news portals. Thanks to fast loading and a better mobile user experience, it can help increase engagement and improve results in performance metrics such as Core Web Vitals.

Testing and optimising AMP

Testing and optimising AMP are essential stages after implementing this technology, aimed at ensuring the site functions correctly and meets performance standards. After creating an AMP version compliant with the guidelines, it is crucial to carry out detailed tests that will help identify potential errors and irregularities.

To check the correctness of the code and compliance with AMP rules, it is worth using tools such as Google Search Console or AMP Validator. During testing, it is worth focusing on several important aspects:

• correctness of HTML tags such as <amp-img> or <amp-video>,
• CSS style compliance with the 75 KB limit,
• proper functioning of multimedia and advertising elements.

If errors are detected, they should be corrected immediately so that the site can be properly indexed by Google and use the Google AMP Cache.

AMP optimisation also includes tracking key performance indicators such as Largest Contentful Paint (LCP) and Cumulative Layout Shift (CLS), which have a direct impact on the mobile user experience. Regular analysis of these metrics makes it possible to introduce further improvements, for example by reducing image loading times or optimising JavaScript code.

It should be remembered that optimisation is an ongoing process. Even after a successful AMP implementation, it is worth regularly monitoring site performance and adapting it to the changing requirements of users and search engine algorithms. This ensures the site will run smoothly, and mobile users will be able to enjoy quick access to content.

The most common implementation difficulties

Implementing AMP technology can bring many benefits, but it also involves certain challenges that require careful preparation. One of the key aspects is adapting HTML code to the requirements of AMP HTML. This means that standard elements such as <img> must be replaced with their AMP equivalents, e.g. <amp-img>. In addition, custom JavaScript scripts are not supported and must be replaced with functionality available in the AMP JS library.

Another challenge is the limitations related to the use of JavaScript. This technology does not allow the use of scripts from external providers, which may be problematic for sites using advanced functions based on this language. In such cases, it is necessary to look for alternative solutions or give up some functions.

Multimedia also requires a special approach. Images must be embedded using the <amp-img> tag, and videos – <amp-video>. It is worth remembering that this technology does not support form elements or JavaScript scripts from external sources, which may require additional modifications.

Testing the correctness of the implementation is a key stage of the process. Tools such as Google Search Console or AMP Validator help identify errors related to incorrect tags or non-compliance with AMP rules. After making the necessary fixes, it is worth monitoring the performance of both versions of the site in order to assess the effectiveness of the implementation and possibly introduce further optimisations.

The AMP technology works particularly well on sites based on static content, such as blogs or news portals. Thanks to fast loading and a better mobile user experience, it can help increase engagement and improve results in performance metrics such as Core Web Vitals.