With technology the way it is today, people are becoming more and more impatient for new things to be released and updates to be created. Google have acknowledged this and stated the goal of a “better, faster mobile internet”, and with this, we saw the launch of their project AMP, and it’s been very effective so far!

What is AMP?

Accelerated Mobile Pages (AMP) is a stripped down framework that aims to provide users with fast-loading mobile web pages. AMP runs on a version of HTML that has been altered, stripping away any additional elements that result in the mobile pages to loads slower. This HTML is known as AMP HTML and removes elements such as JavaScript and so on.

By stripping these elements from the original HTML in order to create the AMP HTML, you are however removing some of the elements that advertisers depend on in order to get their message across to all of their viewers, but with sources such as Facebook Instant Articles, there are ways for marketers and advertisers to work around this.

Who Benefits from AMP?

AMP is not only a huge benefit to mobile users, who are now able to view content at a much faster speed, but it is also beneficial to publishers, developers and platforms. For publishers, AMP allows them to gain more traffic to individual pieces of content, through faster loading, therefore the content will be viewed quicker and the viewer will have access to additional content pieces from that publisher too. For developers, having AMP HTML reduces the HTML code used, making it simpler to create the mobile pages that will render much faster than the usual page would have. You then have platforms, who benefit greatly from AMP. Take Facebook as an example, they have created their Instant Articles feature, which enables its mobile users to view content supplied by publishers without having to go to their site first. Facebook can supply you with hundreds of content pieces and its users will go to Facebook to read them, generating more activity and traffic for the Facebook platform. There’s been a strong pattern emerging throughout the platforms, as LinkedIn, Twitter, Pinterest and Google are using AMP to provide its users with fast content, which dramatically increases the user experience.

Mobile Only

AMP is a mobile only feature, that works at rendering static content much faster than it usually would. When searching for content such as a news article into Google Chrome, you will notice a carousel of images positioned above the blue links. This is the content that has AMP and will therefore be much faster to view on your mobile device.


The way to see if your SERP has content available with AMP is simple, the content will either show up as images in a carousel, or you will notice the AMP text next to the publisher providing the content. The AMP content will always appear top of your search engine results page (SERP) and therefore makes it much easier for you to access the content.


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