Accelerated Mobile Page (AMP): How it Improve Page Load Time

Have you heard about Google accelerated mobile page or AMP and you want to know how it works?

When it comes to increasing your blog page loading speed, AMP could be the option to increase page loading speed. It’s much easier to install the AMP plugin on WordPress. Google AMP helps to increase your ranking on Google.

Is AMP a ranking factor?

No, AMP is not a ranking factor but page speed is. For the fact that AMP improves your blog loading speed, then you’re likely to rank because page speed is a ranking factor.

You can check this guide on how to rank your blog.

Google AMP is good if you want to increase your blog loading speed, as AMP increases blog loading speed which helps in ranking there are some disadvantages to AMP you should know too.

This guide will educate you on how AMP works, how to use it, and the pros and cons.

Google removed the AMP icon from search results quietly in 2021, this is like AMP is dead.

The goal of AMP is to improve your blog loading speed but it seems Google isn’t concerned about it anymore.

What is Accelerated Mobile Page (AMP)?

The accelerated mobile page is an open-source project created to help improves your blog loading speed. It’s was created by Google, and it works by storing a cached version of your blog pages on Google servers.

AMP stores a cached version of your blog pages on Google servers which makes it deliver content faster.

This is great for mobile users because it delivers your content to your readers almost immediately.

So if mobile users is your goal, AMP could help but read on to discover the cons.

Accelerated mobile page URL looks like the one below:…

As you can see that it starts with the domain name, meaning that your accelerated mobile page is stored on Google servers.

Since the blog pages are stored on Google’s servers then it improves the page loading speed and helps your ranking, but this could cause a bad impact on conversions, ad revenue, and more.

The Pros and Cons of Accelerated Mobile Page (AMP)?

There are pros and cons of the Google accelerated mobile page and it’s good to know about it before you use it on your blog.

When Google removed the AMP badge from the search results in 2021, some experts says “AMP is dead”.

According to a case study by Kinsta, they found out that AMP reduced leads by almost 59 percent.

When the accelerated mobile page was released in 2016, a lot of experts say it was here to stay. But it seems the story has changed now in 2022 because Google doesn’t give concern to the AMP project again. Google even stop showing the AMP icon in the search results.

The Accelerated Mobile Page (AMP) Pros

This is the advantage of using the Google AMP on your blog.

Improve website loading time: The accelerated mobile page was created to help improve website loading time. Since speed became a ranking factor, so Google develop an open-source project which is AMP to help you eliminate unnecessary elements in your website and deliver your content faster.

Increase search rankings: Google believes in user’s experience, so since a case study that readers don’t wait longer than a few seconds before abandoning your website if it’s slow to deliver content. So if you have a good loading time score on your website, then Google ranks your blog because it believes that you pay attention to your audience.

WordPress makes it easy: Implementing an AMP on your blogger blog could be cumbersome. There are AMP plugins on WordPress that do the working for you easily after you activate it.

Accelerated Mobile Page (AMP) Cons

It’s not everyone that likes the AMP, you can work on your website to improve the loading time or hire someone to help you without using AMP. Some cons of AMP include:

Add to implement on non-WordPress site: You need a coding experience or hire a dev to help you implement the accelerated mobile page on your website if it’s not hosted on WordPress.

It reduced ad revenue: The AMP was created to improve your website loading time, so it shows fewer ads to increase your website loading time. AMP limits your website’s JavaScript code to increase your website loading time, this will increase your website loading time but not so great if ads are your main source of income.

It reduced JavaScript code: AMP stores cached versions of your blog to deliver content faster, but it limits your website theme and ads JavaScript code to improve your website loading time.

Reduce social sharing: The majority of social sharing buttons are developed using JavaScript, so the AMP may not display them.

Risk of duplicate content: If the AMP plugin you are using isn’t well coded, then your content might be duplicated, which is bad for SEO.

Limited analytics: You can’t get most of the analytics you need as the accelerated mobile page is hosted on Google servers. So it is more like Google is just displaying your blog pages snapshots to readers on their server.

Should I Activate AMP For My Website?

This is the question you should ask after reading the pros and cons of AMP for a website.

Honestly, I don’t use AMP on my websites and I won’t use it in the future.

Does that mean you shouldn’t use it?

No, AMP is still effective even after Google stopped showing the badge on the search results. The question is – Is AMP for you?

Don’t just use AMP without asking yourself if it’s for you, why?

Remember that AMP reduced 3rd party JavaScript code on your website, this could hurt your website if it’s highly branded.

If your blog or website is highly branded, then AMP could be a disaster as it can limit something features on your website which could be bad for your brand.


AMP was kind of a big deal when it was released, but bigger sites are moving away from it since Google stopped showing the badge in the search results.

You can use AMP if it’s good for your website, but trust me you can increase your website loading time without using AMP.

I hope you like this? Share your experience with AMP in the comments section below.

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