What are accelerated mobile pages?

What are accelerated mobile pages (AMP)?

The rise of smartphones completely changed the way we access our everyday information. We are not using them only to text and call our friends anymore, they become an important part of our lives. Nowadays, individuals consume a massive amount of news on their mobile. It is just simpler for us to read some articles on our way to work, when waiting on queue or even when we are lying in bed after a though day. I guess you wonder now what are accelerated mobile pages and what the rise of mobile have to do with that. Just be patient, we will get there.

Publishers from all over the world are increasing their revenue with various ads. They reach their readers and they gain money from advertising, that’s like killing two birds with one stone. The major problem is that the overloading of these pages make them load slow. This is not good for your business if you want to offer a great user experience, and that’s the main reason why most of the people abandon various websites.

And I completely understand. Most of the time I find myself in the same situation. I look for information on a search engine, I click on a page that takes forever to load so I go back and look for another search result. It’s just as simple as that. After various discussions with technologies companies from all over the world, Google found a solution for this situation: accelerated mobile pages.

What are accelerated mobile pages?

It is an open source project designed with the purpose of helping publishers to increase their loading time for mobile devices, even if they contain content as videos, high-quality graphics, animations, ads, and so on. It is a big step in user experience for mobile, who is always looking for solutions of improving the way we use the technology nowadays.

This project was released in 2016. You can differentiate the accelerated mobile pages from the regular webpages thanks to the acronym that appears on the bottom of the search result. Next to it, you can notice a thunderbolt icon. According to the specialists from Search Engine Land, accelerated mobile pages have an average load time of 0.7 seconds.

Of course, accelerated mobile pages are simple webpages and its manner of working it’s quite simple. “When a request is made, the client receives the cached version while the document is requested again from its original server to be updated in the cache”, wrote Max Prin on a great article about this topic.

Are mobile accelerated pages important in SEO?

At the beginning, AMP was designed for news publishers but it can be also used by e-commerce websites, blogs reach in content and not only. Some specialist are saying that the accelerated mobile pages are the future of the mobile web, while others are saying that the future is still uncertain. What’s certain is that more and more businesses are starting to use it. So, it can become a standard one day.

Let’s talk now about how it can influence the ranking in the search engines. It’s a well-known fact that speed is an important ranking factor. If we have two articles with similar characteristics, but different speeds, the one that load faster will rank over the other one.

This is why we and other marketers believe that accelerated mobile pages are indirectly influencing the search results. They get more clicks and the bounce rate decrease because the page has a great speed. These indicators determine search engines to place the AMP higher in the search results.

Read this blog post in order to learn more about SEO tactics used in 2017.

AMP format participants and results

Some of the biggest participants of accelerated mobile pages are WordPress, Google, Reddit, Pinterest, Bing and Ebay. I found on searchenginewatch some interesting data regarding the results of publishers that use accelerated mobile pages.


  •  44% growth in monthly unique visitors
  • 73% growth in visits/monthly unique visitors


  • 80% new traffic
  • 50% growth of impressions

Washington Post:

  • 23% growth in mobile search


  • 25% increase CTR from search results
  • 63% increase in CTR on ads in AMP stories

Is it hard to implement AMP on your website?

Accelerated mobile pages need knowledge in programming and coding. This means their implementation would not be hard if a marketing department works together with an IT department with the same purpose: to create high-quality pages that loads fast and get the best results for the business. There’s a need of technical work. Marketers can’t handle this matter alone.

Why are accelerated mobile pages important?

These pages are appreciated because they improve the user experience. We live in an era where this is an important aspect. The users are getting pickier when it comes to the places where they take their information from. The AMP pages help publishers to attract and keep visitors on their websites. If they offer a proper speed and high quality content, it’s less probable that they will leave the page.

Moreover, users spend more and more time searching on mobile what they are looking for. Your accelerated mobile pages will rank higher in the search results and it will bring you more visitors. In the same time, this format is more visual thanks to its carousel format in the Google search results. So you have a great chance to differentiate yourself from your competition.

What do you think? Are accelerated mobile pages a new thing? Share your thoughts with us in the comment box bellow.

Source: www.ampproject.org

Ioana Dobresenciuc

Millennial, early-adopter and irremediably in love with Inbound Marketing. Curious mind and enthusiastic spirit. In possession of Inbound, Sales and Email Marketing certifications from Hubspot Academy.

One comment

  1. Magdi Reply

    Good article

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