14 Feb 2017 by Teodor Scorpan in Content Marketing

What is Google AMP?

AMP makes website loading time faster on mobile devices and offers a much better user experience. This streamlined experience demands a limited set of technical functionality, since most of the elements (JavaScript, third-party scripts) that cause web pages to load slower on mobile are stripped down. This means Google also strips out the infrastructure advertisers and marketers currently use. These could be social plugin scripts, analytics software, ads and other tracking scripts.

How AMP works?

To use AMP, you should create an alternate version of your website that meets with strict requirements. This gives your AMP-optimized site a separate address, such as: yourdomain.com/page/amp. AMP achieves its remarkable loading speed by streamlining website code and serving pages from Google’s own high performance global servers.

Why it matters?

About 29% of mobile users drop off when they reach a site that’s too slow. Websites with longer than 10 seconds loading time lose 58% of visitors before even loading the page. Mobile pages with a second faster loading time experience up to 27% increase in conversion rate. But one second delay in page response can result in roughly 50% increase in bounce rate and 7% decrease in conversion.


  • Content gets to more readers (AMP articles are highlighted in mobile search results in the “Top Stories” section).
  • Satisfies mobile-friendly ranking signal (but AMP in itself is not ranking factor).
  • Accelerated mobile pages load four times faster and use eight times less data.
  • People read more and consume more content that loads instantly (also more ads can be served).
  • Faster loading time decreases bounce rate.
  • High-performing website and great user experience.
  • Sites following the AMP standard can be embedded on other sites (for example, Twitter and Pinterest).
  • Early experiment showed that engagement with AMP articles was higher.
  • AMP loads content first and ads second.
  • AMPs can be preloaded on servers (CDN—Content Delivery Networks) to run quickly when requested.


  • Generating leads is restricted, since third-party forms are currently not allowed but there is a solution to add lead capturing forms.
  • Third-party JavaScripts are not permitted, which means that if you’re not using Google Analytics or one of Google’s partners for tracking, you may be out of luck.
  • Paid search results impressions could go down (top stories pushes down).
  • Limited monetization opportunities (can’t accommodate all ad formats).
  • The way publishers serve ads in line with content will necessarily change.
  • Other sites linking to AMP content will not be linking to the publisher’s domain name, but to google.com. Note that the URL, https://www.google.com/amp/www.bbc.co.uk/news/amp/35800232#, begins with “www.google.com/amp/”. What’s happening to backlinks?
  • Publishers became highly dependent on Google’s user experience standards and ad requirements.
  • AMP restricts what you can do in HTML pages, so fancy design is stripped out in favor of speed.
  • Publishers have to make sure that every page is free of errors before Google will even pick it up and put it in the AMP caches. It could demand more developer hours.

You are lucky if your website runs on WordPress. There is an official plugin that makes it super easy to create AMP articles.

Tags: Content