AMP stands for Accelerated Mobile Pages. It is an open-source way to build web pages that load quickly. Many site owners still ask whether AMP matters for SEO.
This guide explains what AMP is, what Google says about it, and how to decide whether to keep it.
AMP is a framework for building fast pages. Google says it indexes AMP pages just like other web pages and applies the same standard to all pages, regardless of the technology used. So AMP is not a requirement for ranking. Keep it only if it helps you, make sure the AMP and normal pages show the same content, and check your normal pages with Core Web Vitals.
⚡ Key Takeaways
- Google says it indexes AMP pages like any other pages and applies the same standard to all.
- AMP pages must follow the AMP HTML specification.
- Users must be able to do the same things on AMP pages as on the normal pages, where possible.
- AMP pages can appear as rich results and as Web Stories.
- Google has a guide to removing AMP pages from Search if you no longer want them.
What Is AMP?
AMP is a set of rules for building web pages. A valid AMP page uses restricted HTML and a special AMP library, which are designed to keep pages light and quick to display.
Publishers often kept a normal version of each page alongside an AMP version. That meant two versions to maintain.
What Google Says About AMP and SEO
Google’s documentation says Google Search indexes AMP pages just like other web pages, and applies the same standard to all pages, regardless of the technology used to build them.
In other words, AMP is a choice, not a requirement. A fast normal page is treated by the same standards as an AMP page.
When AMP Can Still Make Sense
You may keep AMP if you already run it well, if your team relies on a tool that outputs AMP, or if you want your pages to appear as Web Stories, which Google says AMP pages can.
However, if your normal pages are fast and mobile friendly, AMP may add work without a clear benefit.
What Google Asks of AMP Pages
Google says AMP pages must follow the AMP HTML specification. It also says users must be able to do the same things on AMP pages as on the matching normal pages, where possible.
Make sure forms, links and key content match. Also keep the AMP address sensible, such as example.com/amp/giraffes.
How to Make Normal Pages Fast Without AMP
Compress images, load only the code you need and check your Core Web Vitals. If the main content loads slowly, start with fixing Largest Contentful Paint.
To learn the three measures, see what Core Web Vitals are.
How to Remove AMP If You No Longer Need It
Google has a guide to removing AMP pages from Search. In outline, you stop serving the AMP versions and redirect or retire their addresses, then let Google recrawl.
Do it carefully. Keep the normal pages live, and check Search Console afterwards for errors.
A Made-Up Example
Imagine a local news site that has kept AMP since it launched. The team finds that its normal pages now load quickly, and that the AMP versions need extra work after each template change.
It tests removal on one section first, watches Search Console for two weeks and then rolls the change out. The example is invented. It shows a careful approach, not a promise.
AMP Decision Checklist
- Test your normal pages on a phone.
- List what each AMP version does that the normal one does not.
- Check that AMP and normal pages show the same content.
- Check for AMP errors in Search Console.
- Decide whether AMP earns its upkeep.
- If you remove it, follow Google’s removal guide.
- Review mobile performance a few weeks later.
Conclusion: AMP Is a Choice, Not a Ranking Requirement
AMP can make pages quick, but Google says it holds all pages to the same standard. Therefore, base your decision on speed, upkeep and the features you need. Test your normal pages first.
For related reading on mobile, see what mobile SEO involves.
Frequently Asked Questions About AMP
What does AMP stand for?
AMP stands for Accelerated Mobile Pages, an open-source framework for building fast web pages.
Is AMP a ranking factor?
Google says it indexes AMP pages just like other pages and applies the same standard to all, regardless of the technology.
Do I need AMP for Web Stories?
Google says AMP pages can appear as Web Stories. See its guide to enabling Web Stories for details.
Can I remove AMP from my site?
Yes. Google provides a guide to removing AMP pages from Search. Keep your normal pages live.
Are AMP pages only for phones?
No. Google says AMP pages can be viewed on all device types, so use responsive design.
