Google AMP – Accelerated Mobile Pages

Google AMP stands for Accelerated Mobile Pages. Its goal is to improve the user experience and website performance in mobile devices.  Google AMP, a Google project designed as an open framework for any publisher to have pages load quickly on mobile devices.

As per the Google Blog – 

Today, after discussions with publishers and technology companies around the world, we’re announcing a new open source initiative called Accelerated Mobile Pages, which aims to dramatically improve the performance of the mobile web. We want webpages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously. We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant—no matter what type of phone, tablet or mobile device you’re using.

This is the start of an exciting collaboration with publishers and technology companies, who have all come together to make the mobile web work better for everyone. Twitter,Pinterest,, Chartbeat,, Adobe Analytics and LinkedIn are among the first group of technology partners planning to integrate AMP HTML pages.

So, We know Google AMP makes web pages load faster, right? But, what exactly is Google AMP?

As per the AMP Project blog – What Is AMP?

AMP in action consists of three different parts:

AMP HTML is HTML with some restrictions for reliable performance and some extensions for building rich content beyond basic HTML. The AMP JS library ensures the fast rendering of AMP HTML pages. The Google AMP Cache (optionally) delivers the AMP HTML pages

It means Google AMP define the structure of the mobile page, it includes

AMP HTML: It means a new version / re-structure version of the website HTML including AMP standards or procedure.

AMP JS: It means new JavaScript structure for mobile optimization.

AMP Cache: It means optimized content from the cache, it look like a CDN network.

Now, I have a question, Is Google AMP Faster Than Mobile Website?

I have tried to search in Google and got a good article Does Google AMP Affect SEO? by Anna (Features Writer for Search Engine Journal).

Is Google AMP Really That Much Faster Than Mobile?

Take a peek at this visual representation from anti-tracking extension Ghostery compared desktop, mobile, and AMP.  When comparing a New York Times piece, here’s what Ghostery saw when comparing Javascript tags:

Desktop = 100+
Mobile = 60
AMP = 21

You can see the difference between the Google AMP and mobile versions below:

The regular mobile version of a Verge news article (first) vs. the Google AMP version (second).

mobile website article

Google AMP article

You can see from the examples above, the Google AMP version offers less design, but faster speed. Why? Every Javascript tag is going to load the page under 100 milliseconds. The fewer tags you have the faster load time. To put it simply, AMP eliminates third-party scripts like Javascript to create a bare bones version of mobile which is what you see above.

So, the answer is yes. Google AMP is really that much faster than mobile.

Now, how to start, right?

You can check the Google Search guidelines for AMP pages

If you need any assistance then feel free to Contact Us, we love to help you.

ABOUT THE AUTHOR, Amit Patriwala

I’m a Programmer (.Net, PHP & Coldfusion), Consultant (Application Architecture Design, Web Portal Design, and Database design), Blogger (Digital Marketing, Website Design, Website Development, and Website Optimization & Latest Technology Stuff) and Strategist (Brand Design & Development). I work with companies, agencies, and top management executives to optimize their online brand presence with digital strategy, website design & development strategy, content marketing strategy and social media marketing.

My blog is about all the things to do with "Branding", “Digital Marketing” and “Website Optimization”.

I'm passionate about the “Brand” since my college timing, I pursued my bachelor's degree in information technology (B.E.I.T) from renowned engineering college “Nirma Institute of Technology”.