What is AMP (Accelerated Mobile Pages), and Do You Need It?

What is AMP (Accelerated Mobile Pages), and Do You Need It?

AMP (Accelerated Mobile Pages) is a content delivery network that is provided by Google.

The purpose of AMP is to deliver websites to mobile users at a much faster rate by using a lighter version of HTML and delivering content via the Google-hosted cached version, instead of from your server.


Since its release, webmasters and website owners have noticed that websites that were optimized for mobile use (with AMP) were rewarded with higher mobile search engine rankings, whereas websites that were not optimized for mobile use experienced a drop in their rankings.

Coincidence? Not likely. With the rise of mobility use and Google’s focus on improving user experience, it will likely become a key ranking factor in Google’s books.

Here are some interesting facts to consider:

– Slower-loading web pages have higher bounce rates, and approximately 40% of visitors are likely to abandon your site if it takes longer than 3 seconds to load.
– On average, AMP pages load 30 times faster than non-AMP websites.
– Mobile web pages using Google AMP for business see approximately a 200% increase in click-through rates.
– US mobile search accounts for more than half of total search volume in 2016.

At this point, it’s uncertain if AMP is an actual ranking factor or not. Most would agree that it is. The AMP project has more than 860,000 domains that publish over 35 million AMPs per week, according to stats shared by Google. Google also noted the expansion of AMP to more than a billion additional users in China and Japan.

Now that mobile usage has surpassed desktop usage, we should be adopting the “mobile-first” mentality. If you happen to have a WordPress website, AMP can be installed in minutes by installing a couple of plugins. If you need help with implementing AMP on your website, contact The Best Media – the digital marketing experts.

Rob Pacinelli

Roberto Pacinelli is the VP of The Best Media and Senior Digital Marketing Strategist with a career in digital marketing spanning over 19 years. Roberto and The Best Media have helped thousands of small, medium and large businesses succeed online across Canada, USA and the world with many business owners recognizing Roberto and his team as their Key to Success in helping their businesses earn millions of dollars as a result. Call Roberto Pacinelli at 416 253 0934 or email him at