AMP (Accelerated Mobile Pages) Introduction

Luca Spiller
Head of Engineering
January 12, 2024

In the mobile-first world we live in, every millisecond counts when it comes to loading web pages on smartphones and tablets. That's where AMP (Accelerated Mobile Pages) comes into play. Initially crafted with the intent to streamline the way content is delivered on mobile devices, AMP enables webmasters and developers like you to build web pages that load almost instantaneously. Throughout this article, we'll delve into what AMP really is, why it's a critical component for enhancing mobile user experience, and how you can seamlessly implement it into your website. Furthermore, you'll learn about best practices and measuring the tangible impact AMP has on performance, which are essential skills for a modern IT professional.

What is AMP?

At the heart of a successful mobile web experience is the speed and responsiveness of web pages. AMP, which stands for Accelerated Mobile Pages, steps in to enhance this aspect. This open-source framework empowers you to build web pages that load with blistering speed on mobile devices. By simplifying the HTML code and following strict configuration protocols, AMP creates an environment for content that springs to life almost instantaneously upon a user's click.

Originating from an initiative led by Google, AMP's purpose towers beyond speed; it's about providing an uncluttered, efficient, and engaging experience for users on the go. Given the enormity of mobile traffic today, AMP's role becomes crucial. Think of it as a streamlined version of the web—an express lane where your content zips through, unhampered by the heavy traffic that burdens conventional web pages. It involves stripping down your HTML to essentials and utilizing a shared library of optimized JavaScript to hasten execution.

While the core HTML of an AMP-accentuated page remains familiar, certain tags are replaced with AMP-specific ones. For example, the regular <img> tag changes to <amp-img> for better loading efficiency. AMP also restricts the use of JavaScript, instead offering a library of pre-defined scripts to handle most functions. This is a game-changer, as JavaScript is often the culprit behind sluggish loading times on mobile devices. By tapping into the power of AMP, you're putting user experience at the forefront—swift loading, smooth scrolling, and a focus on content.

Why is AMP important?

In the demanding world of web interactions, AMP (Accelerated Mobile Pages) stands as a significant innovation, particularly when considering the ever-increasing number of mobile users. Understanding why AMP is important is critical for ensuring your mobile site not only stands out but also retains your audience's attention. The key benefits of AMP are numerous, but most notably, AMP's structure is optimized for speed, leading to enormously faster load times. This is not just a perk—it’s an expectation from modern users who often have limited time and patience for slow-loading pages.

Importantly, AMP's swiftness offers a distinct advantage; it can significantly improve your search engine rankings. Search engines like Google prioritize user experience, and speedy pages clearly signal that your site values the user’s time. Implementing AMP demonstrates your commitment to a frictionless mobile experience, which can help elevate your visibility in search results.

Moreover, the rapid loading times associated with AMP tend to reduce bounce rates. Every additional second it takes for a page to load increases the probability that a user will abandon the site entirely. Not only does AMP help keep visitors on your page, but it can also lead to greater user engagement. By providing a smoother interaction, users are more likely to interact with your content, whether it's reading articles, watching videos, or clicking through to other sections of your site. As an IT professional, mastering AMP implementation means providing a superior mobile web experience that's both user-friendly and conducive to higher engagement levels.

How to implement AMP?

Implementing AMP on your site can be relatively straightforward, particularly if you're already familiar with regular HTML. Start by understanding the AMP HTML framework, a subset of HTML with some restrictions for reliable performance and some extensions for building rich content beyond basic HTML.

To create AMP versions of your pages, you need to add a few extra HTML tags to your document, and then include the AMP JS library and AMP boilerplate code. Here's an abbreviated example of how an AMP page might look:

<!doctype html>
<html amp>
  <meta charset="utf-8">
  <title>Your Amazing Article</title>
  <link rel="canonical" href="">
  <meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale=1">
  <script async src=""></script>
  <style amp-boilerplate>body {visibility: hidden}</style>
  <h1>Welcome to AMP</h1>
  <!-- Your AMP content goes here -->

Read more about the basic structure of AMP pages.

It's crucial to validate your AMP pages using the AMP Validator, which checks for errors and ensures that your pages comply with AMP standards. This can be done via the Validator's web interface, browser extensions, or command line tools.

Additionally, remember to link AMP pages to the original non-AMP pages by including a <link rel="canonical"> tag in the head of your AMP document, pointing to the original page. Doing so informs search engines that there's a connected non-AMP version available, enabling it to serve the correct version of the content to users based on their device and context.

Best practices for AMP

When delving into the world of Accelerated Mobile Pages, embracing best practices is crucial to ensure that your implementation enhances mobile user experiences. It's all about delivering content swiftly without sacrificing quality. To optimize images and videos, which are often the bulkiest elements on your page, you'll want to ensure they are efficiently coded. Utilize tools to compress images and leverage AMP's built-in amp-img and amp-video components, which not only optimize loading but also maintain aspect ratios, making your pages look professional across devices.


In addition to image optimization, keep a vigilant eye on the external resources your AMP pages call upon. These might be fonts, stylesheets, or scripts that could delay your page rendering. Prioritize the content that's critical to the initial load by using inline CSS and the AMP framework's custom elements to avoid render-blocking JavaScript and CSS. Strive for less than 50KB of inline styles to keep your pages lean.

Lastly, remember that the AMP framework’s primary goal is a silky-smooth user experience. So, scrutinize the design elements you include. Every feature should justify its existence by serving user needs effectively without impeding performance. By applying these best practices diligently, you can craft AMP pages that aren't just fast, but also deliver content in a way that keeps your audience engaged and informed.

Measuring the impact of AMP

Once you've implemented AMP on your website, gauging its performance is crucial to understanding the return on investment and the positive changes brought to the user experience. The good news is that there are readily available tools that can help you with this, such as Google Analytics (GA), which is instrumental in tracking changes in user behavior and engagement post-AMP implementation. To do this, you need to ensure that your AMP pages are properly tagged with the GA tracking code. You can use a code snippet, such as:

<script async custom-element="amp-analytics" src=""></script>
<amp-analytics type="gtag" data-credentials="include">
<script type="application/json">
  "vars" : {
    "gtag_id": "<GA_MEASUREMENT_ID>",
    "config" : {
      "<GA_MEASUREMENT_ID>": { "groups": "default" }

Read the docs on adding Google Analytics to an AMP site.

After integration, you should monitor key metrics like bounce rates, session duration, and conversion rates. These indicators will give you a clear picture of how AMP affects user engagement.

Moreover, keeping an eye on your website's site speed is also vital. Tools like Google's PageSpeed Insights can show you how your AMP pages are performing in terms of load times, giving you direct feedback on your primary goal of creating a faster mobile experience.

Lastly, check your search engine rankings regularly. Since AMP can potentially improve visibility in mobile search results, track your rankings for various keywords pre- and post-AMP implementation to analyze the effect on your search presence. Remember that consistent monitoring and analysis are key to maximizing the benefits of AMP for your website and its visitors.


In conclusion, understanding and implementing AMP is essential for creating a compelling mobile web experience. Embracing this open-source framework will not only boost your page load times but also potentially improve your search rankings and user engagement. Start by crafting your pages with AMP HTML, ensuring they're validated and maintaining harmony with your standard website content. Remember to abide by the best practices, such as optimizing media and minimizing third-party scripts, to get the most out of AMP. Measuring your site's performance through tools like Google Analytics will reveal the tangible benefits AMP brings to your mobile web presence. As you strive to provide an impeccable user experience on mobile devices, integrating AMP is a smart and forward-thinking step in your web development journey.