What is AMP?

by Joel

AMP stands for Accelerated Mobile Pages, it is an open source project being spearheaded by Google to improve user experience and engagement.

AMP is a library to save the internet of today, not tomorrow. Using low level capabilities that explain existing features, and by prioritising their efforts Google has made a unique and fast experience.

Using AMP, you can specify the size of all visible AMP elements by using width and height attributes, these attributes allow you to imply the aspect ratio of any visible object, this can scale with the container.


  • AMP does not apply elements that will slow it down, granting faster load times for the websites you will be visiting
  • AMP is not a ranking factor, but will increase mobile ranking for you and all users
  • If you are running a site that has a lot of mobile traffic, AMP will lower the work your server has to do to keep its performance high.


  • It is harder to implement ads onto AMP pages and the potential or get revenue for the ones you do get are severely limited
  • All AMP Pages must be tagged as such, this can take a lot of time and you will not be able to get any information of your website until that is done
  • ┬áThe speed gained from AMP is gained from and Technology or software it is gained by using the cache, instead of loading up pages it has all the cached pages saved and just gives them to you from the cache.

AMP is not perfect and has several drawbacks but these are things that can be worked on and fixed as it goes on as a project. At this stage it is not a necessity for every website or developer but in the future it may well be something for everyone.

Guest Author: Jerryn Harris (Student at TecNQ)