What is AMP?

What is AMP?

AMP stands for accelerated mobile pages and is a way to have page content render quickly. AMP URLs can be seen in Google's mobile search results as identified in SERP Features. Oftentimes they appear in the Top Stories or News section but will also appear in the standard web results as well. This will be indicated via a designation that says AMP. 

AMP's are restricted in what they can display so that the page can be loaded quickly (less than a second) and reliably. Without getting too technical there are 3 primary components to it: HTML (hypertext markup language), JS (Javascript), and Google's cache. Google will cache AMP pages and serve them up through their own CDN (content delivery network) but with their own designation.

  1. Example Google AMP Cache URL: www.google.com/amp/www.example.com/lightspeed-loading/amp/
  2. Original AMP URL (without Google cache): www.example.com/lightspeed-loading/amp/
SERP Features can help highlight if AMP results are found on Google Mobile search results:


    • Related Articles

    • Introduction to seoClarity the company

       Introduction to seoClarity, our values and our vision. <br>

    • Keith Goode: Placing Your Bets - The SEO Table Stakes

       Keith Goode, Global Online Technology Lead at Dell, shows the Clarity '14 audience how they can achieve the democratization of SEO by comparing SEO to table stakes. <br>   Unfortunately, this presentation does not include ...

    • Ravi Pathak: Using Analytics for Content Marketing

       Ravi Pathak, Co-Founder of Tatvic, uses his extensive experience with analytics to host a workshop on Day 1 of Clarity '14. <br>   Unfortunately, this presentation does not include audio.  

    • Jeff Smith: Get More from Webmaster Tools

       Jeff Smith, Co-Founder of Deily and Excel wizard, leads a workshop on day 1 of Clarity '14 to teach attendees how to get more out of Google Webmaster Tools. <br>   Unfortunately, this presentation does not include audio.  

    • Ryan Heuser: Mobile vs. Desktop Research

        Ryan Heuser, Sr. Technical Account Manager at seoClarity, reveals groundbreaking research about the future of SEO on mobile vs. on desktop. Data points are attached. ...