Do I Need to Power Up My Site with AMP? Uncovering the Pros and Cons

AMP, or Accelerated Mobile Pages, is an open-source coding framework designed to create lightweight webpages that can be loaded quickly on mobile devices. It was developed by Google in 2015 and has since become one of the most popular methods for creating faster loading websites. AMP allows developers to optimize their webpages for mobile devices, providing users with a better experience when accessing content from their smartphones or tablets.

The main benefit of AMP is its ability to speed up page load times, which can dramatically improve user experience and engagement. Additionally, AMP also offers improved caching capabilities and requires additional coding to ensure pages are optimized for mobile devices. Furthermore, using AMP may have a positive impact on search engine rankings and click-through rates (CTRs).

In this article, we’ll discuss the pros and cons of using AMP as well as its potential impact on SERPs and CTRs.

Pros of AMP

AMP, or Accelerated Mobile Pages, is an open-source project that was created by Google to help optimize webpages for mobile devices. This technology has become increasingly popular in recent years due to its ability to provide a better user experience and faster loading times for websites. In this article, we will discuss the pros of using AMP and how it can benefit your website.

Lightning Speed

The most notable advantage of using AMP is its lightning-fast loading speed. This is achieved by stripping out unnecessary code and optimizing the page structure for mobile devices. By doing this, AMP pages are able to load almost instantly on any device with an internet connection. This is especially beneficial for users who are accessing the web from a mobile device, as it eliminates the need to wait for slow-loading pages. Additionally, AMP pages are also more likely to rank higher in search engine results pages (SERPs).

Better UX

In addition to faster loading times, AMP also provides a better user experience (UX). By optimizing the page structure and code, AMP ensures that all elements on the page are displayed correctly and are accessible without any issues. This makes it easier for users to find what they’re looking for and navigate around the page quickly and efficiently. Additionally, AMP also allows developers to add interactive elements such as videos and animations which can further enhance the user experience.

Overall, AMP provides a number of benefits that make it a great choice for website owners who want to optimize their sites for mobile devices. With its lightning-fast loading speeds and improved UX features, AMP can help make your website stand out from the competition and provide a better experience for your users.


Caching is an important part of AMP technology. Caching allows for pages to be stored in a local server and served up quickly to users. This helps with page loading speed because the data does not have to be loaded from the remote server each time. The caching system used by AMP is called Google AMP Cache. It is a free content delivery network that stores and serves cached versions of AMP pages. This helps reduce latency and improve loading times for users.

Advantages of Caching

There are several advantages to using caching with AMP pages. First, it reduces bandwidth costs for webmasters since they don’t have to pay for data transfer over the internet every time someone visits their site. Second, it can reduce latency since cached pages are stored on local servers so they can be served up quickly without having to wait for data to be transferred from a remote server. Finally, it can help improve user experience since pages will load faster when they are cached locally instead of having to wait for them to load from the remote server.

Disadvantages of Caching

The main disadvantage of caching with AMP is that it requires additional coding in order to set up and maintain the cache properly. This means that webmasters need to invest time and effort into setting up and maintaining the cache in order to make sure that their pages are always served up quickly and reliably. Additionally, if there are any changes made to the page then those changes must also be reflected in the cached version in order for them to take effect. This can add more work for webmasters who may not have the technical knowledge or resources required to manage a cache properly.

Additional Coding Required

AMP is a powerful tool for web developers to create fast-loading, mobile-friendly webpages. However, in order to take advantage of the full range of features available, additional coding is required. The most common type of coding required for AMP pages is HTML and CS


HTML is the language used to structure the content on a webpage. In order for an AMP page to be valid, it must include certain elements that are specific to AM These elements include the tag, which tells browsers that a page is an AMP page; and , which allows for images to be loaded faster on mobile devices. Other elements such as , , and are also required in order to take advantage of the full range of features available in AM


CSS (Cascading Style Sheets) is used to style the content on a webpage and make it look more visually appealing. In order for an AMP page to be valid, certain stylesheets must be included that are specific to AM These stylesheets include amp-custom, which allows developers to customize their pages more easily; and amp-boilerplate, which ensures that all necessary components are included when building an AMP page.

In addition to HTML and CSS, JavaScript can also be used with AMP pages in order to add more interactive elements such as forms and animations. While not required for validation purposes, JavaScript can help developers create more engaging experiences for users on mobile devices.

Overall, while additional coding may be required in order to take advantage of all the features available with AMP pages, this extra effort can lead to better user experiences and improved performance on mobile devices.

Impact on SERP Rankings & CTRs

Google has been pushing for AMP adoption since 2015, and while it’s not a ranking factor, it can have a positive impact on your SERP rankings. Google has stated that they prefer to show AMP pages in their search results, when available. This means that if two websites offer the same content, the one with an AMP page will likely be favored by Google.

Additionally, having an AMP page can also increase your click-through rate (CTR). Since AMP pages load faster than regular webpages, users are more likely to click on them when presented with multiple options. This can lead to more organic traffic for your website.

Google also offers additional features for AMP pages in its search engine results page (SERP). For example, you may see an image carousel at the top of the SERP for certain queries which only includes AMP pages. Additionally, Google may show “featured snippets” which are taken from AMP pages and appear at the top of the SER

AMP Analytics

In order to measure the impact of your AMP pages on your SERPs rankings and CTRs, you need to set up analytics tracking. Fortunately, this is relatively easy to do as there are several tools available specifically designed for tracking AMPs. These tools allow you to track user engagement and behaviour on your AMPs so you can analyse how effective they are at driving organic traffic to your website.


Overall, having an AMP page can have a positive impact on your SERPs rankings and CTRs due to its lightning speed and better U Additionally, setting up analytics tracking will help you measure the effectiveness of your AMPs in driving organic traffic to your website.


AMP is an effective way to improve the mobile user experience, as it enables pages to load quickly and smoothly. It also helps to enhance SERP rankings and CTRs, leading to more organic traffic. However, AMP requires additional coding and caching efforts from webmasters in order for it to be successful.

Overall, AMP is a great tool for website owners who want to improve their mobile user experience and increase their organic traffic. Although there is some extra work involved with implementing AMP, the benefits are worth the effort. With its lightning speed loading times and improved UX, AMP can help websites reach more people and improve their overall performance in search engine results pages.

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