{"id":45387,"date":"2021-03-19T18:00:10","date_gmt":"2021-03-20T01:00:10","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/what-is-google-amp\/"},"modified":"2025-04-08T15:11:29","modified_gmt":"2025-04-08T22:11:29","slug":"what-is-google-amp","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/what-is-google-amp\/","title":{"rendered":"Google AMP"},"content":{"rendered":"<blockquote><p><strong>What is Google AMP? Google AMP, short for accelerated mobile pages, is a web component framework meant to improve the mobile browsing experience. Pages built with AMP load significantly faster on mobile than their non-AMP equivalents.<\/strong><\/p><\/blockquote>\n<p>Mobile has knocked desktop off its pedestal. Back in July 2019, Google switched to mobile-first indexing.<\/p>\n<p>Google now predominantly uses the mobile version of your website for indexing and ranking. However, now that Google has switched its focus to <a href=\"https:\/\/www.clearvoice.com\/resources\/googles-page-experience-update-why-and-how-to-prepare-now\/\" target=\"_blank\" rel=\"noopener\">Core Web Vitals<\/a>, AMP is not as important as it once was.<\/p>\n<p>As long as you focus on improving your Core Web Vitals, your site should do well with or without AMP. Still, let&#8217;s take a look at what accelerated mobile pages are and who should still consider using them.<\/p>\n<h2>What Is Google AMP?<\/h2>\n<p>Google AMP, short for accelerated mobile pages, is a web component framework meant to improve the mobile browsing experience. Pages built with AMP load significantly faster on mobile than their non-AMP equivalents.<\/p>\n<p>This makes sense, because <a href=\"https:\/\/www.statista.com\/statistics\/277125\/share-of-website-traffic-coming-from-mobile-devices\/\" target=\"_blank\" rel=\"noopener\">nearly 60 percent of global web traffic<\/a> is now mobile (up from only 31 percent in early 2015). But it also means that websites not optimized for mobile browsing will suffer in the SERPs.<\/p>\n<p>AMP is\u00a0<a href=\"https:\/\/github.com\/ampproject\/amphtml\" target=\"_blank\" rel=\"noopener\">an open-source project<\/a>\u00a0with an open governance model, but Google initially created it. The company announced the framework in 2015 and started serving AMP pages to mobile users in 2016.<\/p>\n<p>If you have a news site, you might want to consider still implementing AMP. Otherwise, Core Web Vitals should do the trick.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-55581\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2025\/02\/ClearVoice_Inline-Ad-2.png\" alt=\"ClearVoice newsletter sign up.\" width=\"820\" height=\"223\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2025\/02\/ClearVoice_Inline-Ad-2.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2025\/02\/ClearVoice_Inline-Ad-2-300x82.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2025\/02\/ClearVoice_Inline-Ad-2-768x209.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>The AMP framework consists of three main components:<\/h2>\n<ul>\n<li><strong>AMP HTML<\/strong>. A subset of HTML meant to improve the performance speed of mobile pages. Although most HTML tags can remain as-is, some are replaced. For example, the &lt;video&gt; tag becomes &lt;amp-video&gt; in AMP HTML.<\/li>\n<li><strong>AMP JavaScript<\/strong>. A JavaScript library that makes sure the AMP HTML pages render quickly. It does so primarily by disallowing synchronous JavaScript rendering. Any custom JavaScript can only be rendered asynchronously.<\/li>\n<li><strong>AMP Caches<\/strong>. An AMP cache validates and serves AMP pages. Most AMP pages are currently delivered by either Google or Cloudflare\u2019s AMP cache. This being said, any company can create an AMP cache if they so wish.<\/li>\n<\/ul>\n<h2>How to implement AMP<\/h2>\n<p>If you\u2019re not a programmer, the above might sound a little scary. But it needn\u2019t be. If your website is mostly static with little to no custom JavaScript, it\u2019s not that much work to implement AMP. If you have a WordPress website, there\u2019s even an\u00a0<a href=\"https:\/\/wordpress.org\/plugins\/amp\/\" target=\"_blank\" rel=\"noopener\">official AMP plugin<\/a>\u00a0that makes the transition very easy.<\/p>\n<p>If you do not use WordPress, the\u00a0<a href=\"https:\/\/amp.dev\/\" target=\"_blank\" rel=\"noopener\">AMP website<\/a>\u00a0has many thorough, clear guides and tutorials that walk you through the transition. Making your website AMP-ready requires much fewer resources than creating a native mobile app would.<\/p>\n<figure style=\"width: 820px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/GoogleAMPSs1.png\" alt=\"\" width=\"820\" height=\"1189\" \/><figcaption class=\"wp-caption-text\">The ClearVoice blog\u00a0uses AMP too<\/figcaption><\/figure>\n<p>As a marketer, it\u2019s in your best interests to use AMP for your website. In August 2019, Jun and Bustamante published a paper that showed\u00a0<a href=\"https:\/\/dl.acm.org\/doi\/10.1145\/3300061.3300137\" target=\"_blank\" rel=\"noopener\">AMP pages are significantly faster<\/a>\u00a0than their non-AMP equivalents.<\/p>\n<p>How much faster? Two and a half times without pre-rendering and a staggering nine times faster with pre-rendering. The performance increase that comes with AMP will help\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/defining-seo-and-how-it-powers-content-marketing\/\">your website\u2019s SEO<\/a>\u00a0and rank it higher in the SERPs.<\/p>\n<h2>AMP success stories<\/h2>\n<ul>\n<li><a href=\"https:\/\/amp.dev\/success-stories\/cnbc\/\" target=\"_blank\" rel=\"noopener\">CNBC<\/a> saw a 4x decrease in mobile load time when they switched to AMP. They also saw a 22 percent increase in mobile search users returning to their website within seven days.<\/li>\n<li><a href=\"https:\/\/amp.dev\/success-stories\/times_of_india\/\" target=\"_blank\" rel=\"noopener\">Times of India<\/a>\u00a0saw their pages load 3.6x faster load time when they switched to AMP. Indirectly, this led to 1.5x more revenue.<\/li>\n<li><a href=\"https:\/\/amp.dev\/success-stories\/bmw-com\/\" target=\"_blank\" rel=\"noopener\">BMW<\/a> saw between 3-4x faster load times with AMP and a 30 percent increase in <a href=\"https:\/\/www.clearvoice.com\/resources\/what-is-a-click-through-rate\/\">clickthroughs<\/a> to their national websites. They also saw a 26 percent uptick in mobile users.<\/li>\n<li><a href=\"https:\/\/amp.dev\/success-stories\/wired\/\" target=\"_blank\" rel=\"noopener\">Wired<\/a> AMP\u2019ed over 100,000 pages and saw a 25 percent increase in clickthrough rates from search results. This led to a 63 percent increase in clickthrough rates on their ads.<\/li>\n<li><a href=\"https:\/\/amp.dev\/success-stories\/gizmodo\/\" target=\"_blank\" rel=\"noopener\">Gizmodo<\/a> now loads 3x faster on mobile because of AMP. They now have over 100,000 AMP page visits every day and have seen a 50 percent increase in impressions.<\/li>\n<\/ul>\n<p>From <a href=\"https:\/\/www.clearvoice.com\/hire-freelancers\/email\/\" target=\"_blank\" rel=\"noopener\">email marketing<\/a> to <a href=\"https:\/\/www.clearvoice.com\/hire-freelancers\/blog-posts-articles\/\" target=\"_blank\" rel=\"noopener\">blog posts<\/a>, let ClearVoice handle all of your content needs. Talk to a <a href=\"https:\/\/www.clearvoice.com\/solutions\/managed-content-creation\/\">content specialist<\/a> today to get started.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Use the AMP framework to speed up your mobile website\u2019s performance. Why? Because the faster your mobile content loads, the higher you\u2019ll rank in the SERPs. Switching to AMP is a low-effort, high-impact action.<\/p>\n","protected":false},"author":169,"featured_media":47530,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[185],"tags":[140,141,139,138],"ppma_author":[289],"class_list":["post-45387","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-glossary","tag-b2b-content","tag-b2c-content","tag-content-creation","tag-content-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Is Google Amp? 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