Accelerated Mobile Pages (AMP) have significantly shaped the mobile web experience over the last few years. Although Google’s stance on AMP has evolved, these pages still influence how users interact with content, especially on mobile. Businesses aiming for faster load times often choose AMP to meet Google’s page experience standards. If your goal is to rank higher in search, it’s critical to understand how AMP plays a role in SEO. Companies that Hire Expert AMP Developers benefit from optimized delivery, performance, and compliance with modern web standards.
According to a 2024 BrightEdge report, 68% of global website traffic now originates from mobile devices. Google’s Mobile-First Indexing also confirms that over 85% of indexed pages are now evaluated based on mobile versions. These stats underline why AMP performance is important in search visibility.
What is AMP and Why It Matters
AMP is an open-source HTML framework developed by the AMP Open Source Project. Its goal is to create lightweight web pages that load quickly on mobile devices. Google caches AMP content in its CDN (Content Delivery Network), reducing server response time significantly.
AMP Benefits for SEO:
- Faster page load times
- Mobile-optimized layouts
- Reduced bounce rates
- Improved user engagement metrics
By implementing AMP, companies enhance mobile performance, which is a key ranking factor. To ensure successful integration, many organizations Hire Expert AMP Developers with experience in mobile optimization and AMP compliance.
Core Factors Affecting Google Rankings
While AMP itself is not a direct ranking signal, it influences several metrics that do impact rankings. Here’s a breakdown:
1. Page Speed
AMP pages load in under one second on average. Faster pages improve user satisfaction and reduce bounce rates.
2. Mobile Usability
AMP ensures consistency in layout and functionality across all devices. Google’s Mobile Usability report in Search Console reflects any issues.
3. Core Web Vitals
AMP naturally satisfies many Core Web Vitals, such as:
- Largest Contentful Paint (LCP): Targets under 2.5s
- First Input Delay (FID): Targets under 100ms
- Cumulative Layout Shift (CLS): Targets under 0.1
4. Reduced Bounce Rate
Improved speed and usability lead to lower bounce rates. This signals quality to Google’s ranking algorithm.
5. CTR and Visibility
AMP icons in search and carousels used to improve CTR. While icons are no longer shown, page speed still supports visibility.
AMP’s Historical Role in Google Search
AMP was introduced in 2016 to enhance mobile content. Initially, Google featured AMP content in the Top Stories carousel. This created an incentive for publishers to adopt AMP. However, as of 2021, AMP is no longer required for Top Stories eligibility. Despite this change, AMP pages still benefit from faster delivery and reduced server loads.
Timeline Snapshot:
| Year | AMP Milestone |
| 2016 | AMP launched; Top Stories integration begins |
| 2018 | AMP Stories and components introduced |
| 2020 | Core Web Vitals announced as ranking factors |
| 2021 | AMP removed as Top Stories requirement |
| 2023 | AMP continues to support performance goals |
How Google Crawls and Indexes AMP Pages
Google treats AMP pages in two main ways:
1. Paired AMP (with Canonical Page)
Websites have both a standard and an AMP version. Google indexes the canonical version but considers AMP performance in rankings.
2. Standalone AMP
These pages serve as the primary version. They are indexed and ranked like any other page.
AMP pages must follow structured guidelines. Developers should ensure:
- Correct use of <link rel=”amphtml”>
- Valid AMP HTML structure
- Structured data implementation
Hiring Expert AMP Developers helps meet these technical requirements. Errors in AMP can prevent indexing or downgrade ranking.
AMP and Core Web Vitals
AMP simplifies passing Core Web Vitals, which became official ranking signals in 2021. Since these metrics are performance-based, AMP’s pre-rendering and caching help meet thresholds.
AMP Advantages for CWV:
- Fewer layout shifts
- Predictable render behavior
- Native lazy loading
A 2023 Web Almanac report noted that 89% of AMP pages passed Core Web Vitals compared to 55% of standard mobile pages.
Real-World Use Case: News Publisher
Scenario: A media company adopted AMP to improve mobile engagement.
Steps Taken:
- Converted articles to AMP format
- Validated AMP with Google’s AMP Test Tool
- Implemented structured data for articles
- Ensured fast LCP and low CLS scores
Results:
- 25% increase in mobile traffic
- 15% reduction in bounce rate
- Higher impressions in Top Stories
Hiring Expert AMP Developers enabled the publisher to maintain compliance and performance.
Common Mistakes That Affect AMP Rankings
Avoiding errors in AMP deployment is key to maintaining good search performance.
Frequent Issues:
- Broken AMP validation
- Missing canonical links
- Slow loading third-party content
- Overuse of JavaScript through amp-script
Preventive Steps:
- Use Google Search Console’s AMP report
- Test pages via AMP Validator
- Monitor performance with PageSpeed Insights
Should You Still Invest in AMP?
AMP’s mandatory status for Top Stories may have changed, but its performance benefits remain valuable. If your site targets mobile users or news publishing, AMP is still a strong option.
Consider AMP if:
- Your audience uses mobile primarily
- Page speed is a priority
- You need to meet Core Web Vitals easily
Hiring Expert AMP Developers ensures proper implementation and long-term support.
Conclusion
Google doesn’t use AMP as a direct ranking factor anymore. However, AMP impacts essential ranking signals like speed, usability, and Core Web Vitals. Businesses that want a competitive edge in mobile search still find AMP valuable. Partnering with teams who Hire Expert AMP Developers ensures compliance with best practices, better performance, and faster user experiences.
The technical foundation AMP provides aligns well with Google’s evolving focus on performance and user satisfaction. While it’s no longer a ticket to Top Stories, AMP remains a solid investment for mobile optimization and SEO success.
Frequently Asked Questions (FAQs)
1. Is AMP still a ranking factor for Google in 2025?
No, AMP itself is not a direct ranking factor anymore. However, AMP improves page speed, mobile usability, and Core Web Vitals—all of which influence Google rankings. So while AMP isn’t required, it still helps sites perform better in search.
2. What are the key benefits of using AMP for SEO?
AMP offers several indirect SEO benefits:
- Faster mobile load times
- Lower bounce rates
- Better user engagement
- Easier compliance with Core Web Vitals
These factors contribute to improved visibility in mobile search results.
3. Can AMP pages still appear in Google’s Top Stories?
Yes. As of 2021, Google no longer requires AMP for Top Stories eligibility. However, AMP pages often load faster and are more optimized, which can give them an edge in ranking for news-related queries.
4. What are common mistakes that hurt AMP performance?
Typical errors include:
- Broken or invalid AMP code
- Missing canonical tags
- Heavy use of non-AMP-compliant JavaScript
- Improper structured data
Hiring expert AMP developers helps avoid these issues and ensures your pages remain indexable.
5. Should I still invest in AMP for my business website?
Yes, if your audience is mobile-first and speed matters. AMP is especially useful for news publishers, blogs, and eCommerce landing pages. With help from experienced AMP developers, you can improve performance and stay competitive in mobile search.
