Accelerated Mobile Pages [AMP]

Accelerated mobile pages
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Accelerated Mobile Pages (AMP) is an open-source HTML framework that Google initially created to compete with Facebook Instant Articles and Apple News. AMP is optimised for mobile web browsing and intended to help web pages load faster.

Pages tend to load faster with AMP as they are stripped-down HTML copies of existing webpages, which means they offer swifter load times than standard HTML5 pages. News publications and publishers alike quickly adopted the format.

Since the release of Core Web Vitals, there is no longer any preferential treatment for AMP in Google’s search results, Top Stories carousel and Google News. To perform well in these areas, it is recommended to focus on providing a good user experience rather than concentrating on implementing AMP.

Having said that, if a website is already using Accelerated Mobile Pages and they are performing well, there is no reason to move away from them.

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