What Is AMP? A Beginner‘s Guide to AMP Pages & SEO

What Is AMP? A Beginner‘s Guide to AMP Pages & SEO

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  • June 6, 2023
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What Is AMP? 

AMP (beforehand generally known as Accelerated Cellular Pages) is an open-source HTML framework that helps create fast-loading mobile-optimized webpages.

So, an AMP web page is, primarily, a stripped-down model of a daily webpage.

And it might seem like this:

regular mobile page vs accelerated mobile page infographic

Google spearheaded the open-source venture to compete towards Fb On the spot Articles and Apple Information. 

Each of which allowed publishers to create content material that loaded quick and was simple to devour. 

Google first served AMP pages in cell search ends in 2016. And so they have been restricted to a “High Tales” part on the prime of the SERPs. 

Like this:

AMP pages in mobile search

It was initially designed for information publishers. However has since expanded to incorporate all varieties of webpages. 

How Does AMP Work?

The AMP framework consists of three fundamental elements:

  2. AMP JavaScript
  3. AMP Cache


AMP HTML is HTML with sure restrictions to make sure pages load shortly. It removes or modifies some parts and attributes that may decelerate webpages. 

A easy HTML file can seem like this:

a simple HTML file example

Basically, AMP HTML paperwork should:

  • Begin with <!doctype html> (to ship data to the browser about what kind of doc to count on)
  • Embrace a top-level <html ⚡> or <html amp> tag (to point it’s an AMP HTML web page)
  • Embrace <head> and <physique> tags (to outline the doc’s content material, i.e. headings, paragraphs, photographs, hyperlinks, tables, and many others.)
  • Embrace a <hyperlink rel="canonical" href="https://www.semrush.com/weblog/URL"> (to point the common HTML model of the web page or to hyperlink to itself if no common web page exists)
  • Embrace a <meta charset="utf-8"> tag (to specify the character encoding)
  • Embrace a <meta title="viewport" content material="width=device-width"> tag (to present the browser directions on how one can management the web page’s dimensions)
  • Embrace a <script async src="https://cdn.ampproject.org/v0.js"><script> tag (so as to add extensions to the bottom library)
  • Embrace the AMP boilerplate code (head > type[amp-boilerplate] and noscript > type[amp-boilerplate]) within the head tag

For extra particulars relating to particular tags, attributes, and templates, try AMP’s official AMP HTML documentation

AMP JavaScript

JavaScript is hard as a result of an excessive amount of JS could make webpages sluggish and unresponsive. 

Nonetheless, AMP’s JavaScript library comprises frameworks and elements that allow you to construct pages shortly with out writing JS or importing third-party libraries. 

All of that are essential to the reader’s expertise. 

AMP Cache

The AMP Cache is a proxy-based content material supply community (CDN) that pre-fetches and pre-renders AMP pages earlier than they’re requested by customers. 

And it’s game-changing for website velocity. 


As a result of it lets your website load a number of elements from completely different servers without delay. And it additionally permits guests to load your website from the server that’s closest to them. 

Which means your web site masses tremendous quick for extra individuals. 

And there are at present two predominant AMP Cache suppliers: 

These platforms cache your pages whenever you use the AMP format. 

For instance, cache suppliers can uncover your AMP web page through the <html ⚡> or <html amp> tag and cache its content material. 

Or a writer can manually add the web page to the AMP Cache (solely relevant to the Google AMP Cache). 

Different platforms can entry cached AMP pages through their URL.

For instance, in case you put /amp on the finish of any information story on The Guardian, you’ll see the AMP model. 

Like this:

AMP page from The Guardian

Professional tip: In the event you’re unsure in case your website has AMP pages, you possibly can examine utilizing Semrush’s Site Audit Tool

Begin by including your area title and clicking “Begin Audit.”

Site Audit Tool

Then, head to the “Statistics” tab in your dashboard and also you’ll see a row that claims “AMP Hyperlinks.” 

Like this:

“Statistics” tab in Site Audit Tool

What Are the Benefits and Limitations of AMP Pages? 

Whereas AMP can enhance your web page’s efficiency and person expertise, it additionally has sure disadvantages. 

Let’s check out the professionals and cons of AMP pages:

AMP Benefits

  • Web page loading is sort of prompt 
  • Pages are simple to construct 
  • Improves person expertise on cell
  • Permits {custom} designs 
  • A number of platforms, together with Google and Bing assist it

AMP Limitations

  • Google now not shows the AMP badge icon to point AMP content material 
  • Design parts are very restricted 
  • AMP pages permit just one commercial tag per web page
Advantages and Limitations of AMP Pages infographic

The way to Set Up AMP on Your Web site

You may create AMP pages by following the HTML markup or by utilizing a CMS (by means of a plugin or {custom} performance). 

Create Your HTML AMP Web page

Primary Code

To start out, right here’s the markup of a fundamental AMP web page:

<!doctype html>
<html amp lang="en">
<meta charset="utf-8">
<script async src="https://cdn.ampproject.org/v0.js"></script>
<title>Hey, AMPs</title>
<hyperlink rel="canonical" 
<meta title="viewport" 
content material="width=device-width,minimum-scale=1,initial-scale=1">
<type amp-boilerplate>body-webkit-animation:-amp-start 8s 
steps(1,finish) 0s 1 regular each;-moz-animation:-amp-start 8s 
steps(1,finish) 0s 1 regular each;-ms-animation:-amp-start 8s steps(1,finish) 0s 1 regular each;animation:-amp-start 8s steps(1,finish) 0s 1 regular each@-webkit-keyframes 
<h1 id="whats up">Hey AMPHTML World!</h1>

As you possibly can see, the physique content material is easy, however there’s extra code within the head. 

Tip: use AMP’s snippet “playground” to dabble with and follow with the code. 

Including Pictures

If you wish to add a picture, you must change the common HTML tag with the AMP equal. 

On this case, the <amp-img> tag as an alternative of <img>

To check it out, copy and paste the next code into your web page’s <physique>. 

<amp-img src="https://supply.unsplash.com/random/600x400" width="600" 

Including Model

The following step is including type. 

Any styling must be executed utilizing CSS properties. However, AMP states that each one CSS be included inside a {custom} tag, known as the <type amp-custom> within the <head> of the doc. 

For instance, strive including the next type to your web page:

<type amp-custom>
margin: 1rem;

background-color: inexperienced;



AMP permits {custom} JavaScript by means of the <amp-script> part. 

It helps you to write and run your personal JS in a approach that maintains AMP’s efficiency ensures. And construct pages shortly with out coding JavaScript or utilizing exterior libraries. 

For extra in-depth data, learn AMP’s guide to using custom JavaScript and comply with their AMP JS tutorial to get began. 

Evaluation and Validate

A sound AMP web page means it follows strict pointers that guarantee it’s eligible for caching and it creates an amazing person expertise. 

Earlier than validating your AMP web page, be sure you comply with these greatest practices:

And whenever you’re able to assessment, use the AMP Test Tool to ensure your web page meets all necessities.

AMP Test Tool

For a extra detailed information, try AMP’s official tutorial for validating AMP pages. 

And in case you’re new to internet improvement, use AMP’s courses or Google’s AMP foundations codelab

Create Your AMP Web page With a CMS

In the event you handle your content material by means of a CMS, you should utilize Drupal, Joomla, or WordPress

For instance, let’s see what this appears to be like like utilizing AMP for WP.

AMP for WP plugin

After activating the plugin on WordPress, you possibly can start creating your Accelerated Cellular Pages.

Begin by including a brand new web page or new submit.

Then click on “Begin the AMP Web page Builder.”

“Start the AMP Page Builder” button highlighted

You may select to make use of pre-built layouts or construct your personal utilizing drag-and-drop parts.

AMP Page Builder drag-and-drop elements

Then click on the gear icon to edit the weather of your web page.

the gear icon highlighted

And save every module as you go.

When you publish the web page, you’ll see the AMP model of the web page by including “amp” to the top of your web page’s URL.

AMP version of the page example

Monitor and Enhance Your AMP Pages

The most effective methods to observe and enhance your AMP pages is to periodically audit your website. It’ll assist hold observe of any HTML, templating, and magnificence and format points. 

Begin by working your website by means of our Site Audit instrument. 

Tip: Create a free Semrush account and crawl as much as 100 URLs of any area, subdomain, or subfolder.

Site Audit Tool

When you crawl your website, head to the “Statistics” tab. You’ll see points within the row labeled “AMP Hyperlinks.” 

“Statistics” tab in Site Audit

The instrument checks for over 40 of the most typical errors associated to AMP pages. And tells you how one can repair them. 

Why and how to fix issues with AMP pages section

Resolve any points as quickly as attainable. They will have an effect on how search engines like google serve your content material to searchers. 


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