Are Accelerated Mobile Pages (AMP) Still Relevant in 2024?

4 min readJan 9, 2024

Are Accelerated Mobile Pages (AMP) Still Relevant in 2024?

Accelerated mobile pages (AMP), developed by Google, emerged as a revolutionary tool to expedite the loading of web content on mobile devices.

Introduced primarily to enhance the user experience, AMP focuses on delivering rich content with faster load times by simplifying the HTML structure.

However, Google has confirmed that while AMP has its benefits, it is not a direct ranking factor for search engine optimization (SEO). As we start the new year, the question that arises is, will AMP still be relevant in 2024?

Benefits of Using AMP for Webpages

With its streamlined coding and prioritizing content over advertisements, AMP can significantly reduce website load times, thereby improving user engagement. AMP’s simplified HTML structure also offers a smoother navigation experience for mobile users.

In addition to faster loading times and better user experience, AMP also offers other benefits such as:

Increased visibility in search results: Google features AMP pages in the “Top Stories” carousel, giving them greater visibility and higher click-through rates.
Better SEO performance metrics: With faster loading times, lower bounce rates, and longer session durations, websites using AMP have shown improved performance metrics compared to non-AMP websites.
Higher conversion rates: A faster and smoother user experience can lead to higher conversion rates, as users are more likely to stay on the page and complete their intended action.

Challenges of Using AMP

While the benefits of using AMP are evident, some challenges need to be considered:

Limited customization options: The simplified HTML structure of AMP limits the design and customization options for websites, making them look similar to each other.
Dependency on third-party platforms: To fully utilize the benefits of AMP, websites often rely on a third-party platform such as Google AMP Cache. This could lead to potential issues if these platforms experience any downtime.
Restricted monetization opportunities: As AMP prioritizes content over advertisements, it can limit the advertising options for websites, resulting in potential revenue loss.
Compatibility issues: Some features and functionalities may not be fully supported by AMP, causing compatibility issues with certain types of content or plugins.

The Evolution of Mobile Web: Why Speed Matters

In the digital age, speed is king. The evolution of the mobile web has been largely driven by the need for faster, more efficient user experiences.

A delay of even a few seconds can significantly impact user satisfaction, leading to higher bounce rates and lower conversions. Google’s research found that 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load.

For AMP, this emphasis on speed is both a boon and a challenge:

On one hand, the streamlined, lightweight architecture of AMP pages ensures they load swiftly, providing an instant, seamless browsing experience that meets user expectations.
On the other hand, the race for speed can also limit the level of customization and complexity that AMP allows, potentially making it harder for sites to stand out or offer unique user experiences.

Despite these trade-offs, the relevance of AMP in 2024 is anchored in its core promise: delivering fast, mobile-optimized content that keeps users engaged and satisfied.

The Future of AMP

Despite its challenges, it’s safe to say that AMP is here to stay. With Google’s continued push for mobile optimization and user experience, it’s unlikely that AMP will become irrelevant in the next few years.

It’s also confirmed by Google that speed is a key ranking factor for mobile search results, making AMP even more essential in the eyes of website owners and developers.

But beyond just staying relevant, there are exciting developments on the horizon that will push AMP to new heights. Some potential developments for AMP in the future include:

Expanded functionality: As technology improves, AMP may be able to support more complex features and functionalities without compromising speed.
Integration with other technologies: As AMP becomes more widely used, it may integrate or work seamlessly with other popular technologies, such as Progressive Web Apps (PWAs).
New monetization opportunities: With AMP already offering faster loading times for ads, there’s potential for new and innovative ways to monetize AMP pages.

Summing It Up: Is AMP Still Relevant in 2024?

AMP may have its challenges and limitations, but it’s still highly relevant in 2024. Its core promise of optimized and fast mobile content aligns perfectly with Google’s goals for user experience and website ranking.

And with potential developments on the horizon, we can expect to see even more exciting advancements for AMP in the future.

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