Understanding  AMPs

As digital marketers, we are constantly looking for ways to improve our website's ranking, engagement, and overall user experience. A relatively new technology, AMPs (Accelerated Mobile Pages), has been gaining traction in the world of SEO and social media marketing. In this post, we will explore what AMPs are, how they work, and how they can benefit your digital marketing strategy.

What are AMPs?

AMPs are a lightweight version of HTML pages that are designed to load quickly on mobile devices. They were created by Google in response to the increasing use of mobile devices for browsing the internet. By optimizing the code and removing unnecessary elements, AMPs can load up to four times faster than traditional web pages.

How do AMPs work?

AMPs use a combination of optimized HTML, CSS, and JavaScript to create a streamlined version of your website's pages. When a user clicks on an AMP page from a search result or social media post, the page is served from an AMP cache instead of your website's server. This allows the page to load almost instantly, providing a better user experience for mobile users.

What are the benefits of using AMPs?

There are several benefits of using AMPs in your digital marketing strategy:

  • Improved user experience: With faster loading times and fewer distractions, users are more likely to engage with your content.
  • Higher search engine rankings: Google rewards websites that provide a better user experience with higher search engine rankings.
  • Increased social media engagement: Social media platforms like Twitter and Pinterest have integrated AMPs into their platforms, allowing users to view content instantly without leaving the app.
  • Reduced bounce rates: With faster loading times and a cleaner layout, users are less likely to leave your site before engaging with your content.
  • Lower server costs: By serving pages from an AMP cache, you can reduce the load on your website's server and potentially save money on hosting costs.

How can I implement AMPs on my website?

Implementing AMPs on your website involves creating a separate version of each page that is optimized for mobile devices. There are several tools available, including plugins for popular CMS platforms like WordPress and Drupal. Once you have created the mobile version of your pages, you can submit them to Google for indexing.

Are there any drawbacks to using AMPs?

While there are many benefits to using AMPs in your digital marketing strategy, there are also some potential drawbacks:

  • Limited design options: Because AMP pages are designed to be lightweight, they do not support complex design elements like pop-ups or animations.
  • Ad tech limitations: Some ad networks may not be compatible with AMP pages or may have limitations on the types of ads that can be served.
  • Development costs: Creating separate versions of each page can be time-consuming and costly, especially for larger websites.


AMPs provide an excellent opportunity for digital marketers to improve their website's ranking and engagement while providing a better user experience for mobile users. By implementing AMPs on your website, you can reduce loading times, increase social media engagement, and potentially save money on hosting costs. While there may be some development costs involved, the benefits far outweigh any potential drawbacks.


  1. "AMP - Accelerated Mobile Pages" by Sandeep Mallya
  2. "The Mobile Revolution" by Greg Hickman
  3. "Social Media Marketing" by Susan Gunelius
  4. "Digital Marketing Essentials" by Jeff Larson
  5. "Ad Tech 101" by Ian Truscott
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