AMP stands for Accelerated Mobile Pages, a framework introduced by Google to make mobile web pages load faster. It simplifies the code and enforces performance best practices so that pages open almost instantly on smartphones. AMP pages are stripped of heavy scripts and rely on cached versions stored by Google to deliver speed.
The main advantage of AMP is user experience. On mobile, slow pages lead to high bounce rates. By providing near-instant loading, AMP reduces frustration and keeps visitors engaged. For publishers, AMP once provided special placement in Google’s Top Stories carousel, though this requirement has since been relaxed.
However, AMP has critics. Some argue it reduces design flexibility and keeps control in Google’s hands by serving content through its cache. Others see it as less necessary now that standard web performance practices, such as lazy loading and compression, can also achieve speed. Whether or not a site uses AMP, the lesson remains clear: mobile performance matters deeply for SEO, user retention, and conversion.
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