Is Google AMP Good or Bad?

Accelerated Mobile Pages, or AMP, is a project backed by Google to enhance the design of webpages in order to make pages load quickly on phones and tablets.  AMP itself, isn’t a type of code.  However, it is a take on pre-existing code that works with extra processing to make pages easier for mobile users.  With this change, people believe that websites have been hurt by Google. 

Google AMP itself does not affect/penalize your rating in search results and you don’t need to use a Google penalty checker this time.  It is meant to focus on providing visitors with a fast loading time.  The only way to easily detect if a website is using AMP or not from the search results is that there will be a little lightening symbol along with AMP next to the description of the listing.

This begs a question, is Google AMP good or bad?  Let’s take a look at a few facts and find out.

The Good

Google AMP is great for customer satisfaction.  People want websites to load faster and whenever a page loads quickly they are likely to be impressed by that part but they are also likely to want to stay longer.  The main focus of Google AMP is to decrease load times on mobile devices.

You also have the benefit of increasing your mobile ranking.  Speed is a factor in the ranking of your website in mobile search results so the faster your page loads, the higher your rank will get.  Google AMP itself does not raise your ranking, but it will result in it.

AMP is great for websites that focus on hosting text and a few images, such as informational sites.  The simple nature of the HTML and coding languages help to cut down complex loading times on these sites. 

If your website has a lot of traffic from mobile users, Google AMP can be a big benefit for you.  Google AMP causes you to strip a lot of server intensive coding from your page to increase the loading time.  This will make websites load quicker but it will also reduce the amount of work your server has to do each time a page is loaded.

The Bad

User interaction is limited by Google AMP.  This isn’t through purposeful design necessarily, it is more through the flagging that is inherent in the design.  Anything that makes a website load longer acts as a penalty in the AMP program.  AMP focuses on using simple coding languages to make websites faster to load and avoids complex designs.

Another thing that AMP does is it limits user engagement on websites.  For the same reason that you can’t interact with a page, you can’t get users to truly engage.  The only part of the page that can truly hook a user is the text.  There is less flashy design and niceties on a Google AMP powered page.

Ads become harder to implement when you are using Accelerated Mobile Pages.  Support for ads has been worked in but at the same time, this support is not necessarily easy.  The main focus of AMP is to make pages load quicker and advertisements don’t aid in that.

A lot of webmasters and website owners use Google Analytics as a way to track their progress.  With Google AMP running, Analytics is still present but the functionality gets limited.  You also need to work with a different way to place Google Analytics into a page when you are working with AMP.  It isn’t as simple as it should be.


At this point AMP implementation is optional and you don’t need to place it on your website if you don’t want to.  That means that if you have a business that needs a lot of user interaction, or has a lot of non-text content, you don’t need to deploy Google AMP.  And you probably shouldn’t.  The only thing that you need to do, is to ensure that your website(s) load fast on both mobile devices and computers.

AMP is a great way to make websites faster-loading to prevent users from having to wait for longer  periods of time.  It utilizes only slightly modified HTML, JavaScript, and other coding languages which means that you can achieve the same results without using Google AMP.  The idea is to simply help get developers and website owners to make websites that are oriented towards the visitor.

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