In just 20 years Google has gone from being a company that was forged in a garage to a global giant. It is the leading search engine and one of the most valuable brands in the world. His objective has not changed; It aims to show the most relevant results according to very defined criteria.

Google is the product of constant evolution and vision, since both the users and the information they need have changed. For this reason, there have also been improvements in the search functions.

Within this evolution, one of its star projects has been the one known as “web AMP” aimed at improving the response speed and the loading time of web pages on mobile devices . Don’t you know him? We talk about it today.

What is the AMP project?

It is the acronym for Accelerated Mobile Pages (web AMP), a platform for improving the performance of web pages on mobile devices. It is a new great opportunity for the media as an option against native content and content offered by other platforms such as LinkedIn Pulse or even Facebook Instant Articles.

AMP currently gets 10-15% of total post search traffic. It belongs to the so-called open source technologies and allows both collaboration and improvements by users on a daily basis.

Definition of AMP

It is an open source initiative, implemented by Google, which favors optimal viewing of websites on any mobile device. It is the right solution for the mobile first initiative, promoted by search engines that prioritize the positioning of pages designed for mobile devices.

AMP ensures that websites load quickly to make the user experience easier.

This project is an evolution of mobile-friendly designs due to the use of CDNs in the project, which cache the content and serve it from there.

Characteristics of an AMP website

Surely right now you are thinking about whether you should then incorporate it into your site, right? To help you get out of doubt, let us tell you that Google takes it very much into account when positioning and classifying websites in searches.

Mobile visits reach practically 50% of all visits, that is, if you do not implement this technology as soon as possible, you are clearly losing positioning, since Google takes it into account when classifying web pages.

An AMP website gives priority to the loading of images and texts, eliminating CSS or Javascript, and is based on the following characteristics:

  • AMP HTML : Its main purpose is to originate websites that are lighter than HTML, the use of which is limited to certain tags that are authorized in the specifications. Some have their equivalent, such as img that becomes img-amp, but frame, for example, would be prohibited.
  • AMP JavaScript : Exactly the same as with AMP HTML, since this platform has the appropriate JavaScript procedures for them to work correctly. In this way, AMP greatly limits the use of JavaScript in its libraries.
  • Use of caches when using the CDN of the AMP project : It makes it easier for this type of server to get the AMP sites, certify a correct implementation and, if it is positive, save the response in order to be able to serve it to the user in the most efficient way possible. . No external resources are used because the validation is intended for the resources to be served from the origin using HTTP 2.0.

Pros and Cons of working with an AMP website

By having an AMP website, everything that makes your page go slower is eliminated; we talk about animations, forms and all the CSS.

Having this technology is really useful in the case of blogs and news pages. You can redirect some of the pages of your website, since the AMP implementation is not recommended in 100% of the cases.

Advantages of this technology

The main one is that the loading speed is less than a second, and it is reduced three times compared to a version without AMP. It offers a smoother and more engaging user experience.

Reduces the bounce rate, since it usually occurs mainly due to the loading time of the sites.

Provides flexibility, which translates into higher performance.

Problems of this technology

One of the biggest drawbacks that you can find in using this technology is that it does not support forms. As we have seen before, it only improves the loading of news websites. Due to this, PPC advertising can be reduced, since the majority of clicks will go to news, which will be the best position.

If the <rel=”amphtml”> tag is not inserted, you may have SEO penalties for duplicate content.

Many designers are not in favor of the use of this technology because there are no external style sheets and Javascript, so the user experience adapted to the brand’s philosophy can be diluted.

Another drawback is that the amp-analyticis extension is buggy on the console and the buttons and social widgets are currently unusable.

The AMP project for users

We have seen how this type of web page affects the work of companies and businesses. How it affects you and what advantages it has for your website or your blog. But this also affects users.

On the one hand, loading on mobile devices is going to be much faster, thus offering users a much better browsing experience than they have had until now.

On the other hand, Google’s personalized news feed is fed through blogs and media that use AMP technology. If users show interest in your sector and you use an AMP website, you will have the possibility of appearing in their Google news. Especially with good SEO and meeting all Google requirements.


To know if you need to incorporate AMP technology to your website, you have to take into account the type of page you manage, in addition to knowing, almost perfectly, your buyer persona. To do this, performing an analysis of your site will help you make the most appropriate decision for you.

There are two things that are important to note: first, that if you have a news website, it can be really useful to implement this web amp technology and, secondly, that it is a Google initiative, which will make its use help you to rank among your top results.