What is AMP in WordPress – Accelerated Mobile Pages

Last Updated on 1st October 2023 by Ajmer Singh

Do you want to know “What is AMP in WordPress”?

AMP, or Accelerated Mobile Pages, is an open-source project that was developed by Google in 2015 to help improve the loading speed of web pages on mobile devices.

AMP is designed to be a lightweight version of HTML that is optimized for fast loading on mobile devices.

It uses a limited set of HTML tags and is designed to work with a number of external resources, including JavaScript libraries, to improve the performance of web pages on mobile devices.

AMP pages are typically loaded faster than non-AMP pages, which can improve the user experience for mobile users and potentially increase the visibility of a website in search results.

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AMP (Accelerated Mobile Pages)

AMP Accelerated Mobile Pages

Accelerated Mobile Pages (AMP) is an open-source initiative launched by Google in collaboration with various technology companies.

It aims to improve the performance and loading speed of web pages on mobile devices.

The primary goal of AMP is to deliver a faster and smoother user experience for mobile users by optimizing web content.

Traditional web pages may include heavy elements like JavaScript, large images, and complex CSS styles, which can slow down page load times, especially on mobile devices with limited resources and slower internet connections.

AMP addresses these issues by offering a stripped-down version of web pages that prioritizes speed and simplicity.

Why AMP is Important for WordPress Websites?

Why AMP is Important

Improved Page Load Speed: AMP significantly reduces the loading time of web pages, leading to a faster and smoother browsing experience.

Studies have shown that faster loading times result in lower bounce rates and higher user retention.

Better Mobile Rankings: Search engines, including Google, consider page speed as one of the ranking factors.

Implementing AMP in WordPress websites has a better chance of ranking higher in mobile search results.

Boosts User Experience: A quick-loading website leads to improved user satisfaction and engagement.

Visitors are more likely to stay on your site and explore its content if they don’t have to wait for slow pages to load.

Increased Mobile Traffic: Mobile users are growing and meeting the need of this audience becomes important for website success.

AMP helps attract and retain mobile visitors, leading to increased mobile traffic.

Support for Google Features: AMP integrates well with Google’s search features like the Top Stories carousel, which can boost the visibility of your content in mobile search results.

How Does AMP Work in WordPress?

How Does AMP Work

When a user accesses a page on a WordPress website that has AMP enabled, the following process occurs:

The User Requests the Page: When a user enters a URL in their browser, they request the web page’s content.

AMP HTML Version is Delivered: If the page has an AMP version, the server delivers the AMP HTML version of the page.

This version is based on restricted HTML and certain tags to ensure fast rendering.

AMP JS Library: The AMP HTML document relies on the AMP JS library, which manages the resource loading and ensures that only asynchronous scripts are allowed.

This helps prevent render-blocking resources and improves performance.

Caching for Faster Delivery: AMP pages are often cached by content delivery networks (CDNs) or platforms that support AMP.

This caching allows AMP content to be delivered even faster to the user.

Implementing AMP in WordPress: Step-by-Step Guide

Implementing it in WordPress

Step 1: Install and Activate an AMP Plugin

  • Go to your WordPress dashboard and navigate to “Plugins” > “Add New.”
  • Search for an AMP plugin, such as “AMP for WP” or “AMP,” and click “Install Now.”
  • After installation, click “Activate” to enable the plugin.

Step 2: Configure the AMP Settings

  • Once the plugin is activated, locate the new “AMP” tab in your WordPress dashboard.
  • Configure the AMP settings according to your preferences. These settings may include design options, social media integration, analytics, and more.

Step 3: Validate and Test Your AMP Pages

  • Create or edit a post or page on your WordPress website.
  • To preview the AMP version, append “/amp/” at the end of the URL (e.g., example.com/post-title/amp/).
  • Use the AMP Validator tool (available at validator.ampproject.org) to check for any errors in your AMP pages and resolve them.

Step 4: Submit Your AMP Pages to Google

  • Once you have validated your AMP pages, submit them to Google for indexing and inclusion in the AMP cache.
  • Register your website with Google Search Console (if you haven’t already).
  • Use the “URL Inspection” tool to request indexing for your AMP pages.

Common Misconceptions about AMP in WordPress

Common Misconceptions

Misconception: Implementing AMP means having a separate website.

Reality: AMP provides an alternative version of your existing content but doesn’t require a separate site.

The AMP pages are served from your main website with “/amp/” added to the URLs.

Misconception: AMP is only beneficial for news publishers.

Reality: While AMP initially gained popularity in the news industry, it’s beneficial for any website seeking better mobile performance and SEO rankings.

Misconception: AMP restricts design and functionality options.

Reality: While AMP does have certain design restrictions to prioritize speed, developers can implement custom styling and interactive elements to a reasonable extent.

Misconception: AMP negatively affects revenue and analytics.

Reality: AMP allows integration with ad networks, and many analytics tools support AMP tracking, ensuring your revenue streams and analytics remain intact.

Misconception: AMP is only for mobile devices.

Reality: Though AMP was designed for mobile-first optimization, it can also benefit desktop users with faster loading times.

Best Practices for AMP Optimization in WordPress

Best Practices for AMP

Keep Content Simple and Lightweight: Focus on delivering essential content to users in your AMP pages.

Minimize the use of heavy elements like large images, complex JavaScript, or third-party scripts that can slow down loading times.

Use Inline CSS and Minimal Styling: Opt for inline CSS instead of external stylesheets to reduce render-blocking resources.

Keep the styling minimal, ensuring a clean and fast-loading design.

Utilize Lazy Loading for Media: Implement lazy loading for images and videos so that they only load when a user scrolls to them.

This technique conserves bandwidth and improves initial page load speed.

Avoid External Fonts: Stick to system fonts or use AMP’s pre-approved font library to prevent additional HTTP requests and boost performance.

Enable Caching: Uses caching mechanisms provided by the AMP plugin or your server to serve cached versions of AMP pages, reducing server load and speeding up page delivery.

Ensure AMP and Non-AMP Parity: Maintain consistency between your AMP and non-AMP pages.

Make sure that the content and structure remain the same across both versions, offering a seamless user experience.

Test Across Multiple Devices: Test your AMP pages on various devices and screen sizes to ensure they render correctly and perform well across different platforms.

Regularly Validate AMP Pages: Use the AMP Validator to check for errors or issues on your AMP pages.

Regular validation helps identify and fix potential problems that could affect performance.

Impact of AMP on Website Performance

Analyzing the Impact

Page Load Speed: Compare the load times of AMP and non-AMP pages using tools like Google PageSpeed Insights or GTmetrix.

Measure the difference in loading times and identify opportunities for improvement.

User Engagement Metrics: Analyze user behaviour metrics such as bounce rate, time on page, and pages per session for both AMP and non-AMP versions.

Monitor how AMP implementation affects user engagement and whether visitors interact more with your content.

Conversion Rates: If your website has specific conversion goals (e.g., sign-ups, purchases), track the conversion rates for AMP and non-AMP pages.

Determine if AMP optimization positively impacts conversion rates.

Mobile Traffic: Monitor the proportion of mobile traffic to your site and analyze if implementing AMP attracts more mobile users or encourages them to spend more time on your pages.

Server Performance: Evaluate the server load and response times before and after implementing AMP.

Ensure that your server can handle the increased traffic and deliver AMP pages efficiently.

AMP and SEO: Understanding the Connection


Mobile-First Indexing: Google prioritizes mobile-first indexing, meaning it primarily uses the mobile version of a page for ranking and indexing.

Implementing AMP can lead to better visibility in mobile search results, positively impacting SEO.

Page Speed as a Ranking Factor: Google considers page speed as a ranking factor.

Since AMP boosts website performance and reduces load times, it can improve your search engine rankings.

Featured Snippets and Top Stories: AMP pages are often featured in Google’s “Top Stories” gallery, making them more visible to users searching for breaking news and trending topics.

Lower Bounce Rates: Faster-loading AMP pages tend to have lower bounce rates, which signals to search engines that users find your content relevant and engaging.

Rich Results: AMP pages are eligible for various rich results, like “AMP Stories” and “AMP Recipes,” which can boost your content’s appearance in search results and attract more clicks.

AMP’s Upcoming and Ongoing Development in WordPress

Future and ongoing developments

Expanded Feature Set: As AMP gains popularity and user feedback is received, the feature set is likely to expand.

New functionalities and components may be added to provide more flexibility and customization options for WordPress users implementing AMP.

Better Editor Integration: Future developments may focus on improving the integration of the WordPress editor with AMP.

This could streamline the process of creating AMP-compatible content, making it more accessible to website owners and content creators.

Improved Compatibility with Themes and Plugins: Efforts will be made to ensure better compatibility between AMP and various WordPress themes and plugins.

This will reduce potential conflicts and make it easier for website owners to enable AMP without sacrificing design elements.

Boosts Mobile Advertising Support: AMP will likely continue to optimize mobile advertising formats, providing better support for ad networks and ensuring a seamless ad experience for users.

Advancements in Analytics: More sophisticated AMP analytics solutions may be developed to provide deeper insights into user behaviour and engagement on AMP pages, allowing website owners to make data-driven improvements.

Global Adoption and Integration: As AMP becomes more widely adopted across the web, WordPress will continue to play a significant role in its integration.

Increased support from the WordPress community will drive the global expansion of AMP.

Wrapping Up: AMP in WordPress

Implementing Accelerated Mobile Pages (AMP) in WordPress can significantly boost the mobile browsing experience for your website visitors.

AMP prioritises speed and mobile optimization so that your content loads quickly and efficiently on smartphones and other mobile devices.

This not only improves user satisfaction but can also lead to higher search engine rankings, increased traffic, and better overall performance for your WordPress site.

As mobile usage continues to grow, integrating AMP into your WordPress strategy is a valuable step toward providing a seamless and responsive browsing experience for your audience.

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