AMP (Accelerated Mobile Pages).
Learn what AMP (Accelerated Mobile Pages) means in modern search and SEO.
A Google-led open-source framework that creates stripped-down, fast-loading mobile web pages by restricting HTML, CSS, and JavaScript.
Accelerated Mobile Pages (AMP) is an open-source HTML framework developed by Google to create extremely fast-loading mobile web pages. AMP restricts the use of custom JavaScript, limits CSS to 75KB, and requires specific AMP HTML tags. Pages built with AMP are cached by Google's AMP Cache and served from Google's CDN, enabling near-instant load times.
AMP's Declining Role in SEO
AMP was previously required to appear in Google's Top Stories carousel and was heavily promoted as an SEO advantage. Since 2021, Google removed the AMP requirement for Top Stories eligibility—pages simply need to meet Core Web Vitals thresholds. The AMP requirement is effectively gone for most use cases, and many publishers have migrated back to standard HTML.
AMP in 2025
AMP remains relevant for email (AMP for Email is still actively used by Gmail) and for publishers who have already invested in AMP infrastructure. For new sites, building standard HTML pages that meet Core Web Vitals targets is the recommended approach—it achieves the same performance benefits without AMP's development constraints and canonicalisation complexity.
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