If you’ve ever felt the frustration of a slow-loading article on your phone, you understand the problem AMP was created to solve. Launched by Google in 2015, the open-source AMP Project aimed to strip down web pages to their essential elements, ensuring they load in the blink of an eye on mobile devices. Think of it as a diet for your web pages, cutting out the heavy code that can bog down performance. This guide will walk you through everything you need to know about AMP, from its technical underpinnings to its real-world impact on your SEO and user experience.

Key Takeaways

  • AMP is a framework for speed: Accelerated Mobile Pages (AMP) is an open-source framework developed by Google to create fast-loading mobile web pages by stripping down HTML, CSS, and JavaScript.
  • Three Core Components: AMP works through three main parts: AMP HTML (a restricted version of standard HTML), AMP JS (a special JavaScript library that manages resource loading), and the AMP Cache (a Google-hosted content delivery network that pre-renders and serves AMP pages).
  • Primary Benefit is User Experience: The main advantage of AMP is the significantly improved loading speed on mobile devices, which leads to better user engagement, lower bounce rates, and a more positive perception of your brand.
  • AMP is NOT a direct ranking factor: While Google doesn’t use AMP as a direct signal for search rankings, the speed and mobile-friendliness it provides are core components of the Page Experience update. A fast, well-optimized AMP page can indirectly improve your SEO performance.
  • There are limitations: Implementing AMP means sacrificing some design flexibility and functionality. Certain dynamic features and third-party JavaScript are restricted, which can be a deal-breaker for complex, interactive websites.
  • Implementation requires technical considerations: You’ll be maintaining two versions of a page—the original and the AMP version. This requires careful use of rel="amphtml" and rel="canonical" tags to avoid duplicate content issues.
  • It’s not for everyone: AMP is most beneficial for content-heavy, static websites like news publishers, blogs, and recipe sites. E-commerce or highly interactive web applications may find AMP’s restrictions too limiting.
  • The future of AMP is evolving: With Google’s focus shifting to Core Web Vitals as the primary measure of page experience, the necessity of AMP has been debated. However, it remains a powerful and straightforward way to guarantee a fast mobile experience.

Understanding the Need for Speed

Before we dive deep into the technicals of AMP, let’s set the stage. Why does page speed matter so much, especially on mobile? The data is overwhelming and paints a clear picture.

According to research from Google, as page load time goes from one second to three seconds, the probability of a user bouncing (leaving your site) increases by 32%. If that load time stretches to five seconds, the probability of a bounce skyrockets by 90%. That’s a massive loss of potential readers, customers, and clients before they’ve even seen your content.

Mobile users are particularly impatient. They’re often on the go, using less reliable network connections, and looking for quick answers. A slow, clunky experience is an immediate turn-off. This is the core problem that the AMP framework was designed to address head-on. It’s not just about making pages a little faster; it’s about making them feel instantaneous.

This emphasis on speed is directly tied to business outcomes. A faster site can lead to:

  • Higher Engagement: Visitors are more likely to stay, read more content, and interact with your site.
  • Increased Conversions: For e-commerce and lead generation sites, speed is directly correlated with a higher conversion rate.
  • Improved Brand Perception: A fast, professional website reflects positively on your brand, while a slow one can make you seem outdated or unreliable.

This is why mastering the tools of web development is so crucial. Understanding how to build an efficient site structure with a tool like a Free HTML Beautifier or streamline your code with a CSS Formatter are foundational skills. Every millisecond counts.

How Does AMP Work? The Three Core Components

AMP achieves its remarkable speed by operating on a strict set of rules and technologies. It’s not magic; it’s a disciplined approach to web development that prioritizes performance above all else. This is accomplished through three key components.

1. AMP HTML

At its heart, an AMP page is still a web page built with HTML. However, it’s not just any HTML. AMP HTML is a restricted subset of standard HTML. It comes with custom tags and properties and, more importantly, a long list of what you can’t do.

The goal here is to enforce performance best practices. For example:

  • Custom Image Tags: Instead of the standard <img> tag, you must use <amp-img>. This custom component allows the AMP framework to intelligently manage when and how images load. It prioritizes content that’s visible to the user first (above the fold) and lazy-loads images further down the page.
  • No Form Elements (Mostly): Traditional HTML form elements like <input> and <textarea> are generally not allowed, though AMP has introduced components like <amp-form> to provide some functionality in a controlled way.
  • Restricted External Resources: Tags that can slow down a page, like <object> or <frame>, are forbidden.

To ensure developers follow these rules, AMP HTML documents require a specific boilerplate code structure, including the ⚡ symbol in the <html> tag, which signals to browsers and search engines that this is an AMP page. You can always check your code structure with an HTML Viewer to ensure it’s compliant.

2. AMP JS

JavaScript is one of the most powerful tools for creating interactive and dynamic websites. It’s also one of the biggest culprits for slow page loads. Un-optimized or excessive JavaScript can block the rendering of a page, leaving the user staring at a blank white screen.

AMP solves this problem with the AMP JS library. This is the only JavaScript you’re allowed to run on an AMP page (with very few exceptions for custom components).

Here’s what the AMP JS library does:

  • Asynchronous Loading: All external resources, including images, ads, and iframes, are loaded asynchronously. This means the page content can render and become visible to the user immediately, without waiting for every single element to download.
  • Resource Management: AMP JS manages the entire loading chain. It prioritizes the most critical resources first and pre-calculates the layout of the page elements before they even load. This prevents the annoying “jumpiness” you often see on web pages as images and ads pop into place.
  • Controlled Interactivity: While you can’t write your own custom JavaScript, AMP provides a rich library of pre-built components for things like image carousels (<amp-carousel>), lightboxes (<amp-image-lightbox>), and social sharing buttons (<amp-social-share>). These components are highly optimized for performance.

By forcing all JavaScript through its own optimized library, AMP guarantees that no rogue scripts can slow down the user experience.

3. AMP Cache

The third and final piece of the puzzle is the AMP Cache. This is a proxy-based content delivery network (CDN) that fetches, caches, and serves valid AMP pages. When a user clicks on an AMP link from a platform like Google Search, the page is often served directly from the Google AMP Cache.

This provides two massive performance benefits:

  • Proximity to the User: The page is served from a Google server that is geographically close to the user, reducing network latency.
  • Pre-rendering and Optimization: The AMP Cache can pre-render the page before the user even clicks on it. It optimizes the page even further by compressing images, minifying code, and removing unnecessary data. It can even pre-load the content that is most likely to be seen first.

Think of it like this: Google has already done most of the heavy lifting. By the time you click the link, the page is already primed and ready to be displayed instantly. This caching mechanism is a huge part of what makes the AMP experience feel so fast.

To ensure your site is properly configured for crawlers to find and cache your pages, you need a well-structured robots.txt file. You can easily create one using a Robots.txt Generator.

AMP and SEO: What’s the Real Connection?

This is the big question for many website owners and marketers: “Will using AMP improve my search rankings?” The answer is nuanced.

Officially, AMP is not a direct ranking factor. Google has stated this multiple times. You don’t get a direct SEO boost simply for having an AMP version of your page.

However, the story doesn’t end there. While AMP itself isn’t the signal, the qualities that AMP provides are absolutely critical for modern SEO. Let’s break down the indirect benefits.

The Page Experience Signal

In 2021, Google rolled out its Page Experience update, which elevated the importance of user experience metrics in its ranking algorithm. This signal is composed of several factors, including:

  • Core Web Vitals (CWV): These are the cornerstone of the update. They measure loading performance (Largest Contentful Paint – LCP), interactivity (First Input Delay – FID), and visual stability (Cumulative Layout Shift – CLS).
  • Mobile-Friendliness: The page must be optimized for mobile devices.
  • HTTPS: The site must be secure.
  • No Intrusive Interstitials: The page should not have annoying pop-ups that harm the user experience.

A well-implemented AMP page is practically guaranteed to score well on Core Web Vitals. The entire framework is built to optimize for LCP, FID, and CLS.

  • LCP (Loading): AMP’s focus on asynchronous loading and pre-rendering directly improves how quickly the main content of a page becomes visible.
  • FID (Interactivity): By restricting heavy JavaScript, AMP ensures the browser can respond quickly to user interactions like clicks and taps.
  • CLS (Visual Stability): The requirement to specify element sizes in AMP HTML and the way the AMP JS library pre-calculates layouts virtually eliminates the layout shifts that plague so many mobile sites.

So, while AMP isn’t a ranking factor, Core Web Vitals are. And AMP is one of the most reliable ways to achieve excellent CWV scores.

Mobile-First Indexing

For several years now, Google has been using mobile-first indexing. This means it predominantly uses the mobile version of your content for indexing and ranking. If you have a separate mobile site (or an AMP version), that is what Google considers the primary version.

A fast, clean, and accessible AMP page presents a perfect version of your site for Google’s mobile crawler. It makes it easy for Google to understand and index your content, which is always a good thing for SEO.

The “Top Stories” Carousel (Historically)

For a long time, one of the most visible benefits of AMP was the potential to be featured in the “Top Stories” carousel in Google’s search results, which was once exclusive to AMP pages. This gave news publishers a massive incentive to adopt the framework.

However, this has changed. Following the Page Experience update, the carousel is now open to any page that meets Google’s news policies and has a good page experience score. You no longer need AMP to be eligible.

Does this mean AMP is less valuable for publishers? Not necessarily. It remains one of the simplest and most effective ways to meet the performance criteria required for that coveted placement.

User Behavior Signals

Search engine algorithms are complex, but they pay close attention to how users interact with search results. If a user clicks on your link, waits for it to load, gets frustrated, and immediately clicks the “back” button to return to the search results, that’s a negative signal known as “pogo-sticking.”

Because AMP pages load so quickly, they dramatically reduce the likelihood of this happening. A user clicks, the content appears instantly, and they are immediately engaged. This leads to lower bounce rates and longer dwell times (the amount of time a user spends on your page). These positive user behavior signals can indirectly indicate to Google that your page is a high-quality result for that query.

As web development expert Itamar Haim notes, “Google’s goal is to satisfy the user’s query as efficiently as possible. A page that loads instantly and provides the answer is inherently more satisfying than a slow one. AMP directly aligns your page’s performance with Google’s core objective, which is a powerful position to be in from an SEO perspective.”

The Pros and Cons of Implementing AMP

Like any technology, AMP is not a one-size-fits-all solution. It offers significant advantages but also comes with notable limitations. Deciding whether to implement it requires weighing these pros and cons against your specific goals and resources.

The Advantages of AMP

  1. Blazing Fast Load Times: This is the headline benefit. AMP pages are incredibly lightweight and are often pre-loaded and served from Google’s high-speed cache, resulting in near-instantaneous load times.
  2. Improved User Experience and Engagement: A faster page leads to happier users. This translates directly to lower bounce rates, more pages viewed per session, and longer time on site. A good user experience is fundamental to building an audience and a loyal customer base.
  3. Simplified Mobile-Friendliness: AMP forces you into a mobile-first design. By its very nature, an AMP page is a mobile-friendly page, helping you check a crucial box for both users and search engines.
  4. Potential for Higher Rankings (Indirectly): As discussed, the excellent performance of AMP pages directly contributes to strong Core Web Vitals scores, which are a confirmed ranking signal.
  5. Reduced Server Load: Because your AMP pages are often served from the Google AMP Cache, it can significantly reduce the load and bandwidth consumption on your own web server, potentially saving you money on hosting. This is especially beneficial for sites that experience sudden traffic spikes from news coverage or viral social media posts.

The Disadvantages and Limitations of AMP

  1. Restricted Functionality: This is the biggest drawback. AMP’s strict rules mean you have to give up a lot of control.
    • Limited CSS: You can only use a single, inline stylesheet with a maximum size of 75KB. Complex designs and animations are often out of the question. You’ll need to use tools like a CSS Code Formatter to keep your code lean.
    • Prohibited JavaScript: You cannot use your own custom JavaScript. This means many of the dynamic and interactive features that users have come to expect—like custom pop-ups, complex on-page widgets, or third-party chat tools—may not work.
  2. Maintaining Two Versions of a Page: For most implementations, you will have a “standard” canonical version of your page and a separate AMP version. This means you have two sets of code to maintain, update, and debug. Any content change needs to be reflected in both places, which can double the workload and introduce the potential for errors.
  3. Stripped-Down Design and Branding: The limitations on CSS and JavaScript can make it difficult to fully replicate your brand’s unique design and user experience. AMP pages often have a more generic, “utilitarian” feel. While you can customize them, you won’t have the same creative freedom as you do on a standard webpage. Generating a consistent look might require using a Brand Color Palette Generator to keep your branding tight within the constraints.
  4. Analytics and Ad Implementation Challenges: While AMP supports many major analytics platforms (like Google Analytics) and ad networks, the implementation is different. You’ll need to use specific <amp-analytics> and <amp-ad> components and may find that some of your custom tracking or more complex ad formats are not supported. Calculating your return on investment might require a dedicated Email Marketing ROI Calculator or a general ROI Calculator to track performance accurately.
  5. URL Structure: When a user accesses your page through the Google AMP Cache, the URL they see in their address bar will start with google.com/amp/... rather than your own domain. While the page will show your domain in a header bar, this can be confusing for some users and has raised concerns about Google’s control over content.

Who Should Use AMP? And Who Shouldn’t?

Given the trade-offs, it’s clear that AMP is a perfect fit for some types of websites and a poor choice for others.

Ideal Candidates for AMP

  • News Publishers and Media Outlets: This is the original and most obvious use case. For publishers, getting content in front of readers as quickly as possible is paramount. The article content is relatively static, and the benefits of speed and potential visibility in news carousels far outweigh the design limitations.
  • Blogs: Similar to news sites, blogs are primarily focused on delivering static content (articles, guides, tutorials). AMP can provide a fantastic reading experience for mobile users, helping to build a loyal audience.
  • Recipe Websites: Recipe sites are another great example. Users are often looking for information quickly (e.g., while in a grocery store). A fast-loading, easy-to-read recipe page is a perfect application for AMP.
  • Informational and Reference Sites: Any site whose primary purpose is to provide static information quickly can benefit from AMP.

Websites That Should Probably Avoid AMP

  • E-commerce Sites: This is a gray area. While AMP has components for e-commerce (amp-bind, amp-list), the restrictions can severely hamper the experience. Rich product pages with interactive viewers, complex filtering options, and a highly customized checkout process are very difficult to implement in AMP. The potential conversion uplift from speed could be negated by the loss of crucial features.
  • Lead Generation Landing Pages: Landing pages often rely on custom scripts, embedded forms with complex validation, and A/B testing tools that are not compatible with AMP. The loss of marketing technology and design control is often too great a sacrifice. Using a UTM Builder Tool to track campaigns is standard practice, and integrating such tracking can be more complex with AMP.
  • Web Applications and SaaS Platforms: Any site that functions more like an application than a static page is not a good fit for AMP. These platforms rely heavily on custom JavaScript for their core functionality.
  • Portfolio and High-Design Sites: If your website’s primary purpose is to showcase stunning visuals, complex animations, and a unique branded experience, AMP’s design constraints will be far too limiting.

How to Implement AMP on Your Website

Getting started with AMP involves creating an alternate, stripped-down version of your existing pages. Here’s a high-level overview of the process.

Step 1: Create the AMP Template

You’ll need to build an AMP version for each page template on your site (e.g., one for blog posts, one for product pages, etc.). This template must adhere to all the AMP HTML specifications.

The basic AMP HTML boilerplate looks like this:

<!doctype html>
<html ⚡>
 <head>
   <meta charset="utf-8">
   <link rel="canonical" href="self.html">
   <meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale=1">
   <style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz-animation:none;-ms-animation:none;animation:none}</style></noscript>
   <script async src="[https://cdn.ampproject.org/v0.js](https://cdn.ampproject.org/v0.js)"></script>
 </head>
 <body>Hello, AMP world.</body>
</html>

Key things to note:

  • The ⚡ or amp attribute in the <html> tag.
  • The required <script> tag that loads the AMP JS library.
  • The amp-boilerplate code that prevents content from being displayed until the AMP library is loaded.

You’ll then need to convert your existing HTML elements to their AMP equivalents. For example, all <img> tags become <amp-img>, videos become <amp-video>, etc. You’ll also need to move all your CSS into a single <style amp-custom> tag in the <head> and ensure it’s under 75KB. Tools like an Free HTML Minifier can be invaluable for this.

Step 2: Link the Pages Correctly

This is a critically important step for SEO. You need to tell Google that your AMP page is an alternate version of your standard page, not a separate, duplicate piece of content.

  • On the standard (non-AMP) page: You must add a link tag in the <head> that points to the AMP version: <link rel="amphtml" href="https://www.yourwebsite.com/your-page.amp.html">
  • On the AMP page: You must add a link tag that points back to the standard, “canonical” version: <link rel="canonical" href="https://www.yourwebsite.com/your-page.html">

This rel="amphtml" and rel="canonical" relationship is how search engines understand the connection between the two versions.

Step 3: Validate Your AMP Pages

Before your AMP pages can be served from the AMP Cache, they must be valid. Any errors will prevent them from being indexed and cached correctly.

There are several ways to validate your AMP code:

  • The AMP Validator Browser Extension: Available for Chrome and Opera, this extension automatically checks every page for AMP validity.
  • The AMP Project Validator: You can paste your URL or code directly into the validator on the official AMP Project website.
  • Google Search Console: The “AMP” report in Google Search Console will show you which of your pages have been successfully indexed and highlight any pages with errors that need fixing.

Common validation errors include using disallowed HTML tags, exceeding the CSS size limit, or forgetting to include mandatory tags.

Implementation on WordPress

For the millions of websites built on WordPress, implementing AMP can be much simpler thanks to plugins.

  • The Official AMP Plugin: Developed by Google and contributors, this plugin is the standard choice. It offers different template modes:
    • Standard: Your entire site becomes an AMP site. This is a good choice for simple blogs but risky for complex sites.
    • Transitional: It creates AMP versions of your pages but tries to maintain the look and feel of your active theme.
    • Reader: It generates very basic, stripped-down AMP pages with a simplified design.
  • Elementor and AMP: If you build your pages with a website builder like Elementor, you can still create AMP-compatible content. The key is to use simple layouts and avoid widgets that rely on custom JavaScript. By focusing on core content widgets (Headings, Text Editor, Image), you can design pages that translate well to AMP. You would typically use the official AMP plugin in conjunction with Elementor to generate the AMP versions.

No matter which method you choose, thorough testing is essential to ensure your pages are valid and provide a good user experience.

The Future of AMP: Is It Still Relevant?

The web development landscape has shifted since AMP was first introduced in 2015. Google’s move to prioritize Core Web Vitals as the definitive measure of page experience has led many to question whether AMP is still necessary.

If you can build a standard, responsive website that achieves excellent Core Web Vitals scores, do you still need an AMP version? The short answer is no. A fast, non-AMP page that passes the CWV assessment is just as good in Google’s eyes as a fast AMP page.

However, achieving those scores isn’t always easy. It requires deep technical expertise, careful optimization of images and code, a good hosting environment, and continuous monitoring. You’ll need to be proficient with tools for image optimization, like a WebP Converter or a JPG Compressor, and have a solid understanding of modern front-end development.

This is where AMP’s value proposition remains strong. AMP is a shortcut to guaranteed performance. It’s a framework with performance baked in. By following its rules, you are almost certain to build a page that is fast, mobile-friendly, and scores well on Core Web Vitals. It removes much of the guesswork and technical overhead involved in performance optimization.

For a small team or a content creator without a dedicated development resource, AMP can be the most efficient path to providing a world-class mobile experience.

Furthermore, new features are continually being added to the AMP framework, including more interactive components and better support for e-commerce. It’s not a static project.

Conclusion: Making the Right Choice for Your Site

AMP, or Accelerated Mobile Pages, is a powerful framework for delivering lightning-fast mobile web experiences. It achieves this speed by enforcing a strict set of rules through its three core components: AMP HTML, AMP JS, and the AMP Cache.

While AMP is not a direct ranking factor, its immense benefits for page speed and user experience can indirectly boost your SEO performance by improving Core Web Vitals scores and positive user behavior signals.

However, these benefits come at the cost of design flexibility and functionality. The decision to implement AMP requires a careful evaluation of your website’s goals. For content-driven sites like news outlets and blogs, the advantages are often clear and compelling. For complex e-commerce platforms, interactive web apps, and highly branded websites, the limitations may be too restrictive.

Ultimately, the choice isn’t necessarily “AMP vs. non-AMP.” The real goal is to provide the best, fastest, and most engaging experience for your users. AMP is one excellent tool for achieving that goal, especially for those who want a reliable and straightforward path to elite mobile performance. But a well-optimized, responsive website that nails its Core Web Vitals can be just as effective. Analyze your content, understand your audience, and choose the path that best serves them.

Frequently Asked Questions (FAQ)

1. Does using AMP mean I have to create a separate website?

Not a separate website, but separate versions of your pages. Typically, you’ll have your main “canonical” page (e.g., example.com/article) and an AMP version (e.g., example.com/article/amp). You then use specific HTML tags (rel="amphtml" and rel="canonical") to link them so search engines understand their relationship and don’t see them as duplicate content.

2. Can I use Google Analytics on my AMP pages?

Yes, you can. AMP has a specific component called <amp-analytics> that is designed to work with many analytics providers, including Google Analytics. The setup is slightly different from a standard website; you’ll need to add a specific JSON script to your page to configure your tracking ID and what user interactions you want to measure.

3. Will AMP work on desktop devices?

Yes, AMP pages will render and function correctly on desktop browsers. However, the framework is specifically designed and optimized for mobile performance. While they work on desktop, they may not provide the best possible desktop experience, as the design is often simplified for smaller screens. Most implementations are set up so that mobile users see the AMP version while desktop users are directed to the standard canonical page.

4. Are ads allowed on AMP pages?

Absolutely. The AMP framework was designed with monetization in mind. There is an <amp-ad> component that supports a wide variety of ad networks. Similar to other elements, ads in AMP are loaded asynchronously so they don’t block the rendering of your page content. However, some complex or custom ad formats may not be supported.

5. What is the difference between AMP and a responsive website?

A responsive website uses flexible grids and CSS media queries to adapt its layout to different screen sizes. AMP is a framework specifically for building fast-loading pages. You can have a website that is both responsive and has AMP versions. A responsive design ensures your site looks good on all devices, while AMP ensures your mobile version loads incredibly fast. They solve different, though related, problems.

6. Does Facebook use AMP?

Facebook has its own similar technology called “Instant Articles” (IA). Like AMP, IA is designed to make content load very quickly within the Facebook mobile app. While they share the same goal of mobile speed, they are different technologies. Some publishers create versions of their articles for both AMP (for Google search) and Instant Articles (for Facebook).

7. Is it difficult to remove AMP once it’s been implemented?

The process involves removing the AMP versions of your pages and ensuring that all traffic is redirected to the standard canonical pages using 301 redirects. You also need to remove the rel="amphtml" tags from your canonical pages. If you’re using a WordPress plugin, disabling the plugin often handles much of this process, but you should always monitor Google Search Console for any crawl errors during the transition to ensure it goes smoothly.

8. Can I use Elementor to build AMP pages?

You can use Elementor to design the content and layout of your pages, and then use a WordPress plugin like the official AMP plugin to generate the AMP versions. For the best results, you should stick to basic Elementor widgets that are content-focused (like Text Editor, Heading, Image) and avoid widgets that rely on custom JavaScript, as these features will be stripped out in the AMP version.

9. Does AMP improve Core Web Vitals?

Yes, this is one of its primary benefits in the modern SEO landscape. The entire AMP framework is built around principles that directly lead to excellent Core Web Vitals scores. It ensures fast loading (good for LCP), restricts render-blocking JavaScript (good for FID), and pre-calculates page layout (good for CLS), making it a very effective way to pass the Page Experience assessment.

10. Is AMP still worth it now that it’s no longer required for the “Top Stories” carousel?

While the exclusivity for the Top Stories carousel is gone, AMP remains a valuable tool. Its core benefit has always been about providing a superior user experience through speed. A fast website leads to higher engagement, lower bounce rates, and better brand perception. AMP is a straightforward and reliable way to achieve that performance, which is a goal that will never go out of style.