Google AMP The Debate

Google AMP – The Debate

Google AMP – The Debate

Users of the Google mobile app may have begun to notice that a green lightning bolt has begun to appear next to some of the results that the search engine provides. This icon actually serves as an indication of the pages that have qualified for Google’s new Accelerated Mobile Pages, or AMP. This refers to websites that will load almost instantly when they are clicked on.

The search engine has been working on this feature in order to guide its users away from the painfully slow-loading mobile webpages. The framework, when adopted to a website, reduces the website of loading heavy items, such as third-party advertisements, plug-ins and widgets, which otherwise would dramatically increase loading times. Once equipped with AMP and the new HTML a website will appear on a user’s mobile up to 85% faster than normal.

Sounds too good to be true? Let’s have a closer look and the pros and cons provided by Google AMP.


  • Speed: Since Google AMP breaks web pages down to their most basic format, it provides some of the fastest running web pages that are currently available on the internet.
  • Facilitates A Better Spread Of Content: Historically, publishers have had to compete with Facebook following the social media platform’s release of Instant Articles, however AMP provides a means by which content is far more accessible. This means that articles can be been reached and accessed much more widely through search results, as opposed to merely just through Facebook. This now makes it much easier for publishers to enjoy a wider reach on their content.
  • It Looks Set To Enjoy A Promising Future: Mobile friendly sites have ranked higher in mobile search for a little whilst now. It is true that presently mobile SEO does not take into account AMP pages presently, it is likely that in the not too distant future this will change, leaving AMP pages enjoying the highest Google rankings.


  • Google AMP Is Not For Everyone: Google AMP is best suited to sites that are blogging, news or article based, essentially heavy text sites. This is great for these sites which will no run cleaner and faster than ever, however it is likely to be too restrictive for more complex sites, such as those of major brands.
  • Lack Of External Style Sheets And Javascript: The primary reason that AMP pages run quicker than none AMP pages is their simplicity- in many cases this means a sacrifice on the design front. Therefore, if web design is as important to you and your purposes as the content then AMP may not be for you.