Last Updated on September 17, 2025 by Lord Vincent Van Mendoza
It’s true: Search Engine Optimization (SEO) could be about speed. However, what matters most at the end of a search day is the experience of any internet user while they surf the web content.
Do you still use Accelerated Mobile Pages (AMP) on your website content?
— Lord Vincent Van Mendoza (@digitallourd) February 24, 2024
What is AMP, btw?
AMP (originally an acronym for Accelerated Mobile Pages) is an open-source HTML framework developed by the AMP Open Source Project. It was originally created by Google as a competitor to Facebook Instant Articles and Apple News. AMP is optimized for mobile web browsing and intended to help webpages load faster.
I tried employing this in my blog posts. The experience was astounding. Once you click on a blog, it would right away load you the content.
Why use AMP?
Improved mobile performance. AMP is an effective solution for websites struggling with mobile speed. Its stripped-down pages load significantly faster, leading to a better user experience and potentially higher engagement.
SEO advantages. While no longer a direct ranking factor, AMP pages can still appear in the coveted Top Stories carousel on Google Search, which brings with it the potential to increase organic traffic.
Evolving landscape. Google continues to invest in AMP, recently announcing AMP for Email and Web Stories.
Should you use AMP?
Google has no longer required AMP as a ranking factor. You just need to make sure your pages do well in terms of the Page Experience scores. However, AMP can still show in top stories.
My take on this is simple: If you manage a news publishing site, you may wish to consider this. But you should also remember that we need to strike the balance between speed and aesthetics (especially if you’re a digital marketer). Besides the fastness of your site, it should also be appealing to the site viewers. Hence, it would be better to publish a beautiful page that also performs well in terms of speed.
If you need help improving your Search Engine Result Pages (SERP) rankings, you may consider hiring an SEO specialist based in the Philippines.
Vince is a digital marketing specialist, event host, and content creator based in Davao City, Philippines. Known for blending creativity, communication, and strategy, he helps brands and organizations strengthen their digital presence through compelling content and smart marketing practices. He specializes in SEO, content creation, social media management, pay-per-click advertising, and email marketing—turning ideas into content that builds visibility and helps businesses grow online. Outside of work, he loves to watch Netflix on weekends.
