Despite, performance optimization and fine-tuning, many blogs and sites still are upset from long loading times, which can be unacceptable in the smartphone. Even responsive web design still spend more times to load fully web pages so maybe it’s time to have a new option that is fast, modern, and simple.

But at this point, I’m not talking about the responsive web design or mobile-friendly website, I’ll talk about the Google Accelerated Mobile Pages (AMP).

Now, Google wants to create the new way for surfing websites with AMP as a standard for modern, fast, mobile sites of the responsive web design but not rip-off or replace the standard version of websites. AMP is rather an alternative version of your website that can be used for Google in the search results.

Let’s take a look on AMP!

What Is AMP (Accelerated Mobile Pages)?

  • AMP is an open source framework, which launched by Google, they used it to create a new standard for fast mobile sites.
  • Basically, AMP HTML code based on reduced and strict guidelines, so extensive Javascript or bloated CSS files no longer welcome.
  • With Google AMP pages are rendered particularly prominent within the search and already preloaded, also Google delivers them through its own CDN and stores it.
  • The original content is stored on your server, Google serves only as a fast cache via its CDN, which aims to accelerate the delivery directly through the search engine.
  • AMP doesn’t replace a responsive web design, but it serves very well as an alternative, perfectly optimized version of the site that could become a standard in the future.

Minimum Code + Google CDN = Optimized Web Pages

Basically, AMP will reduce static HTML page extremely so content would become a minimum. It means the websites don’t fully appear the heavy version of the sites, it just only appears with content and appropriate media such as featured images and embedded videos. This will cut the unnecessary parts of the websites to make it loads faster.

In addition, AMP delivers the content is not directly from your server, because Google itself stores AMP pages on a CDN, to make it can load the web page in less than one second.

This is achieved through the gigantic Google network, which server will provide around the world and runs with the new, very quick HTTP / 2 protocol that allows further optimization as prioritization and more. In the future, AMP could become the enemy with the read later apps such as Pocket, Evernote, Readability, InstapaperBasket or even flynx. Because if AMP can also save articles for read later, it’s really awesome. It’s just my opinion! 🙂

Advantages and Disadvantages of Google AMP

Now, the result is obvious advantages because when readers come directly from Google, they get the new and super-fast AMP version of the article. They don’t need to wait for a long loading time to read the article (It appear immediately in a second). It’s good for the users!

A major disadvantage is it reduce the quality of the sites because AMP will adapt it and the appearance of the websites will display not properly. AMP is also an enemy for bloggers and marketers because when the user come to read our websites or blogs, they will return back to Google (via the back button on top bar). In fact, Google tries to keep all visitors on their platforms only.

Definitely, with the consistent design of AMP pages, your blog will no longer be particularly noticed because when the user searches on Google, found your blog, reads the article via AMP-side and then back to Google, without remembering your blog. If so that would be realized in the future that’s not only for news but for all contents of all websites or blogs on the internet, would be virtually worthless because users can read via AMP and directly through Google as well.

How To Set Up AMP On WordPress

For WordPress users, if you are using, you don’t need to do any things because AMP works automatically. This means it will display the lightning-fast version of your blog posts. Although, if you are using self-hosted, you can install a plugin developed by Automattic which allows self-hosted WordPress users to get AMP on their sites. After you installed the plugin, it will automatically generate an alternative AMP version of all of your blog posts, which you can access via “” (Don’t try to access with this URL because I don’t use AMP on my blog). 🙂

UPDATE: This is a new plugin called AMP for WP which can customize the way your AMP pages to look like as you want. I’m using this plugin too.

According to NiemanLab’s survey of newsrooms, publishers that are running on other CMS platforms are struggling to get AMP on their websites because developer requires resources to implement, especially, it’s hard for who put JavaScript based on Paywalls, as we known AMP restricts JavaScript very heavy.

AMP Is Not For Everyone

It should be noted that Google AMP is not designed for any type of website. Officially, Google AMP is currently only available for static content. For online stores or sites with dynamic content shouldn’t get it because AMP is primarily designed for quickly browse news within the Google search. It’s Not The Best Time!

The Future Remains Uncertain With AMP

Since February 2016, Google AMP considered now also within the search and lists relevant pages a little higher in the search results, as I see. Whether all this will bring something and actually creates a new standard, remains to be seen.

At this time, AMP is currently designed mainly for the news search, just in response to the Instant Articles of Facebook and Apple News. So I recommend you should keep your contents on your server (Time Is Not Up).

What do you think about Google AMP? I’d happy to hear your thoughts in the comment box below. 🙂

Thanks for spending your times on this article!