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Do Google Rank AMP Pages Higher On Search?

by Anubhav Garg
Do Google Rank AMP Pages Higher On Search

User experience is the single-most-important factor in determining the number of conversions you get on your website. The modern user is impatient with websites that take time to load. Therefore, to create value for the users, the pages must be designed to deliver a seamless user experience.  If you click a website and it doesn’t load up within 3 seconds, you are going to lose a large chunk of potential customers.

What is AMP?

AMP (Accelerated Mobile Pages) is an open-source project developed by Google in collaboration with Twitter, WordPress, and LinkedIn. The primary aim behind the technique was to increase the website loading speed and improve its responsiveness. It prioritizes user experience before everything else. AMP HTML, AMP JavaScript Library, AMP Content Delivery Network are the major 3 components of AMP.

AMP is a stripped-down version of the basic HTML website page.  This simple code allows the website content to host on Google AMP cache. And because it is hosted on Google’s server, it can serve the cache version instantly whenever they click on the link.

According to Search Engine Watch, “A website records 73% increased visits per month from Google mobile searches.”

The number of people who use mobile phones has increased with nearly everything going online. To stress upon the importance of AMP-optimized website pages, Google has already rolled out updates granting mobile versions of a website’s primary source of indexing.

When a user clicks AMP version content in Google, it gets displayed in two forms:

  • Google AMP Viewer

Here the source of the content publisher is displayed on the top, but the URL remains a Google domain.

  • Signed Exchange (SXG) 

The Signed content is linked to the browser that supports it only on Chrome, not to the top carousel stories. It makes its scope limited.

While Google might not have stressed the importance of having AMP website pages, it ranks the AMP optimized websites higher than others.

How do AMP Pages Work?

AMP is a stripped-down page of an HTML copy of the site content. By stripping them down, you can load the pages faster than the standard HTML 5 document.

Why is AMP so fast?

  • AMP pages use extensive source hinting
  • Fonts require nil HTTP requests
  • CSS is limited to 50 kb
  • AMP pages do not allow third-party JSS
  • The Cache CDN validates AMP pages, cache resources and rewrites URL to parsing

How AMP affects Website Rankings?

  • Fast Page loading time

Well, AMP is not an official ranking factor, but it does help in SEO efforts. Having AMP optimized pages improve website loading time, and the site loading speed is a ranking factor. It is the very reason why Google emphasizes the importance of AMP optimized webpages.

 AMP is NOT a ranking factor” – confirmed John Mueller in an interview.

AMP helps in eliminating unnecessary website elements like excessive call to actions, Backend codes, and bulky picture. The process eventually helps in improving the site loading speed.

  • Additional Visibility on Google Search Results

The AMP pages are highlighted in the lightning bolt icon in the SERPs. AMP pages improve Click Through Rate (CTR) as users are aware of the fact that these pages load up quickly.

AMP + Structured Data = Improved chances of Getting Rich Results

  • Low Bounce rates

Bounce rates are something that businesses are struggling with. Modern users do not think twice before switching on to the next best alternative. The loading speed of AMP pages is 15-85% lower than that of traditional pages. Time matters a lot in website searches and with only 3 seconds to impress the viewers, AMP has become more important than ever.

  • Better Content Distribution

No doubt, interactive and interesting content converts, but if you are not providing information in a well-framed manner, it is useless. AMP pages load fast and distribute content efficiently to be viewed by your targeted audience.  This quick access to content provokes the desired action from your prospects too.

  • Improve User Experience

Google AMP improves user experience as the user is most likely to visit the AMP page rather than the traditional one as it loads quickly.


Faster loading webpages leads to more page visits and ultimately brings traffic to your ad. Having an AMP version of a website is a great way to streamline the user experience. The faster the site is, the more likely it is to rank high in the search results. Leveraging experienced and certified SEO Services India, helps you leverage the power of AMP for your business and flock in sales.

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