Google AMP HTML: What It Is And How To Set Up Your Website To Be Faster On Mobile Devices

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AMP stands for Accelerated Mobile Pages (accelerated mobile pages, in Portuguese), are pages of sites optimized for simplified loading and almost instantaneous when accessed via mobile devices. The project is an initiative of companies like Google, LinkedIn, Pinterest and Twitter.

“Today Apple is going to reinvent the phone.”

Using these words, for over 10 years, Steve Jobs presented the iPhone to the world, which was never the same. It was not just an iPod and a phone with internet access, but the device that revolutionized the market, broken companies and created a new world in the palm.

The following year, Apple launched the App Store, revolutionizing again with all the possibilities that the applications brought to the user. In 2008, Google also released the Android and its app store, which in accepting different brands and models of devices, democratized access to technology. Thus, the use of smartphones was entering the daily lives of people, until they became indispensable – came to the phrase that says leave the house without your cell phone is like going out without clothes.

In 2012, the number of Brazilians with smartphones was 14%, according to Google . Already in 2016, that number was 62%. The projection made in a media agency Zenith research is that by 2017, 75% of Internet use worldwide will be through mobile devices.

The phone turned our personal computer where the update social networks , chat with friends, check email, play online and consume content. According to Google, 44% of smartphone users use search engines at least once a week, leaving behind only the social and online video networks.

While the use of mobile devices to access the internet grew by leaps and bounds, the quality and speed of mobile internet often left to be desired, either by the contractor data packet, the user’s region or network problems. This problem transformed the user experience into something slow and frustrating, including Google searches.

As always raised the banner “mobile first”, Google introduced in late 2015 AMP Project , in conjunction with other technology companies like LinkedIn, Pinterest and Twitter.

What is AMP?

AMP stands for Accelerated Mobile Pages (accelerated mobile pages, in Portuguese) , which are pages of sites optimized for simplified loading and almost instantaneous when accessed via mobile devices.

The project is an initiative open source major content publishers and technology companies, with the aim of improving the entire ecosystem of content for mobile devices.

Basically, a page AMP has an architecture that prioritizes the page loading speed. This architecture is divided into three different configurations:

  • AMP HTML: an HTML code, with restrictions and extensions, going beyond basic HTML. Most of your tags are standard HTML, but some are replaced by specific tags AMP;
  • AMP JS: responsible for ensuring the fast rendering of pages AMP. Its main function is to make asynchronous everything external, so that no element of the page will block the rendering of another;
  • AMP Google Cache: is optional, but stores all the HTML pages AMP cached on Google ‘s servers and improves its performance automatically. Other companies may also develop its own cache of AMP.

When performing a search on Google using the phone, the pages configured AMP are marked with their initials. When you click a result marked as AMP, the simplified version of the page is loaded almost instantly.

Also, very slow pages are getting a warning tag for this problem, increasingly showing the importance of having a quick site (you can also check and apply some tips to improve the loading speed of your site and avoid this negative alert on your site).

AMP example gif


To be set, an AMP page ends up becoming a second version of the page with the same content as the original version, usually identified with “/ amp” at the end of the link, making it easy to identify your performance in isolation in web reports analytics. It also ends up another issue that can become a problem – the duplicate content .

To avoid this, you must include a tag canonical in the version of the WAP page indicating to Google which is the original version of the content. And for Google to identify that particular page has a version AMP, you must include a marking on the original page code, as in the example below:

<Link rel = “amphtml” href = “”>

What types of sites can use AMP?

The first sites to use this technology were major portals of American news, as Washington Post and Gizmodo . But nowadays, many sites around the world already implemented, mainly on content pages such as blog posting, recipes and news. But it is possible to apply the technology in ecommerce pages.

According to the project site , technology is open to everyone involved in the ecosystem: publishers, consumers and creators platforms. The goal is that all published content (news videos, through blogs, photos and GIFs) function. As it is an open source initiative, anyone can access and apply the settings. You can even be part of the project and make improvements.

According to Google and the project documentation, you can apply it at home, product pages and even on the search pages. We tested some searches using the phone and to check for any product on eBay Google, the pages you used AMP. It’s the result? ecommerce pages with an extremely fast loading.

AMP configuring your site

Several Content Management System platforms (CMS) also already have plugins and integrations for easy configuration, including WordPress (you can see the complete and updated list here ). But sites that use platforms that do not have this integration or do not use any kind may also apply.

Check out the step by step to configure AMP in WordPress

1. Enter the WordPress dashboard of your website, go to the menu plugins and click “New”;

2. To have more configuration options and improvements, such as track data in Google Analytics, insert structured data and use Google Tag Manager, install and activate the plugin  AMP is WP – Accelerated Mobile Pages ;

3. To set up Google Analytics in WordPress dashboard access AMP, click Analytics and enter the tracking code for your Analytics account;

4. To set the look of its accelerated pages within the MPA area click “Design” and “Launch Post Builder”;

5. In the newly opened screen, click “AMP”, “Appearance”, select the information you want to keep the accelerated pages, edit the colors according to your brand identity and your site and save the changes;

6. Now that you have the basics of AMP set, we recommend returning to the WordPress dashboard, access the AMP menu, view each item available for configuration and edit according to your website and your needs;

7. You can see how the final version of a publication AMP, even by the computer, accessing it and adding “/ amp” at the end of the URL (as

If you need to configure AMP HTML without using WordPress or other CMS, the project’s official website has a complete walkthrough with all that it takes to successfully apply, which you can access here .

Validating the HTML AMP

After making all the settings and create the AMP versions of the pages, you need to perform validation to see if the code is correct. For this, the project team provides a free tool validation.

To validate that the HTML and AMP is correct, just access the tool The AMP Validator insert the link from a page AMP (adding “/ amp” at the end of the URL) and click “Validate”. If the Validation Status is presented PASS, code settings are ok.

If the displayed Validation Status is FAIL, the AMP code has bugs that need to be fixed to the correct execution of the page and its indexing in search engines. To facilitate the adjustment, the tool displays just below the status, the listing of the errors found.

Could validate the page code? Now it is necessary to monitor the indexing on Google and evaluate their performance.

How to track indexing and access to AMP pages

After all the work to develop a version of the page in AMP, it is time to follow the indexing of pages in Google search results and results in Analytics.

To keep track of whether the pages are being indexed, you must have an account in Google Webmaster Tools: The complete guide of how to use it in practice and learn more about it.

By accessing the account, just select your site, click on “Appearance of research” and “accelerated Pages Mobile” next. On this page you can often follow the evolution in the number of pages indexed in Google and have some error (if errors on the screen itself you have more information about it).

If you have made the setting to follow in Google Analytics , you can track there as well the performance of pages, as they have a / amp on the URL to differentiate you.

The simplest way to assess the performance of isolated pages in AMP version to access the Analytics is on the menu with the Behavior reports by clicking “Site Content” and “All Pages”. Then type “/ amp” in the search field to display only that page type, as shown in the image below. Select the desired period and compare the performance of each AMP page.

So you can view data as sessions, average time on page and bounce rate for each page, and to evaluate performance and make improvements.


The site loading speed is extremely important to the user experience and its strategy SEO .

Faster sites make for a quality experience and sell more. According to research by Google , a page that takes up to 10 seconds to load may have an increase in the rejection rate of up to 123%. By reducing the average load time of the page for 2.2 seconds, the Firefox had a 15.4% increase in downloads.

But AMP is a Google ranking factor? No. Despite the many advantages, currently AMP is not a ranking factor for mobile devices, according to the webmaster trends analyst Google, Gary Illyes when responsive it was not a ranking factor.

Now that you know what is AMP, how to install it and what their advantages, just put it to rotate and then comment here about your experience!