AMP (Accelerated Mobile Pages)
AMP is an open-source framework from Google for fast, mobile-optimized websites that uses simplified HTML, CSS, and JavaScript to minimize loading times. In SEO, it prioritizes AMP pages in mobile search results, which increases traffic; hosting requires special configurations for caching.
The importance of AMP has declined significantly. Since 2021, the format is no longer a requirement for news carousels in Google search, and many publishers have abandoned it. The reason: A second, limited version of each page requires maintenance and restricts design freedom.
Do the math: AMP reduces the loading time of a typical page from about 2,5 seconds to under 1 second, but it disables custom JavaScript and most extensions. The same page, running on a fast server with caching, compressed images, and few extensions, now loads in 0,8 to 1,2 seconds, without a second version. For most websites, that's the better approach.
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