Is Google AMP dead? Does It Work and Should You Use It?

by Jessica Gavino
September 4, 2023
Is Google AMP dead? Does It Work and Should You Use It?

In our fast-paced mobile web browsing era, speed and efficiency aren’t mere luxuries; they’re absolutely crucial. As we tap and swipe on our phone screens, we anticipate pages to spring to life swiftly. This need for speed gave rise to Google AMP. But what exactly is this Google AMP we often hear about? And does it hold significance in today’s mobile-centric environment? At, these queries come our way quite often. And with the online world constantly shifting, it’s the perfect time for a heart-to-heart about Google AMP, its place in today’s scenario, and its impact on the modern web. Whether you’re an agency, a freelancer, or just someone intrigued by the web, let’s dive into the tale of Google AMP.

What is Google AMP used for?

Imagine trying to load a page on your mobile, only to find yourself waiting… and waiting. We’ve all been there. That frustration is what Google hoped to eliminate with the introduction of Google AMP, or Accelerated Mobile Pages. In simple terms, Google AMP is designed to make web pages on mobile devices load faster, giving users a smoother and more enjoyable browsing experience. How does it achieve this? By stripping down the page to its most essential elements, ensuring that it loads without any unnecessary delays.

But it’s not just about speed. With a faster-loading page, businesses can potentially see better engagement, reduced bounce rates, and improved user retention. It’s like offering a VIP express lane for your website visitors, where they don’t have to wait in line or face any roadblocks. And in a world where every second counts, especially in online interactions, ensuring your website is quick and responsive can make a world of difference.

At, we recognize the importance of these fast-loading pages and the role they play in the broader mobile web experience. It’s more than just coding; it’s about creating a welcoming digital space where visitors feel valued and understood.

Does Google AMP still exist?

The online world is ever-changing. Just like fashion trends come and go, so do certain web technologies. Google AMP, once hailed as the savior of slow-loading mobile pages, often finds itself surrounded by a cloud of uncertainty. “Is Google AMP still relevant?” “Has it been pushed into obscurity?” are some questions that frequently hover in digital conversations.

To set the record straight, Google AMP is very much alive and kicking. Sure, like any technology, it’s seen its fair share of updates, tweaks, and transformations. But it’s this adaptability that has kept it relevant in our mobile-centric age. The core objective remains unchanged: offering mobile users a fast and efficient browsing experience.

So, while there might be whispers and rumors about its declining prominence, the reality is far from it. Google AMP continues to be a reliable tool for many websites, especially those keen on enhancing their mobile user experience. At, we’ve seen firsthand the positive effects of integrating AMP for various clients. It’s not about hopping on a trend; it’s about understanding what works best for the audience and ensuring they get the best experience possible.

Google AMP: Boon or Bane?

Every coin has two sides, and in the world of web technologies, Google AMP is no exception. It’s been both praised for its innovations and questioned for potential downsides. So, let’s break it down in a straightforward manner and figure out what’s what.

On the plus side, Google AMP has undeniably changed the game when it comes to loading speeds on mobile devices. Remember those times when you’d be waiting for a page to load while your coffee got cold? AMP aimed to put an end to that, ensuring swift load times by focusing on what’s essential on a page. In turn, businesses that adopted AMP often reported a boost in user engagement and a drop in the dreaded bounce rate. Imagine being a visitor and feeling the website you clicked on respects your time — that’s the vibe AMP tries to give off.

However, every solution comes with its set of challenges. Some critics argue that while AMP speeds things up, it might sometimes compromise the richness of content or the depth of user interactions. A few have even coined the phrase, “Why is Google AMP bad?” pointing towards the limitations it might impose on design flexibility or branding elements.

At, our perspective is a balanced one. We believe that Google AMP, like any tool, shines its brightest when used thoughtfully. It’s not a one-size-fits-all solution. Instead, it’s a piece of the puzzle that, when fitted correctly, can enhance the mobile web browsing experience manifold.

a person holding a smartphone

How do I turn on Google AMP?

Stepping into the world of Google AMP might feel a bit like venturing into unknown territory. You’ve heard of its potential, and you’re eager to experience it, but where to start? Turning on Google AMP for your website isn’t a riddle, but it does need a thoughtful approach.

First, it’s essential to understand that enabling Google AMP isn’t merely a switch you flip. It requires setting up specific versions of your web pages tailored to the AMP format. These pages are optimized, streamlined, and crafted to provide the fastest user experience possible on mobile devices.

While there are numerous tools and plugins out there that claim to “AMP-ify” your site with a click, we’d advise a pinch of caution. Like a favorite recipe, sometimes taking shortcuts can compromise the final dish. That’s why at, we put emphasis on hand-coding from scratch. It’s about ensuring that the AMP versions of your pages aren’t just fast, but also effective and reflective of your brand’s essence.

So, if you’re an agency or freelancer considering Google AMP, think of it as a project. It’s not just about enabling a feature but tailoring an experience. And if you ever feel like you’re treading murky waters, remember, seasoned navigators like us are always here to help guide the way.

Why Some Choose to Disable Google AMP

One primary reason is the desire for control. As AMP strips down web pages to their essentials for speed, there might be instances where this process oversimplifies a page’s content or design. Brands that have a particular aesthetic or interactive elements critical to their online identity might feel that AMP puts them in a box.

Moreover, the ongoing maintenance can sometimes be daunting. The digital world is ever-evolving, and keeping AMP pages updated and in harmony with their non-AMP counterparts requires attention to detail and consistent effort.

Another point of contention? Analytics. Tracking visitor behavior, conversions, and other key metrics is vital for any online business. Some feel that AMP can make this process a bit trickier, potentially affecting the insights they derive.

That said, it’s essential to remember that every website, brand, and online strategy is unique. What works wonders for one might not be the perfect fit for another. At, our approach is simple: We listen, understand, and then craft solutions tailored to specific needs. Whether it’s to embrace AMP or decide it’s not the right path, we’re here to navigate that decision-making process alongside you.

The Current State of Google AMP

When AMP was first introduced, it was hailed as the solution to sluggish mobile web performance. And, for a while, it seemed like everyone was jumping on the AMP bandwagon. The dream of instant-loading pages on mobile was tantalizing, and many embraced it wholeheartedly.

However, as the dust settled, the conversations around AMP became more nuanced. Yes, it delivered on speed, but at what cost? Some brands grappled with design constraints, while others had concerns about how AMP pages were cached and delivered.

So, what’s the verdict in the present day? Well, Google AMP still exists, and it’s evolving. The team behind AMP continues to refine and expand its capabilities, addressing feedback and pushing the boundaries of what’s possible. While some early adopters have reconsidered and moved away from AMP, many others have found ways to integrate it seamlessly into their digital strategies.

But here’s a takeaway: In the sea of digital choices, it’s crucial to find what resonates with your brand’s goals and your audience’s needs. At, our mission isn’t to chase every trend but to help you make informed choices. Google AMP, or any other technology, is a tool – and the magic lies in how you wield it.

Real-life Examples of Google AMP in Action:

Imagine a popular online magazine known for its engaging articles. With readership primarily on mobile, they needed a solution that would allow their audience to access content swiftly without waiting ages for the page to load. By implementing Google AMP, they not only achieved faster loading times but also noticed a decrease in bounce rates. Readers stayed longer, engaged more, and the overall user experience was elevated.

Then there’s an e-commerce brand, where every second of loading time can translate to potential revenue lost. They embraced Google AMP for their product pages. The result? A smoother, more efficient browsing experience for shoppers, leading to improved conversion rates.

Of course, there’s the other side of the coin too. A local artist wanted a website that was a blend of interactivity, animation, and music – a full sensory experience. They initially considered AMP but realized it might not align with their vision due to its emphasis on speed and optimization, potentially sidelining some of the rich features they wanted.

So, what can we learn from these scenarios? Google AMP, like any tool, shines in the right context. It’s not a one-size-fits-all solution, but in the right environment, it can truly make a difference.

At, we believe in tailoring solutions based on individual needs. It’s not just about jumping onto a trend but understanding how it fits into your larger digital narrative.

Navigating Common Google AMP Issues

It’s no secret that while Google AMP offers some exciting benefits for mobile web speed, it’s not without its challenges. As with any tool, understanding its quirks and potential pitfalls is crucial to harness its full potential.

Firstly, one of the things we’ve observed is the balance between design flexibility and performance. Google AMP prioritizes speed, and this sometimes means sacrificing certain design elements. For businesses with a keen eye on branding, this might pose a hurdle. You may need to rethink and adjust certain design choices to fit within the AMP framework.

Analytics can also be a bit of a curveball. While AMP does support various analytics platforms, setting them up might require a little extra care and attention to detail. It’s vital to ensure accurate tracking since data is the backbone of any successful online strategy.

Another aspect worth mentioning is the potential disparity between AMP and non-AMP content. Keeping the two versions of content consistent can be a task, especially for websites that are frequently updated.

However, it’s important to remember that challenges often come with opportunities. While Google AMP might introduce new considerations, it also opens the door to faster mobile experiences, which can be a game-changer for many.

And here’s where we come into the picture. At, we hand-code from scratch, ensuring precision and care in every project. We don’t rely on shortcuts or cookie-cutter solutions. Instead, we focus on understanding your specific needs and crafting a strategy that aligns perfectly.

Test Before You Rest: The Google AMP Test

In technology, speed is more than just a luxury; it’s an expectation. Mobile users want information, and they want it fast. This is where Google AMP sweeps in, promising lightning-quick mobile experiences. But how do you know if your AMP-enabled pages are genuinely up to the mark? Enter the Google AMP Test.

Think of the Google AMP Test as a friendly neighbor who points out if you’ve accidentally left your car lights on. It’s there to ensure you don’t miss out on any potential benefits AMP promises. By running your pages through this test, you get insights into what’s working and where there might be room for improvement.

To use the Google AMP Test, all you need is the URL of your page. Punch it in, and let the tool do its thing. If there are issues, it won’t just vaguely point them out. Instead, it’ll provide actionable feedback. Maybe an image isn’t optimized correctly, or perhaps a script is causing delays. By pinpointing these areas, the test makes troubleshooting a whole lot easier.

Now, you might wonder, “Is it necessary to run this test if I’ve been meticulous in my AMP implementation?” While it’s commendable to be thorough, the digital landscape is ever-evolving. Browsers update, user behaviors shift, and technologies advance. Regular testing ensures that your AMP pages remain in tip-top shape amidst these changes.

Remember, the goal isn’t just to have AMP pages but to ensure they deliver on their promise of speed and user experience. At, we understand the nuances of the digital world. We hand-code every project, making sure that every line of code serves a purpose. So, whether you’re just starting with Google AMP or looking to optimize your existing pages, consider us as part of your team, ensuring you get the best out of every tool at your disposal.

In the world of AMP, it’s not just about moving fast but moving right. So, before you call it a day on your AMP implementation, give it a test. After all, a little assurance goes a long way.

A group of people talking

Why Choose Hey Reliable for Google AMP?

Navigating the digital waters of today can sometimes feel like steering a ship through fog. You know there’s potential ahead, but the path isn’t always clear. Especially when it comes to Google AMP, where precision and attention to detail can make or break the user experience.

This is where Hey Reliable shines.

Firstly, let’s be honest. A lot of companies out there might try to lure you in with fancy tools or automated plugins that promise a quick-fix AMP solution. But in the digital world, shortcuts can sometimes lead to long delays. At Hey Reliable, we believe in hand-coding from scratch. Why? Because it allows us to craft a unique solution that’s tailored just for you, ensuring quality and authenticity every step of the way.

What sets us apart isn’t just our commitment to quality, but also our genuine care for your digital success. Every line of code we write, every page we optimize, comes with a dash of dedication. We’re not just another developer; we’re a partner. And as partners, we truly want to see your pages not just AMP-compliant but flourishing in their digital environment.

Furthermore, Hey Reliable is the go-to developer partner for agencies and freelancers. It means we’ve seen a diverse array of challenges and tackled them head-on. Our breadth of experience ensures we bring a holistic approach to your project, always keeping in mind the bigger picture.

Lastly, in an era of ever-changing algorithms and shifting digital standards, being adaptable is crucial. With us, you get a partner who’s not just up-to-date but anticipates changes, ensuring your AMP pages remain at the forefront of efficiency and user experience.

So, if you’re looking for a partner who cares about your digital aspirations as much as you do, Hey Reliable is ready to sail alongside you, making sure the waters ahead are clear and full of potential. Because at the end of the day, it’s not just about coding or optimizing; it’s about building a digital future you can be proud of.

Wrapping Things Up

As we come to the end of our discussion on Google AMP, it’s clear that the digital world is constantly evolving, presenting both challenges and opportunities. Making sense of it all and ensuring you’re on the right track isn’t always straightforward. That’s where the essence of choosing the right partner comes into play.

So, as you contemplate the future of your digital presence and the role of Google AMP, remember that having a partner who understands your needs can make all the difference. And we’re always here, ready to help you navigate and thrive in this dynamic digital space.

Thank you for joining us on this exploration. We’re excited about what the future holds and look forward to being part of your digital success story. Whatever you decide, always aim for clarity, authenticity, and a touch of heart in everything you do. Here’s to a bright and successful digital future!

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