Javier Hellin

Javier Hellin

Head of Web
Related topics: Web Development

Discover AMP and how AMP can improve your website results

Wednesday July 4th, 2018

The appearance of mobile devices and the increase of their use has made us rethink the way in which we create websites. The focus on technologies and content have evolved dramatically in recent years.

How many times have we got one of those websites that take so long to load? And those that do not stop showing popups and advertising messages that we can close or eliminate (if we can)?

Until recently Google had decided to continue pushing the “mobile car” back, but in 2015 Google began showing their support for a new budding opensource technology that eventually became what we know today as AMP or Accelerated Mobile Pages; in short, pages focused on mobile with fast loading. The AMP pages render the content much faster than a normal page: images, videos, advertising, etc., from 15% to 85%, and also help to reduce the cost of data on our mobile.

With this new language, Google has also managed to improve the user experience by “forcing” developers to remove part of the heavy code from the page and define what can or can not be included for mobile and in what form, which is perhaps the most important advancement. In this way, AMPs pages are usually more affordable and usable by mobile devices.


The foundations of AMP are based on 3 principles:

Labeling of own HTML, with restrictions as we have commented to ensure a better performance.
Java Script (JS) Library  that guarantees the fast rendering of the pages.
And the optional Google cache nodes, keeping the content closer to the consuming users.

The speed and cleanliness of the website code are the key points of the AMP improvements:

  • Reduce CPC: AMP pages are favored over others in indexer results, so ads have a better ranking in online campaigns.
  • SEO improvement: the speed of loading makes the organic classification of the web better.
  • Increase CTR: the speed also, improves key indicators of a site such as bounce rate.

We should clarify that although the AMP  technology initially was thought for mobile, you can also develop AMP for desktop and as an example take a look at next page from BMW.

As a note of confirmation, Google is implementing AMP little by little in all its services, so we can be confident that this technology will be dominant in web sites accessible to mobiles in the near future.

You can see all the requirements and possibilities offered by AMP in the following link.