Google AMP and SEO: pros and cons of the framework and its use

Put us to the test
Put us to the test!
Analyze your site
Select the database

Since its first introduction, the AMP framework – Accelerated Mobile Pages – has been rather controversial: in extreme summary, it promises high page speeds and visibility in SERP, but requires coercive submission to a reduced form of HTML, to practically put on a diet the pages of the site so to make them more attractive to users who browse from smartphones.

Faced with several brilliant case studies, for many the implementation was random and the results confused and the news that Google has decided to no longer request exclusively AMP for inclusion in the carousel of Top Stories opened the discussion on the future of the project. In fact, the data claim (still) that the AMP pages work much better, increasing the rankings and entries of the sites that implement them correctly: and since today is held the first AMP Fest – the first official event of the project, for “celebrate the past and unveil the future” – this is the right time to talk about the pros and cons of this framework.

What really are the AMP pages

Announced back in 2015, AMPs are lightweight pages designed to offer mobile users a lightning-fast and more immersive experience, as predicted by the project based, as read on the official website, on “an open source HTML framework that combines web components to easily create user first sites, stories, ads and emails that load quickly and smoothly and give priority to the user experience above all else”.

For most sites, adopting this framework implies the creation of a reduced and optimized AMP copy for mobile d