AMP Implementation Guide for WordPress
Learn about Accelerated Mobile Pages (AMP), its potential benefits for speed, and how to implement it on your WordPress site.
What are Accelerated Mobile Pages (AMP)?
Accelerated Mobile Pages (AMP) is an open-source framework backed by Google, designed to make web content load almost instantly on mobile devices. It achieves this by enforcing a strict set of rules and using optimized components.
The core components of AMP are:
- AMP HTML: A subset of standard HTML with specific tags and restrictions (e.g., no most third-party JavaScript).
- AMP JS: A JavaScript library that manages resource loading and provides custom AMP elements for features like carousels and lightboxes, ensuring fast rendering.
- AMP Cache: Optional (but commonly used) Content Delivery Networks (like Google’s AMP Cache or Bing’s AMP Cache) that fetch, cache, and serve valid AMP pages extremely quickly directly from their servers.
Why Consider Implementing AMP?
AMP offers potential advantages, primarily focused on mobile speed.
Drastically Faster Mobile Loading Speed
This is AMP’s primary goal. By simplifying code and leveraging caching, AMP pages often load significantly faster than standard mobile pages, leading to a better user experience.
Improved Mobile User Experience
Instant loading reduces frustration and bounce rates, keeping mobile users engaged with your content.
Potential SEO Benefits (Indirectly)
While AMP itself is not a direct ranking factor, the speed improvements it provides contribute positively to Page Experience signals (like Core Web Vitals), which *are* ranking factors. Faster mobile pages are favoured by Google.
Eligibility for Certain SERP Features (Historically)
Previously, AMP was often required for inclusion in Google’s “Top Stories” carousel on mobile. While this requirement has been removed (any page meeting Page Experience criteria can appear), AMP pages are inherently fast and still commonly feature there.
How AMP Achieves Speed
AMP enforces performance through several mechanisms:
- Restricted HTML/CSS: Limits tags and requires streamlined CSS (often inlined, size limited).
- Asynchronous JavaScript Only: Allows only AMP’s own optimized JS library (AMP JS) and prohibits most third-party synchronous scripts that block rendering.
- Managed Resource Loading: AMP JS prioritizes loading critical resources first and lazy-loads others.
- Static Layouts: Requires elements to have defined sizes early to prevent layout shifts.
- AMP Cache Pre-rendering: Pages served from an AMP Cache can be pre-rendered in search results for near-instant display when clicked.
Implementing AMP in WordPress
The most common and practical way to implement AMP on a WordPress site is by using a dedicated AMP plugin. These plugins handle the conversion of your standard pages into valid AMP format automatically.
Most plugins offer different modes:
- Standard (Formerly ‘Native’): Your entire site uses a single AMP-compatible theme. All pages are AMP by default. Simplest, but requires an AMP-first theme.
- Transitional (Formerly ‘Paired’): Uses your active theme but generates separate AMP versions of your pages (often at
yourdomain.com/page/amp/). Allows using non-AMP themes but requires maintaining compatibility and potential template differences. - Reader: Provides very basic, simplified AMP templates, often differing significantly from your main site design. Generally less recommended now unless compatibility is a major issue.
Recommended AMP Plugins for WordPress
Popular choices for enabling AMP on your site.
AMP (Official Plugin)
Developed by the AMP Project contributors, including Google. Focuses on providing a robust core AMP experience and validation. Offers Standard, Transitional, and Reader modes. Aims for compatibility and ease of use, with fewer complex customization options compared to some third-party plugins.
AMP for WP – Accelerated Mobile Pages
A popular third-party plugin offering extensive features and customization options, even in the free version. Includes multiple themes, drag-and-drop page building (via extensions), support for many popular plugins (forms, ads, etc.), and advanced settings. Can be more complex to configure but offers greater flexibility.
Testing & Validating Your AMP Setup
Ensure your AMP pages are error-free and recognized by search engines.
The AMP Validator
Use the official online validator or browser extension from amp.dev to check individual URLs for AMP HTML errors. Fixing these errors is crucial for your pages to be served from the AMP Cache.
Google Search Console (AMP Report)
Under the ‘Experience’ section, the AMP report shows which AMP pages Google has discovered, whether they are valid or invalid, and details specific errors found during crawling.
Google AMP Test Tool
Tests if a URL is valid AMP and provides a preview of how it might appear in Google Search results. Useful for checking specific pages.
Pros & Cons of Implementing AMP
Weigh the advantages and disadvantages before deciding.
Pros
Significantly Faster Mobile Load Times
Core benefit leading to better UX.
Improved User Experience
Reduced frustration, lower bounce rates.
Potential (Indirect) SEO Boost
Via improved speed and Page Experience signals.
Cons
Design & Functionality Limitations
Restricted code limits complex designs and scripts.
Development & Maintenance Overhead
Can require extra effort, especially with ‘Paired’ mode.
Potential Analytics Complexity
Requires careful setup to track users across AMP/non-AMP versions.
Less Emphasis from Google Now
Focus shifted to overall Page Experience; AMP is just one way to achieve speed.
AMP Frequently Asked Questions
Is AMP still relevant for SEO in 2024?
AMP is no longer required for Top Stories, and the focus is now on overall Page Experience (Core Web Vitals, etc.). While AMP helps achieve speed, it’s not the only way. Its relevance depends on whether the speed benefit outweighs limitations for your site.
Does AMP replace responsive design?
No. AMP creates fast *versions* of pages. You still need a responsive theme for your main site, especially if using AMP’s ‘Transitional’ (paired) mode.
What are the main downsides of using AMP?
Downsides include: Design/functionality limits due to restricted code, maintenance overhead (especially paired mode), potential analytics complexity, and development constraints.
How do I check if my AMP pages are valid?
Use tools like:
- The AMP Validator (online or extension)
- Google Search Console (AMP Report)
- Google’s AMP Test Tool
Considering AMP for Your Site?
Evaluate the pros and cons carefully based on your content and audience. If you need help implementing or optimizing AMP, reach out to us.
Discuss AMP Strategy