Technical SEO • 9 min read

AMP Pages Guide: Should You Still Use AMP in 2025?

Everything you need to know about AMP (Accelerated Mobile Pages) in 2025. Learn whether AMP is still relevant, when to use it, and how to implement it.

By Rankture Team
AMP Pages Guide: Should You Still Use AMP in 2025?

AMP (Accelerated Mobile Pages) was once considered essential for mobile SEO. But with Google’s Core Web Vitals update and changes to how AMP is treated in search, is it still relevant in 2025?

Here’s everything you need to know.

What Is AMP?

AMP is an open-source framework created by Google to build fast-loading mobile web pages. It uses:

How AMP Works

  1. AMP restricts certain HTML/CSS/JS features
  2. AMP JS optimizes resource loading
  3. Google caches AMP pages on its CDN
  4. Users get near-instant loading from Google’s servers

The State of AMP in 2025

What Changed

Page Experience Update (2021):

Current Reality:

AMP vs Core Web Vitals

FactorAMPOptimized Non-AMP
Speed guaranteeYes (enforced)Depends on implementation
Effort requiredMediumMedium-High
FlexibilityLimitedFull
CachingGoogle CDNYour CDN
AnalyticsRestrictedFull

When AMP Still Makes Sense

1. News Publishers

Benefits for news sites:

2. Ad-Heavy Sites

AMP benefits:

3. Limited Development Resources

If you can’t optimize:

4. Email Marketing

AMP for Email still relevant:

When to Skip AMP

Modern Tech Stacks

If you’re using:

You can achieve AMP-like speeds without AMP restrictions.

Interactive Web Apps

AMP doesn’t work for:

E-commerce

AMP limitations hurt e-commerce:

Implementing AMP (If Needed)

Basic AMP Page Structure

<!doctype html>
<html amp lang="en">
<head>
  <meta charset="utf-8">
  <script async src="https://cdn.ampproject.org/v0.js"></script>
  <title>AMP Page Title</title>
  <link rel="canonical" href="https://example.com/page/">
  <meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale=1">
  <style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz-animation:none;-ms-animation:none;animation:none}</style></noscript>
  <style amp-custom>
    /* Your CSS here */
  </style>
</head>
<body>
  <h1>Hello AMP</h1>
</body>
</html>

AMP Requirements

Required:

Restrictions:

AMP Images

Regular images don’t work in AMP:

<!-- Wrong -->
<img src="image.jpg" alt="Description">

<!-- Right -->
<amp-img src="image.jpg" 
         width="600" 
         height="400" 
         layout="responsive"
         alt="Description">
</amp-img>

AMP Components

AMP provides components for common needs:

<!-- Video -->
<amp-video width="480" height="270" 
           src="video.mp4"
           poster="poster.jpg"
           layout="responsive">
</amp-video>

<!-- Carousel -->
<amp-carousel width="400" height="300" 
              layout="responsive"
              type="slides">
  <amp-img src="slide1.jpg" width="400" height="300"></amp-img>
  <amp-img src="slide2.jpg" width="400" height="300"></amp-img>
</amp-carousel>

<!-- Analytics -->
<amp-analytics type="googleanalytics">
  <script type="application/json">
  {
    "vars": {
      "account": "UA-XXXXX-Y"
    },
    "triggers": {
      "trackPageview": {
        "on": "visible",
        "request": "pageview"
      }
    }
  }
  </script>
</amp-analytics>

AMP and SEO Configuration

Maintain both AMP and non-AMP versions:

On non-AMP page:

<link rel="amphtml" href="https://example.com/page/amp/">

On AMP page:

<link rel="canonical" href="https://example.com/page/">

AMP-Only

Not recommended because:

Structured Data on AMP

Include same structured data as non-AMP:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "NewsArticle",
  "headline": "Article Title",
  "image": ["https://example.com/image.jpg"],
  "datePublished": "2025-01-22",
  "author": {
    "@type": "Person",
    "name": "Author Name"
  }
}
</script>

Validating AMP Pages

AMP Validator

Add #development=1 to URL to enable console validation:

https://example.com/page/amp/#development=1

Online Validator

Use: https://validator.ampproject.org/

Chrome Extension

Install AMP Validator extension for on-page validation.

Search Console

Check AMP status in Search Console:

Common AMP Issues

1. CSS Too Large

Error: CSS exceeds 75KB limit.

Fix: Remove unused CSS, minimize, split per page.

2. Missing Image Dimensions

Error: Images require width and height.

Fix: Always specify dimensions:

<amp-img width="600" height="400">

3. Invalid Custom JavaScript

Error: Custom JS not allowed.

Fix: Use AMP components or amp-script (limited).

4. Canonical Mismatch

Error: AMP and canonical don’t match.

Fix: Ensure canonical points to correct non-AMP URL.

Alternatives to AMP

Modern Static Site Generators

Core Web Vitals Optimization

Focus on:

Edge Computing

Decision Framework

Use AMP If:

Skip AMP If:

Migrating Away From AMP

If you have AMP and want to remove it:

  1. Ensure non-AMP pages pass Core Web Vitals
  2. Remove amphtml link from non-AMP pages
  3. Set up 301 redirects from AMP URLs
  4. Update sitemap
  5. Monitor Search Console

Redirect setup:

# Redirect AMP URLs to canonical
location ~ ^/(.+)/amp/$ {
  return 301 /$1/;
}

Summary

AMP in 2025:

Recommendation: Focus on Core Web Vitals optimization instead of AMP, unless you’re a news publisher or have specific AMP use cases.

Related Resources:

Tags:

amp mobile seo page speed google

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