AMP
Quick Definition
AMP (Accelerated Mobile Pages) is an open-source framework that creates stripped-down, fast-loading versions of web pages for mobile devices. While no longer required for top stories, AMP can still improve mobile page speed.
Why It Matters
AMP was once required to appear in Google's Top Stories carousel, but that requirement was removed in 2021. Understanding AMP helps you make informed decisions about whether it is worth implementing for your site. Many Indian news publishers still use AMP for its fast loading on slower mobile networks.
Real-World Example
Visit any major Indian news site like NDTV or Times of India on mobile and you will often see AMP versions of articles that load almost instantly. The AMP version strips away heavy scripts and ads, delivering a simplified but extremely fast reading experience.
Signal Connection
Momentum -- AMP pages load significantly faster on mobile, which can improve user engagement metrics over time. While AMP itself is not a ranking factor, the speed improvement contributes to positive momentum in engagement signals.
Pro Tip
Before implementing AMP, test your current mobile page speed using PageSpeed Insights. If your mobile pages already score 90+ on performance, AMP may not be worth the development overhead. Focus AMP efforts on content-heavy pages that load slowly on mobile.
Common Mistake
Thinking AMP is still required for Google rankings or Top Stories. Since 2021, Google no longer requires AMP for Top Stories eligibility. The decision to use AMP should be based purely on your mobile performance needs, not on ranking expectations.
Test Your Knowledge
Is AMP still required to appear in Google's Top Stories carousel?
Show Answer
Answer: B. No, Google removed the AMP requirement for Top Stories in 2021
Google removed the AMP requirement for Top Stories in June 2021. Any page that meets Google's content policies and Core Web Vitals thresholds can now appear in Top Stories, regardless of whether it uses AMP.