{"id":20053,"date":"2020-01-28T14:23:28","date_gmt":"2020-01-28T14:23:28","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/amp"},"modified":"2026-09-14T10:34:00","modified_gmt":"2026-09-14T10:34:00","slug":"amp","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/amp","title":{"rendered":"AMP"},"content":{"rendered":"

\"AMP\"Definition:<\/strong><\/p>\n

AMP<\/strong>, short for Accelerated Mobile Pages, is an open-source project that provides a format and components for building web pages designed to load quickly. It combines HTML rules, a JavaScript library and delivery mechanisms that help control how resources are loaded and displayed.<\/p>\n

Although its name refers to accelerated mobile pages, AMP pages can also be viewed on computers and other devices. Implementing it does not guarantee instant loading or an automatic improvement in SEO rankings<\/a>.<\/p>\n\n

Origin and evolution of AMP<\/h2>\n

Google announced the AMP project in October 2015, with the participation of publishers and technology companies. The initiative aimed to reduce the slow loading that affected access to content from mobile phones.<\/p>\n

Its initial use was particularly associated with news pages and articles. The project added components for ads, forms, multimedia content and interactions, extending its capabilities beyond static documents and enabling applications in e-commerce.<\/p>\n

AMP for Email was introduced to developers in 2018. It uses a subset of components to enable certain interactions within a message, provided the email service supports the format. It is not the same as sending an AMP web page without adaptation.<\/p>\n

The relationship between AMP and news distribution has also changed. Since 2021, Google has not required this format for inclusion in the Top Stories carousel. AMP is not a general requirement for a fast, responsive website or visibility in search engines.<\/p>\n

How AMP works<\/h2>\n

AMP applies restrictions and components that help organize resource loading. Its mechanisms include asynchronous JavaScript execution, reserving space for images and other elements, and prioritizing the resources the user needs.<\/p>\n

These measures aim to reduce blocking during page rendering and unexpected content shifts. The outcome still depends on the design, resources used, device and connection. Not all AMP pages deliver the same performance.<\/p>\n

The format supports advertising through compatible components and integrations. However, it does not accept any advertising code without adaptation: the networks, formats and features available must meet its requirements.<\/p>\n

An AMP page can be published as the main page or as an alternative version of another page. When both versions exist, they must be linked correctly and offer equivalent content and functionality as far as possible. The documentation on AMP in Google Search<\/a> explains these requirements.<\/p>\n

Google applies the same general criteria to AMP as to other web pages. Using the format does not in itself provide a ranking advantage; the user experience must be assessed alongside the content and other aspects of the site.<\/p>\n

AMP structure<\/h2>\n

Three elements can be distinguished in the operation of AMP pages, although not every visit passes through an external cache:<\/p>\n