Over the past decade, mobile browsing has overtaken desktop use, forcing website owners and digital marketers to re-evaluate their strategies. In response, Google introduced Accelerated Mobile Pages in 2015 to improve page loading speeds and enhance mobile usability. AMP’s early adoption surged across news platforms, e-commerce stores, and blogs aiming for better rankings and user experiences. However, as technology evolved, the industry began questioning AMP’s continued relevance.
In 2025, mobile SEO is shaped by user experience, site speed, and technical flexibility. While AMP mobile SEO still contributes to some advantages, the dominance it once had may be less pronounced. So, is AMP still worth implementing, or have modern alternatives caught up or even surpassed it?
The Origins and Purpose of AMP
To understand AMP’s role today, you need to know why it was created. AMP was Google’s response to slow mobile websites. These slow sites frustrated users and search engines trying to deliver the best experience.
What AMP Was Designed to Fix
AMP pages were designed to load in almost no time. By stripping away non-essential scripts and enforcing strict HTML standards, AMP delivered content fast. The framework allowed Google to pre-render and cache AMP pages, giving them a huge speed advantage. This was especially useful for publishers who made money from clicks and impressions.
AMP also provided consistency across devices and platforms. Whether users clicked on a Twitter link or Google search, AMP pages gave a standard experience, no unpredictable layouts or loading times.
Early Adoption and SEO Benefits
Initially, AMP mobile SEO seemed to have clear benefits. AMP pages got special treatment in mobile search results, like being in the Top Stories carousel. Publishers reported faster indexing, better engagement and sometimes higher rankings. The promise of performance with minimal effort convinced many to implement AMP, especially news sites and content heavy websites. At the time, the limitations of AMP in design and monetization were outweighed by the visibility and performance gains.
AMP and Mobile SEO in 2025
As we move through 2025, AMP is no longer the only, or even the most favored, method for creating fast-loading mobile content. The SEO landscape has shifted. So where does AMP stand now?
Shift in Google’s Priorities
In 2021, Google stopped requiring AMP for eligibility in the Top Stories feature, signaling a move toward broader page experience signals. Core Web Vitals became the new performance standard. These metrics evaluate real-world speed, interactivity, and layout stability, regardless of the underlying technology. This meant that sites no longer needed AMP to qualify for mobile visibility perks, as long as they offered excellent page experience. Responsive websites built with frameworks like React, Vue, or standard HTML could now compete equally by optimizing for Core Web Vitals.
Has AMP Lost Relevance?
While not obsolete, AMP’s exclusivity has diminished. It is now one of many ways to achieve fast-loading mobile content, rather than the only recommended option. In fact, AMP may even create additional work for developers who must maintain two versions of a site, AMP and non-AMP.
Yet, AMP hasn’t disappeared. It’s still widely used on publisher sites and some e-commerce platforms. For sites with large mobile traffic and a need for standardized performance, AMP remains a valid option. Its CDN caching and lightweight code can still boost page load times, which matters for ranking and user engagement.
Advantages of AMP in 2025
Despite reduced prominence, AMP still offers several strengths that contribute to mobile SEO success. If used strategically, AMP can help certain websites meet their goals effectively.
Lightning-Fast Load Times
AMP pages continue to load significantly faster than most traditional web pages. In industries where bounce rates skyrocket with every extra second of loading, this can be crucial. For example, mobile users accessing news, recipes, or blog articles often prioritize speed over aesthetics. Fast-loading mobile content can increase dwell time and reduce abandonment.
Consistency and Reliability
Because AMP follows strict design rules, it prevents bloated pages that break on different screen sizes. For developers who struggle with mobile responsiveness, AMP can serve as a shortcut to delivering a reliable experience. Additionally, AMP’s integration with Google’s AMP Cache ensures stable performance even under high traffic volumes. This is particularly valuable for content platforms and viral campaigns.
Built-in Analytics and Ads Integration
AMP has evolved to include robust analytics and advertising support. With built-in components for tracking, banner placements, and video integration, AMP allows monetized sites to retain revenue potential while prioritizing speed. These built-in tools mean less reliance on external JavaScript, which often slows down mobile sites. For businesses that depend on ad revenue or detailed analytics, AMP remains a viable, if sometimes limited, option.
Disadvantages and Limitations of AMP
While AMP still has value, its limitations are more apparent as other optimization methods have matured.
Limited Design Flexibility
AMP restricts certain design elements and scripts which can limit branding and UX. While the AMP framework has gotten more flexible over time, you still don’t have full control. Businesses looking for custom layouts, interactive elements or third party integrations will find AMP too restrictive. This is especially true for e-commerce and portfolio sites where visual storytelling and dynamic features drive engagement and conversions.
Maintenance Complexity
AMP sites need to maintain two versions of their content: the standard mobile site and the AMP version. This doubles the development, content updates and QA workload. In 2025 with responsive design tools getting more powerful and widespread this redundancy can be seen as unnecessary.
Maintaining AMP can also slow down deployment cycles or conflict with modern CMS platforms which are now emphasizing one codebase.
Less Love from Google
With Google prioritizing Core Web Vitals and eliminating AMP only search perks, the cost to benefit of AMP is no longer justified. Unless AMP pages outperform standard pages on key metrics, they may not be worth the extra complexity.
Alternatives to AMP for Fast Mobile Content
As AMP’s dominance has waned, other tools and best practices have risen to the forefront of mobile optimization.
Responsive Design and Core Web Vitals
The easiest and most effective way to achieve fast-loading mobile content is through well-built responsive design. Using flexible layouts, image optimization, and modern coding techniques, developers can create mobile experiences that match or exceed AMP performance. Combined with attention to Core Web Vitals, such as Largest Contentful Paint, First Input Delay, and Cumulative Layout Shift, these practices often make AMP redundant.
Progressive Web Apps
PWAs are another solution gaining traction. They allow websites to function like native apps, offering offline access, push notifications, and lightning-fast speed. For businesses seeking deeper engagement and conversion, PWAs can outperform both AMP and traditional mobile sites. PWAs also allow more design freedom and richer interaction, making them ideal for brands with unique content or complex workflows.
Server-Side Rendering and CDN Optimization
Advanced techniques like server-side rendering and edge-based caching with Content Delivery Networks have improved drastically. These tools help reduce latency, improve speed, and offer consistent mobile performance. Modern CDNs optimize delivery based on device type, location, and connection speed, making them powerful allies in mobile SEO even without AMP.
When AMP Still Makes Sense
Despite its reduced role, AMP is still useful in certain situations. Not every business has to get rid of it, especially if their audience expects instant access to simple content.
Publishers and News Sites
For digital publishers, AMP still has value. Many platforms rely on Google Discover and Top Stories for traffic where AMP pages are still preferred. If speed and visibility are top of mind, AMP might still be worth the investment.
Budget-Conscious Small Businesses
Businesses without deep development resources can benefit from AMP’s pre-built framework. Instead of building a fully optimized responsive site, they can use AMP templates to launch fast and meet mobile performance standards.
High Volume Landing Pages
For marketers running campaigns with specific landing pages, AMP can deliver fast, distraction-free experiences. Pages built for lead gen, email opt-ins or event registration can benefit from AMP’s simplicity and speed.
FAQs
Is AMP still required for Google’s Top Stories in 2025?
No, AMP is no longer required for Top Stories eligibility. Google evaluates pages based on Core Web Vitals and overall page experience. While AMP can help meet these metrics, it is not mandatory.
Does AMP improve mobile rankings in 2025?
Not directly. AMP is not a ranking factor by itself, but it can help improve speed and UX, which are ranking signals. A well-optimized non-AMP site can perform just as well.
Should I remove AMP from my website?
That depends on your goals. If AMP is increasing speed, engagement, and traffic without creating too much maintenance, it can still be beneficial. But if it’s duplicating effort or limiting your features, exploring other optimization strategies might be wise.
What’s better for mobile SEO now—AMP or Core Web Vitals?
Core Web Vitals are the main focus of Google’s mobile SEO standards. AMP can help achieve them but is no longer the only path. A responsive, optimized site that meets Core Web Vitals is often the better long-term strategy.
Conclusion
AMP is no longer the default choice for mobile optimization in 2025, as developers now favor responsive design, PWAs, and server-side tools. Still, AMP remains useful for specific industries. The best approach depends on user needs, technical resources, and goals, with the focus on delivering fast, accessible mobile experiences.
