What Google Really Thinks About AMP in Its Ranking Algorithm
Introduction
When Google launched AMP (Accelerated Mobile Pages) in 2015, it was a game-changer for mobile performance. Designed to speed up mobile web pages, AMP delivered a stripped-down, fast-loading experience by restricting certain HTML, JavaScript, and CSS elements. This new framework aligned perfectly with Google’s push for faster, mobile-first content — and publishers, developers, and SEOs eagerly embraced it.
Soon, AMP pages gained prominent placement in the Top Stories carousel, complete with a lightning bolt icon signaling speed to users. This naturally led many SEO professionals to assume AMP must be a direct ranking factor. After all, faster load times and prime mobile visibility translated into better engagement and more traffic.
But is that assumption still valid in 2025? Or was it ever true to begin with?
This article breaks down exactly what Google has said — and what it hasn’t — about AMP’s role in its ranking algorithm. We’ll also explore how AMP compares to today’s SEO standards like Core Web Vitals and page experience signals.
Here’s the short answer: AMP is not a direct ranking factor. But there’s a lot more nuance when you look at how it’s shaped search visibility and performance over time. Let’s dive in.
A Quick Recap: What Is AMP and Why It Was Created
Google introduced AMP (Accelerated Mobile Pages) in 2015 as a direct solution to the growing demand for faster mobile browsing. Mobile traffic had surpassed desktop, and users were abandoning slow pages. AMP was designed to strip away bloat and prioritize speed and readability — especially on slower networks.
- A performance-first mobile solution:
AMP restricted third-party JavaScript, enforced minimal CSS, and used asynchronous loading to reduce delays. - Stripped-down but effective design:
Pages built with AMP prioritized core content over visual complexity, which improved load times drastically. - Front-row placement in Top Stories carousel:
AMP content was featured at the top of mobile search results with a lightning bolt icon, giving publishers a massive visibility advantage. - The SEO buzz it created:
SEOs quickly noticed AMP pages getting more clicks and lower bounce rates, leading many to assume it was a hidden ranking factor. - Mass adoption fueled by perceived benefits:
Even though Google never confirmed AMP as a ranking signal, the performance boost and mobile priority made it a widely embraced standard.
The hype was real, but the assumption that AMP directly influenced rankings? That’s where the real story begins.
Does AMP Directly Impact Google Rankings? (Short Answer: No)
The assumption that AMP (Accelerated Mobile Pages) gives websites an automatic SEO boost is widespread—but it’s a misunderstanding of how Google evaluates rankings.
Google’s Official Position on AMP
Straight from Google’s documentation and repeated by Search Advocate John Mueller, AMP is not a direct ranking factor. While AMP pages were once favored in certain mobile carousels, that advantage was phased out in 2021 when Google moved toward a more inclusive page experience model.
“AMP itself isn’t a ranking factor,” Mueller clarified in multiple Search Central hangouts.
“What matters is the experience users get.”
Why AMP Seemed to Boost SEO (But Didn’t)
Websites using AMP often loaded faster, had cleaner layouts, and performed well on mobile—traits that do affect rankings. So the perceived SEO benefits of AMP were really driven by correlated performance improvements, not the AMP code itself.
The Shift: Core Web Vitals Replaced the Need for AMP
With the rollout of Core Web Vitals and the Page Experience Update, Google now favors any page—AMP or not—that meets performance benchmarks for speed, interactivity, and visual stability. In essence, AMP is optional—what matters is how fast and smooth your experience is, not the framework behind it.
Bottom line: AMP is a tool, not a ticket to higher rankings.
The AMP Era: Why SEOs Believed It Was a Ranking Factor
At its peak, AMP (Accelerated Mobile Pages) felt like the golden key to top rankings—especially on mobile. But that belief stemmed more from strategic positioning than from Google’s core ranking algorithm.
Exclusive Entry to the “Top Stories” Carousel (But Didn’t)
Until mid-2021, only AMP pages were allowed in Google’s Top Stories carousel on mobile devices. This gave AMP-enabled content prime real estate above organic results, driving an obvious spike in visibility and traffic for publishers who adopted it.
Performance Gains That Mimicked Ranking Boosts
AMP pages loaded almost instantly, especially on slower mobile networks. The result?
- Lower bounce rates
- Higher time on site
- Increased page views
These UX signals, which align with Google’s ranking priorities, indirectly helped AMP content perform better in SERPs—even though AMP wasn’t the ranking factor itself.
Data Reinforced the Myth
SEOs reported noticeable jumps in impressions, CTRs, and mobile sessions post-AMP implementation. It was easy to correlate those gains with AMP’s presence—but the underlying reason was often better page speed and streamlined design, not the AMP framework itself.
The “Illusion” of Preferential Treatment
Because Google gave AMP pages visual prominence and faster delivery via its cache, many marketers assumed AMP had algorithmic priority. In reality, it was more about user experience incentives and less about hard-coded SEO advantages.
Takeaway: AMP looked like a ranking factor because it enabled better performance, not because Google hardwired it into the algorithm.
Post-2021 Shift: Google Opens Up the Playing Field
In June 2021, Google flipped the script on mobile content visibility. With the Page Experience Update, AMP was officially removed as a requirement for Top Stories carousels—leveling the field for all publishers.
No More AMP Gatekeeping for Top Stories
Before this update, AMP was the only ticket to the mobile Top Stories carousel. But post-update, any high-performing page—AMP or not—could now earn that placement, as long as it met Google’s Page Experience benchmarks.
Core Web Vitals Became the New Standard
Google’s focus pivoted to three measurable performance metrics:
- LCP (Largest Contentful Paint): How fast your main content loads
- CLS (Cumulative Layout Shift): Visual stability during loading
- FID (First Input Delay) → now replaced by INP (Interaction to Next Paint): Input responsiveness
Sites that scored well on these metrics—regardless of framework—began dominating results.
Big Publishers Made Big Moves
Major players like The Guardian, CNBC, CNN, and Wired began dropping AMP entirely. Surprisingly (or not), they continued ranking strongly by focusing on custom performance optimizations.
AMP Became Optional, Not Essential
The industry’s consensus became clear: AMP still helps in some scenarios, but it’s no longer a strategic requirement for ranking or visibility.
Bottom line: AMP’s special treatment has ended. Performance wins—not platforms.
AMP vs. Core Web Vitals: Which One Matters More in 2025?
Fast-forward to 2025, and it’s crystal clear: Core Web Vitals now outshine AMP in Google’s ranking playbook.
The New Priority: Measurable User Experience
Google’s algorithm rewards performance quality, not platform. That means your page’s ability to:
- Load fast (LCP)
- Stay visually stable (CLS)
- React quickly to user input (INP, replacing FID)
These vitals are now baked into ranking signals—and Google has confirmed their direct influence on visibility.
AMP: Still Useful, But Not a Necessity
AMP can still help achieve great CWV scores out of the box. Its lightweight structure and limited scripts often result in faster loads and fewer layout shifts.
But in 2025, many developers prefer more flexible, framework-driven approaches using:
- React
- Next.js
- Nuxt / Vue
These let you fully control branding, interactivity, and performance tuning, without AMP’s restrictions.
Case in Point: Modern Audit Tools
Tools like Lighthouse, PageSpeed Insights, and Web.dev give detailed CWV breakdowns, helping you optimize without needing AMP. You can hit perfect scores manually—and unlock richer UX in the process.
Verdict: Core Web Vitals are the new metric of trust. AMP may help you get there, but it’s no longer the only way.
Should You Still Use AMP for SEO in 2025?
AMP isn’t dead—it’s just more situational than universal now. Whether you should use it depends entirely on your content type, team setup, and technical priorities.
When AMP Still Makes Sense
- News/media sites: Need fast loading + instant delivery on mobile
- Minimal dev resources: AMP’s plug-and-play structure requires less coding
- Older CMS setups: AMP can override slow-loading templates
For high-volume publishers with limited bandwidth, AMP offers simplicity and speed—two key ingredients in mobile SEO.
When AMP Might Hold You Back
- E-commerce and interactive apps: AMP can feel restrictive or fail to support complex UI flows
- Branding-heavy websites: Design flexibility is limited, making consistent brand experiences harder
- Ad-driven models: AMP has been known to reduce ad revenue due to limited placement options
Modern Alternative: Tailored Speed without Trade-Offs
With tools like Next.js, headless CMSs, and edge delivery networks (e.g., Cloudflare, Netlify), you can build sites that are faster than AMP—and still full-featured.
Takeaway? AMP isn’t obsolete—it’s just no longer default. Use it when it fits the context. Skip it when you need more control.
FAQs: Common Questions About AMP and SEO in 2025
Q1: Is AMP required to appear in Google’s Top Stories section in 2025?
No. Google removed the AMP requirement for the Top Stories carousel back in June 2021. As long as your content meets Page Experience criteria, including solid Core Web Vitals scores, you’re eligible—AMP or not.
Q2: Does AMP improve my Core Web Vitals score?
It can, but it’s not guaranteed. AMP’s design helps minimize layout shifts and improve loading speed, which benefits CLS and LCP. However, a well-optimized non-AMP site can achieve the same (or better) scores with modern performance techniques.
Q3: Is AMP still supported by Google Search?
Yes. Google still indexes and serves AMP pages, and AMP URLs may appear in mobile search results. But there is no ranking preference given to AMP pages over non-AMP ones.
Q4: Can I remove AMP without hurting SEO?
You can, but do it carefully. If AMP is your primary mobile format, replacing it with a poorly optimized non-AMP page can result in traffic drops. Ensure your replacement pages are mobile-friendly, fast-loading, and properly redirected.
Conclusion: AMP’s Role in SEO—Past, Present, and Forward
In 2025, AMP no longer plays a direct role in determining your Google rankings. What matters now is how well your site performs, not what framework it uses.
Google’s ranking systems have evolved. Rather than rewarding AMP for being AMP, the algorithm favors fast, responsive, and user-friendly experiences—regardless of the technology stack. Whether you’re using AMP, React, or a custom build, speed, usability, and accessibility are the core levers that drive SEO results today.
That said, AMP still has its place. For lean teams or publishers with limited development resources, it offers a shortcut to high-performing pages—especially on mobile. But it should be a strategic choice, not a chase for rankings.
Final word
Build for users, not acronyms. If AMP helps you get there, use it. But if you’re focused on Core Web Vitals, mobile-first UX, and scalable performance, you’re already on the right track—no AMP required.