{"id":4501,"date":"2025-07-04T05:06:03","date_gmt":"2025-07-04T03:06:03","guid":{"rendered":"https:\/\/www.france-webdesign.com\/seo-et-amp-accelerated-mobile-pages-comment-utiliser-cette-technologie-pour-ameliorer-la-vitesse-de-chargement"},"modified":"2025-07-04T05:06:03","modified_gmt":"2025-07-04T03:06:03","slug":"seo-and-amp-accelerated-mobile-pages-how-to-use-this-technology-to-improve-loading-speed","status":"publish","type":"post","link":"https:\/\/www.france-webdesign.com\/en\/seo-et-amp-accelerated-mobile-pages-comment-utiliser-cette-technologie-pour-ameliorer-la-vitesse-de-chargement\/","title":{"rendered":"SEO and AMP (Accelerated Mobile Pages): How to Use This Technology to Improve Loading Speed"},"content":{"rendered":"
\n

Introduction<\/h2>\n

In the digital age where everything is at your fingertips, a high-performing website has become essential for all businesses. Search engine optimization (SEO) and Accelerated Mobile Pages (AMP) are two key technologies that can significantly improve your website\u2019s performance.<\/p>\n

The term SEO is widely recognized in the field of online marketing. It is a practice that optimizes different aspects of your website so that it is easier for search engines to find. This can increase your website\u2019s visibility and attract more traffic.<\/p>\n

On the other hand, AMP is a relatively new technology designed to improve web page loading speed, especially on mobile devices. This technology promotes a smoother and faster user experience, which can encourage visitors to stay longer on your site and interact more with your content.<\/p>\n

What is AMP and why is it important?<\/h2>\n

Accelerated Mobile Pages (AMP) is an open-source project launched by Google with the aim of improving the speed and performance of web pages on mobile devices. By using a simplified version of HTML, AMP removes non-essential elements that slow down page loading, enabling near-instant loading.<\/p>\n

Although AMP is often associated with optimization for mobile devices, it can also improve the performance of your pages on desktop computers. Indeed, a fast-loading page is a key element for a good user experience, regardless of the platform used.<\/p>\n

How to use AMP to improve loading speed<\/h2>\n

To implement AMP on your site, you will need to create an AMP version of each of your pages. This involves using simplified HTML code and removing certain elements such as forms or custom JavaScript scripts, which can slow down the loading of your pages.<\/p>\n

It is also recommended to use Google\u2019s AMP validation tool to check that your AMP pages are properly formatted and comply with the AMP project guidelines. In addition, don\u2019t forget to add a link to the AMP version of each page in the code of the original page, so that Google can detect and index your AMP content correctly.<\/p>\n

Finally, it is important to note that AMP is just one of many tools you can use to improve your site\u2019s loading speed. Other strategies, such as image optimization, reducing CSS and JavaScript code, and using a content delivery network (CDN), can also help speed up your site.<\/p>\n

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Mobile-first context: why speed has become crucial<\/h2>\n

\nOver the past decade, mobile browsing has surpassed desktop browsing in the majority of countries,
\nforcing a complete overhaul of SEO strategies. In 2018, Google made official \u00abmobile-first indexing, that is to say,
\nthe priority consideration of a site\u2019s mobile version for ranking. This shift has ma\"SEOde load speed
\na decisive criterion, not only for SEO, but also for user experience,
\nconversion and retention. Deloitte studies have shown that a gain of just one second in mobile load time
\ncan increase the conversion rate by 8 % in retail and by 10 % in travel. In this context, AMP has
\nquickly emerged as a responsive technology, incorporating a set of rules that constrain code to ensure
\na near-instant display.\n<\/p>\n

The technical fundamentals of AMP: lightweight HTML, asynchronous JavaScript, and built-in CDN<\/h2>\n

\nThe AMP project is based on three pillars capable of drastically reducing latency. First, a subset of HTML
\ncalled AMP HTML, eliminating or replacing elements likely to block rendering (for example, img<\/em> is replaced
\nby amp-img<\/em>). Second pillar: a proprietary JavaScript library, presented as non-blocking, which manages
\nthe asynchronous loading of resources and neutralizes document.write()<\/code> and other calls likely to freeze the
\nmain thread. Finally, Google leverages the concept of the AMP cache, a global CDN serving validated pages from
\nsubdomains https:\/\/cdn.ampproject.org<\/code>, which reduces the physical and logical distance between the server and the user.\n<\/p>\n

Restricted HTML and strict validations<\/h3>\n

\nAMP validation is not a simple recommendation: it's a requirement. Any forbidden tag \u2013 for example,
\n<input type=\"file\"><\/code> or <frame><\/code> \u2013 will return an error \u00abAMP validation failed and will exclude the page from the
\ndedicated carousels in the SERP. By drastically limiting the variety of tags, AMP ensures non-blocking rendering,
\nbut often requires rethinking features (menus, sliders, multi-step forms) as components
\nAuthorized AMP (amp-carousel<\/code>, amp-form<\/code>, etc.). The developer is therefore not only constrained, he is
\nsupported by an ecosystem of predefined web components optimized fo\"SEOr performance.\n<\/p>\n

The role of the AMP cache in perceived latency<\/h3>\n

\nWhen a user clicks on an AMP result in Google, it is served directly from Google's cache, which
\neliminates TCP route discovery to the origin server, reduces the time to first byte<\/em> and eliminates the initial
\nDNS lookup. At the scale of a media site whose audiences are global, the AMP CDN can represent several hundred
\nmilliseconds saved, particularly on 3G networks still used in vast geographic areas. The logs
\nof \u2019El Pa\u00eds\u00ab thus showed that in Latin America the median delay before display was divided by three after deployment
\nof AMP, going from 2.9 s to 1.0 s.\n<\/p>\n

Measurable impact of AMP on the Core Web Vitals<\/h2>\n

\nSince 2021, Google has officially incorporated the Core Web Vitals (LCP, FID, CLS) into its algorithm. AMP was designed
\nprecisely to meet these indicators even before they existed: the script amp-boilerplate<\/code> forces the content to
\nnot to shift, improving Cumulative Layout Shift (CLS), while asynchronous JavaScript minimizes the First
\nInput Delay (FID). As for Largest Contentful Paint (LCP), banning render-blocking scripts and using the CDN reduces
\nits threshold typically below 2.5 s. The British publisher The Guardian<\/em> reports an average CLS of 0.02 on AMP pages
\nversus 0.09 on traditional mobile pages, a gap sufficient to move from a \u00abNeeds Improvement\u201d rating to
\n\u00abGood\u201d according to Search Console.\n<\/p>\n

Impact of AMP on crawl budget and indexing<\/h2>\n

\nAny high-traffic SEO team knows the constraint of crawl budget. Each additional URL is one less candidate
\nfor the bot\u2019s visit, especially on large e-commerce sites. AMP affects this budget in two ways. First,
\npotential duplication between non-AMP and AMP versions increases the total volume, but thanks to the use of tags
\nrel=\"canonical\"<\/code> and rel=\"amphtml\"<\/code>, Googlebot can largely ignore redundancies. Second, AMP pages
\nrespond faster; Google has confirmed that server response time is a parameter for regulating crawl rate.
\nA server capable of rendering pages in 100 ms will encourage Googlebot to consume more URLs, improving coverage of
\noverall indexing.\n<\/p>\n

SEO best practices specific to AMP pages<\/h2>\n

Canonical tag: avoid cannibalization and PageRank dilution<\/h3>\n

\nEach AMP page must include a tag <link rel=\"canonical\"><\/code> pointing to the non-AMP version (or to itself if
\nno other version exists). In addition, the non-AMP page adds <link rel=\"amphtml\"><\/code> to the AMP version. This cross-linking
\nassures Google that this is one and the same resource, consolidating popularity signals and preventing
\ncannibalization. In 2016, several e-commerce merchants lost rankings after omitting the canonical, causing
\ninternal competition between the two variants and splitting their link building in two.\n<\/p>\n

Structured data: a visibility booster in the SERP<\/h3>\n

\nAMP does not negate the importance of markup structured data<\/em>. . On the contrary, some \u00abTop stories\u201d carousels require the
\npresence of Article<\/code>, NewsArticle<\/code> or VideoObject<\/code>. The recipe publisher Marmiton<\/em> saw the share of \u00abrich results\u201d
\nincrease by +18 % in Search Console after combining AMP and Recipe<\/code> JSON-LD, creating a synergy between perceived speed
\nand visual appeal in the SERP. For a technical blog, inserting \u2019FAQPage<\/code> or HowTo<\/code> can also
\nunlock extended snippets, taking up more organic space.\n<\/p>\n

Case studies: media, e-commerce and blogs<\/h2>\n

The Washington Post: 23 % increase in returning visits<\/h3>\n

\nOne of AMP\u2019s first partners, the Washington Post<\/em>, migrated more than a thousand articles as early as 2016. The newspaper
\nobserved an 88 % reduction in median load time and, above all, a snowball effect: after six months,
\n23 % of readers viewed at least three articles per session, compared with 14 % before AMP. Velocity therefore acts as a
\nfacilitator of content consumption \u2013 a key parameter for media outlets dependent on programmatic advertising.\n<\/p>\n

AliExpress and the e-commerce challenge<\/h3>\n

\nAlthough known for its PWA, AliExpress tested AMP on its product listing pages for certain emerging markets where
\nconnectivity is limited. AMP product detail pages showed a click-through rate<\/em> 10.5 % higher on the SERP
\nmobile, but the complexity of the checkout (incompatible with amp-form<\/code> at the time) led the team to a hybrid model:
\nAMP for discovery, then redirection to the PWA for conversion. This experience is a reminder that AMP is sometimes a
\nfirst link in a broader funnel and must be designed as such.\n<\/p>\n

Independent blogging: the Backlinko case<\/h3>\n

\nBrian Dean of Backlinko converted his blog to AMP in 2020. Result: +13 % organic traffic in 90 days, mainly
\nthanks to a better ranking on \u00abhow to queries. The streamlined structure reduced the dom size<\/em> from 65 %, hence a
\nLargest Contentful Paint of 1.1 s. However, Dean highlights the need for careful AMP design; a version that is too
\nminimalist can reduce time spent on the page, a quality signal indirectly correlated with SEO.\n<\/p>\n

Content strategy, monetization and AMP limitations<\/h2>\n

\nAMP implementation raises questions about advertising and analytics. Many ad serving networks have had to create
\nspecific formats (amp-ad<\/code>). While Google Ad Manager was quickly compatible, others, such as Amazon Transparent Ad
\nMarketplace, lagged behind, leading to a temporary decrease in eCPM. To make up for this shortfall, some
\npublishers adopted direct-sold \u00abnative\u201d ads encapsulated in amp-iframe<\/code>. On the analytics side, AMP requires double tagging:
\nanalytics.js<\/code> on the classic version and amp-analytics<\/code> via a JSON configuration. Session discrepancies (often
\n3-5 % loss) must be anticipated in performance reports.\n<\/p>\n

AMP vs PWA, SSR and CSR: choose or combine?<\/h2>\n

\nThe question is not always AMP or<\/em> PWA (Progressive Web App); it can be a coupling. Twitter Lite integrates
\nAMP for external linking while the PWA takes over once the user is authenticated. Likewise, frameworks
\nmodern (Next.js, Nuxt, Astro) offer AMP-first or AMP-hybrid modes, coupling server-side rendering (SSR) for
\nbots and client-side hydration for advanced interactivity. Some companies, such as Booking.com, have
\npreferred to optimize their SSR pipeline rather than maintain two sources of truth (AMP\/non-AMP). They rely on
\nthe same performance principles as AMP (lazy-loading, preconnect, bundle splitting) without the rigidity of the format.\n<\/p>\n

Progressive implementation: from audit to deployment<\/h2>\n

\nAn AMP migration begins with a Lighthouse audit and a full crawl (Screaming Frog, Sitebulb) in order to identify the
\npriority templates: article, product, category pages. Then comes the creation of the validated AMP prototype by
\nhttps:\/\/validator.ampproject.org<\/code>. . The most common strategy alternates a deployment side-by-side<\/em>, leaving the choice
\nto the user (switch, header link) and observing performance on an A\/B sample. The French agency Wexperience
\nadopted this approach for La Redoute, testing 10 % of traffic before generalization. The KPIs tracked include LCP, bounce rate,
\nrevenue per session and bot crawl ratio.\n<\/p>\n

AMP SEO-oriented deployment checklist<\/h2>\n

\n\u2022 Generate a distinct URL (suffixe \/amp\/<\/code> or parameter ?amp<\/code>)
\n\u2022 Add the tag <html \u26a1><\/code> to indicate AMP mode
\n\u2022 Implement <link rel=\"canonical\"><\/code> and <link rel=\"amphtml\"><\/code>
\n\u2022 Load amp-boilerplate.css<\/code> and the script https:\/\/cdn.ampproject.org\/v0.js<\/code>
\n\u2022 Check validation via the JavaScript console: AMP.printState()<\/code>
\n\u2022 Update the sitemap.xml<\/code> if the AMP version is self-canonical
\n\u2022 Submit AMP URLs in Search Console (\u00abEnhancements\" report)
\n\u2022 Monitor specific structured errors (JSON-LD non-compliance, images 1200\u00d7800 px<\/span>)
\n\u2022 Configure amp-analytics<\/code> and link the View IDs to Google Analytics 4
\n\u2022 Test the impact on Ads via separate reports (eCPM, viewability, CLS)\n<\/p>\n

Measure and iterate: diagnostic tools and KPIs<\/h2>\n

\nDeployment is only the first step; the continuous optimization phase is crucial.
\nTools: PageSpeed Insights<\/em> provides CrUX field data, WebPageTest<\/em> lets you record loading
\nframe by frame, Lighthouse CI<\/em> makes monitoring in CI\/CD easier.
\nKPIs: beyond LCP <2.5 s, we will set a First Contentful Paint <1.8 s, a Total Blocking Time <200 ms, a CLS <0.1.\nIn SEO, we will track AMP indexing coverage, pure mobile organic traffic, CTR on the Top Stories carousel, \nand of course, micro-conversions (sign-ups, add to cart). \nFor a media outlet, the combination \u00abPages per session\u00ab + \u201cAd viewability\u201d is relevant: \nif AMP makes the user leave after a single read, the objective is not met.\n<\/p>\n

Advanced optimization: preloading, preconnecting, and next-gen images<\/h2>\n

\nAMP allows the attribute preload<\/code> via amp-script<\/code> to anticipate the critical resource.
\nPreconnect (<link rel=\"preconnect\"><\/code>) to the third-party API, for example Stripe or Algolia,
\nreduces handshake time, but watch out for quotas; too many preconnects weigh down the DNS cache.
\nOn the image side, <amp-img><\/code> supports the format WebP<\/em> and, since 2022, AVIF<\/em>, provided that you offer a fallback jpg<\/code>.
\nTests on a hotel website showed a gain of 35 % in total page weight after migrating jpeg\u2192WebP.
\nFinally, the use of amp-install-serviceworker<\/code> can turn an AMP page into an entry point to a PWA,
\ncombining AMP speed and PWA offline.\n<\/p>\n

AMP and voice search: an underestimated asset<\/h2>\n

\nVoice assistants (Google Assistant, Alexa) use fast and structured content.
\nGoogle Assistant often retrieves the AMP version of an article for the \u00abRead It . feature. .
\nInsert tags <\/code> around key paragraphs and enrich the AMP with Speakable<\/code>
\nimproves the chances of being chosen as an answer. Lib\u00e9ration.fr observed a 40 % increase in voice citations
\nafter implementing Speakable<\/code> on its AMP pages.\n<\/p>\n

The future of AMP after the Page Experience Update<\/h2>\n

\nIn 2021, Google removed the AMP requirement to access the \u00abTop stories\u201d carousel. .
\nHowever, AMP has not disappeared. Its source code is now managed by the OpenJS Foundation, gaining in open governance.
\nThe roadmap includes the more permissive \u00abamp-script\u201d component, the integration of ES modules and the
\ngradual abandonment of the attribute \u26a1<\/code> in favor of a loading=\"eager\"<\/code> native one.
\nFor SEOs, this means a convergence between AMP best practices and modern Web standards.
\nSites that master the AMP ecosystem will have a natural advantage to migrate to Chrome Fast Pages
\nor any future performance requirement from Google. On the other hand, those who relied exclusively on the AMP cache
\nwill need to invest in more sustainable server and front-end optimizations.\n<\/p>\n

Operational conclusion: decide, test, optimize<\/h2>\n

\nAdopting AMP to improve speed is neither about a magic plugin<\/em> nor an obligation dictated by Google.
\nIt\u2019s a cross-functional project where UX, SEO, monetization, and technical strategy must converge.
\nThe company must ask itself three questions: (1) Do my current pages already meet the Core Web Vitals?
\n(2) Do I have the resources to maintain two versions or should I aim for a single optimized code base?
\n(3) What tangible measured benefits (traffic, revenue, brand) justify the complexity?
\nBy answering honestly, you define an action plan: pilot, monitoring, and continuous iteration.
\nWhether it\u2019s a media outlet seeking retention, an e-merchant aiming for conversion, or a blogger
\nwishing to increase its reach, AMP can be an accelerator \u2013 provided it is integrated into an approach
\noverall performance and user experience.\n<\/p>\n

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