Should you still use AMP?
AMP no longer gives a ranking or Top Stories advantage. Most sites are better served by a fast regular page.
Step by step, with screenshots: AMP in 2026: keep it or remove it, and how to remove it safely →
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What it is
AMP (Accelerated Mobile Pages) is a stripped-down HTML framework that Google launched in 2015 to make mobile pages load fast, usually as a second copy of each page at a separate URL. Google used to show AMP pages with a lightning badge and required them for the Top Stories carousel.
That advantage ended in 2021: Top Stories is open to any page and the AMP badge is gone. AMP is not a ranking factor, and a separate AMP version means two sets of pages to maintain, test and track. A regular page that passes Core Web Vitals now gets everything AMP used to offer.
OK looks like this: either no AMP at all, or AMP versions that are deliberate, valid and point to the canonical page. getReport tells you when a page uses AMP so you can decide whether to keep it.
What a passing site looks like
- The page does not use AMPinfo onlyeffort L
AMP version
Why it matters. AMP was a Google format for fast mobile pages. It no longer earns special placement, and a separate AMP version doubles the pages you maintain.
- Consider retiring the AMP version once your regular pages pass Core Web Vitals; redirect AMP URLs to the canonical page.
Questions people ask
What are AMP pages?
AMP pages are web pages built with the AMP framework, a restricted version of HTML with its own components and limited JavaScript, designed to load quickly on phones. They usually exist next to the normal page at a URL such as /amp/, and link to it as their canonical version.
Are AMP pages good for SEO?
Not any more. AMP was never a direct ranking factor, and since 2021 Google no longer requires it for Top Stories or marks it with a badge. Fast regular pages now get the same placement. AMP can still be fast, but most sites gain more from speeding up their main pages.
Is Google AMP still worth it?
For most sites, no. The search benefits that justified AMP are gone, and a second version of every page doubles the work. Keep it only if your publishing platform depends on it. If you retire it, 301-redirect every AMP URL to its canonical page so links and bookmarks keep working.
Is Google AMP dead?
Not formally; the AMP project still exists and Google still supports AMP pages in search. But it no longer gives any special treatment, and many publishers have dropped it. Treat it as one way to build fast pages rather than something Google asks for.