Benefits of using non-AMP and Benefits of using AMP

As the digital landscape continues to evolve at a rapid pace, businesses and web developers must constantly adapt their strategies to maintain a competitive edge. One key consideration in this quest for optimal user experience and performance is the choice between Accelerated Mobile Pages (AMP) and non-AMP. This discussion delves into the basics, limitations, benefits, and technical comparisons of both AMP and non-AMP while also shedding light on the implications for search engine optimization, real-world success stories and the factors web developers should consider when making an informed decision on which approach best suits their requirements.

Introduction to AMP and non-AMP


One of the significant developments in the digital world in recent years has been the introduction of AMP, or Accelerated Mobile Pages. This project, backed by Google and other technology giants, aimed at making web pages load faster on mobile devices. As the usage of smartphones and tablets has skyrocketed, the need for seamless user experiences on these devices has become crucial. Consequently, AMP was developed to provide users with an optimal mobile browsing experience by offering faster-loading pages that consume less data. Although AMP has been quite successful in achieving its goal, it is essential to understand the benefits and limitations of both AMP and non-AMP pages for a more comprehensive perspective on web page development.

Benefits Of Non-AMP Pages

One of the primary benefits of using non-AMP pages is the complete control over the design and functionality of the webpage. AMP has specific restrictions and guidelines that need to be adhered to, thereby limiting the customization options available to web developers. On the other hand, non-AMP pages can be tailored to meet unique branding and design requirements, appealing to a user’s visual preferences and offering a rich, interactive experience on the website. Additionally, non-AMP pages allow for the use of extensive Javascript libraries and plugins, enabling the addition of various features and functionalities to the site.

AMP’s primary focus is on improving page load speed and mobile experience, therefore limiting the developer’s control over web design and styling. Using non-AMP pages ensures a higher degree of design freedom, enabling the utilization of various fonts, high-resolution images, dynamic content, and more. Consequently, this design flexibility allows for a more immersive and engaging webpage from a user experience standpoint, thus fostering better brand recognition and user retention.

The Advantage Of Using AMP Pages

On the other hand, a significant advantage of using AMP pages is their quick-loading nature, which enhances user experience and reduces bounce rates. With attention spans getting shorter and the need for instant gratification growing, users are more likely to abandon a site if it takes too long to load. AMP pages address this issue by prioritizing content rendering and streamlining the coding for a reliable and fast browsing experience. This focus on user experience has resulted in better search engine rankings for websites with AMP-enabled pages, as search engines like Google consider page load speed as a crucial factor in determining page rank.

Privacy Concerns Of Using AMP Pages

However, privacy concerns have risen as a potential downside of using AMP-enabled pages. Since AMP pages are served through Google’s cache, it may create a situation where user data can be collected without the website owner’s knowledge, impacting user trust and privacy. Non-AMP pages, on the other hand, provide more end-to-end control over data usage and ensure that security measures are in place to protect the privacy of users.


In conclusion, it is vital for professionals aiming to optimize web development practices to understand the benefits and limitations of both AMP and non-AMP pages. While AMP pages offer unparalleled advantages in terms of loading speed and user experience, non-AMP pages provide the flexibility, design control, and privacy assurance that some developers find critical in delivering unique and engaging web content.

An illustration of AMP vs non-AMP pages. On the left, a fast loading page with an AMP logo. On the right, a page with more visual elements but a slower load time.

AMP limitations and benefits

However, one drawback of Accelerated Mobile Pages (AMP) lies in the restrictions placed on CSS and JavaScript, which can limit the overall creative freedom of web design. Developers need to conform to a reduced set of components and styles, potentially diminishing the uniqueness of the website. In contrast, non-AMP pages grant developers greater flexibility in design and customization, enabling them to establish powerful brand identities and user experiences that set them apart from competitors.

While AMP pages typically load faster due to their streamlined structure, this speed can come at the cost of decreased website functionalities. Certain interactive features, animations, and complex designs may not be viable in an AMP environment, causing websites to lose some elements crucial to their overall user experience. This contrasts with non-AMP pages that can incorporate these features without limitations, ensuring consistent user experiences across devices with the same functionalities.

Another benefit of using non-AMP pages is the ability to have full control over monetization options. AMP has strict guidelines and limitations on the types of ads and promotional elements allowed on its platform. This can limit the revenue potential for website owners, while non-AMP websites can explore multiple strategies for monetization, including display ads, native ads, and sponsored content.

However, it’s essential to consider the benefits of AMP in terms of SEO performance. Google tends to prioritize AMP pages in search results and often displays them prominently in a carousel format, providing potential traffic boosts to websites adopting this format. While non-AMP pages can still rank highly in search engine results, the additional visibility offered by AMP can be a valuable asset in highly competitive markets.

In order to fully maximize a website’s potential, it’s crucial to evaluate the advantages of focusing on non-AMP pages, incorporating both AMP and non-AMP pages, or using a mixed approach. This will largely depend on the primary goals and target audience of the site. A combination of AMP and non-AMP pages can strike an ideal balance between creative flexibility, advanced functionalities, and speed optimization. By carefully assessing the specific needs and objectives of a website, a tailored solution can be found that maximizes the benefits of both non-AMP and AMP pages.

An image of a website's landing page, with web design elements like typography, images, and color schemes visible. There are limitations represented by a red circle with a line across it, and creative possibilities represented by a green checkmark. AMP is shown in the limitations section.

Non-AMP benefits and challenges

One significant benefit of using non-AMP (Accelerated Mobile Pages) is the greater design flexibility and customizability it offers compared to AMP pages. While AMP imposes strict design constraints to ensure fast loading times, non-AMP pages allow for a broader range of design elements and interactive features, enabling web developers to craft unique and engaging user experiences that can set their websites apart from the competition. Furthermore, non-AMP allows for the use of more diverse advertising formats, which can potentially lead to increased ad revenue for publishers.

However, one of the challenges of using non-AMP is that it can result in slower page load times, particularly on mobile devices. With mobile users growing in number and Google prioritizing mobile-first indexing, it is crucial to ensure that websites load quickly, lest they be penalized in search rankings. This can be a significant concern for businesses that rely on organic search traffic for growth and customer acquisition. Web developers need to be mindful of optimizing images, reducing the number of HTTP requests, and leveraging browser caching in order to improve overall page load speed.

Another challenge of non-AMP is the potential for mobile optimization issues. Since non-AMP does not have the same stringent guidelines as AMP, it is easier for developers to inadvertently create website layouts and designs that may not display correctly on all devices. This can have a negative impact on user experience, causing visitors to leave the site in frustration and opt for a competitor’s site. To address these issues, web developers need to prioritize responsive design and diligent testing on a variety of devices to ensure seamless site navigation and layout.

Additionally, the absence of AMP may affect a website’s visibility in the Google News carousel. With AMP content being more prominently displayed in search results, non-AMP websites may find it harder to compete for user attention and clicks. This can be particularly challenging for news publishers and content creators reliant on visibility to drive traffic and audience engagement. However, by prioritizing SEO and enhancing the user experience, non-AMP websites can still achieve strong search rankings and visibility.

In conclusion, the benefits of using non-AMP may be appealing to developers seeking design flexibility and customizability, despite potential challenges such as slower page load times and mobile optimization. By optimizing website performance and prioritizing an engaging user experience, non-AMP websites can still find success in today’s mobile-driven digital landscape.

An illustration of a person holding a mobile phone with a puzzled expression as a website load slowly on the screen.

AMP and non-AMP technical comparisons

Accelerated Mobile Pages (AMP) is an open-source initiative aimed at enhancing the mobile browsing experience, allowing web pages to load more quickly and smoothly on mobile devices. In contrast, non-AMP web pages utilize traditional design elements and features, which offer a more flexible and customizable web development framework. The primary distinction between AMP and non-AMP lies in their caching and content delivery mechanisms.

AMP uses a unique caching system, wherein AMP pages are served through a Google AMP cache. This cache stores and automatically optimizes AMP content by employing techniques such as image optimization and server-side rendering. On the other hand, non-AMP pages utilize standard caching mechanisms offered by browsers, content delivery networks (CDNs), and web servers. These caching methods do not have the same level of optimization, but they offer more flexibility for developers to customize caching settings based on the specific needs of their websites.

Pre-rendering is another feature that sets AMP apart from non-AMP web pages. AMP supports pre-rendering, which allows browsers to fetch and load content even before a user clicks on a link. This greatly improves the load time and overall user experience by instantly displaying content as soon as a user lands on the web page. In contrast, non-AMP web pages do not have built-in pre-rendering capabilities and will require the use of third-party tools or custom development to achieve similar results.

When it comes to content delivery, both AMP and non-AMP have unique approaches. With AMP’s streamlined HTML, CSS, and JavaScript, the focus is on providing a fast, efficient, and consistent user experience across all mobile devices. This does come at the cost of some design flexibility and interactivity, as developers must adhere to strict guidelines set by the AMP framework. In comparison, non-AMP enables developers to leverage the full power of HTML, CSS, and JavaScript to create more interactive and visually engaging websites, without the constraints imposed by the AMP framework.

While AMP provides a clear advantage in terms of loading speed and mobile performance, it may not be the best choice for every website. Non-AMP web pages offer greater design flexibility, more robust features, and increased customization options for developers. Furthermore, non-AMP pages allow for more control over content delivery, which can be tailored to suit the specific needs of the website and its target audience. Ultimately, choosing between AMP and non-AMP depends on the individual website’s objectives and requirements, with factors such as loading speed, user experience, design, and interactivity playing essential roles in the decision-making process.

An image showing how AMP and non-AMP web pages differ in terms of loading speed and design flexibility

SEO implications

A crucial aspect to consider when deciding between AMP and non-AMP is each option’s impact on search engine optimization (SEO). AMP, or Accelerated Mobile Pages, was introduced by Google to enhance mobile user experience by rapidly loading web pages on smartphones and tablets. On the other hand, non-AMP refers to standard HTML pages that may lack the speed optimizations present in AMP pages. This difference in load times can directly influence search rankings and visibility in search results, including mobile search performance. By carefully evaluating the trade-offs between AMP’s speedy performance and non-AMP’s design flexibility, website developers can make informed decisions that best serve their site’s unique needs and target audience.

Although Google does not expressly give priority to AMP pages in search rankings, the faster load times can contribute to a better user experience, which can subsequently affect a website’s search rank indirectly. In other words, while implementing AMP might not be a definitive ranking factor, it can still influence user engagement metrics that eventually impact search rankings. For non-AMP pages, it is crucial to optimize the website with a focus on reducing load times and providing a smooth user experience to avoid negative ramifications on the search rankings.

On the other hand, non-AMP pages might have an advantage in terms of the flexibility allowed in design and functionality. This can deepen user engagement and provide higher opportunities for interactivity and customization. With proper optimization, non-AMP pages can still achieve fast loading times, enabling them to compete with AMP for higher search rankings. Additionally, optimizing non-AMP pages, following SEO best practices, can lead to improved organic visibility, which can, in turn, result in increased traffic to the website.

Another distinction when it comes to SEO implications for AMP and non-AMP pages lies in the way search results are displayed. For instance, Google showcases AMP content more prominently to mobile users through its Top Stories carousel or visual stories format, making it more likely for mobile users to click on AMP content. Interestingly, while non-AMP pages will not appear in these specialized components, they can still provide similar visibility benefits if they target featured snippets, image carousels, or local search packs.

It is crucial to weigh the potential impact on vital SEO components like schema markup, links, images, and content when deciding between utilizing Accelerated Mobile Pages (AMP) and non-AMP. Some industry professionals argue that AMP’s stringent code requirements might result in a loss of essential on-page SEO features, potentially harming overall SEO performance. On the other hand, well-optimized non-AMP pages can employ a variety of on-page SEO strategies to enhance organic visibility and maintain a strong presence in search rankings – all without sacrificing the design and functionality aspects necessary for an engaging user experience.

An illustration showing a mobile phone with two search results. One is marked with an AMP label and loads quickly, while the other is non-AMP and loads slowly.

Case studies and success stories

However, it’s important to consider the benefits of adopting AMP, as evidenced by the Washington Post’s success story. Upon implementing AMP in 2015, they witnessed an 88% improvement in page load times and a 23% increase in mobile search users returning within seven days. This enhanced user experience resulted in greater user engagement, with visitors consuming 2.5 times more articles on average per day on the site via AMP. This case demonstrates the effectiveness of AMP in boosting speed and overall user experience while also positively impacting the website’s bottom line.

On the other hand, eCommerce giant eBay opted to implement a non-AMP approach. In 2017, eBay introduced a new Progressive Web App (PWA) strategy, enabling faster and more streamlined loading times on mobile devices without using AMP technology. So far, eBay has seen great success from utilizing PWAs, allowing customers to browse their extensive selection of products more efficiently. Moreover, eBay’s non-AMP strategy allowed them to provide a more consistent user experience, keeping users engaged within the brand’s ecosystem.

The Guardian, a popular news website, is another example where AMP technology was adopted, resulting in a whopping 80% reduction in page loading times. As a news outlet where timely access to content is paramount, this improvement in speed contributed significantly to an increase in user satisfaction and led to a 44% increase in page views per visit when users accessed their content through AMP.

Conversely, AliExpress, one of the largest online retail platforms, decided to stick with non-AMP and instead built a PWA for their mobile site. This move resulted in an impressive 104% boost in conversion rates for new users. Additionally, AliExpress saw a 74% increase in time spent per session and a 2x increase in pages visited per session. By using PWAs instead of AMP, AliExpress was able to maintain the full functionality of their user interface while still achieving significant improvements in performance and user engagement.

In conclusion, the choice between implementing Accelerated Mobile Pages (AMP) or maintaining a non-AMP approach largely depends on a website’s goals and the specific needs of its users. Publishers such as the Washington Post and The Guardian, which focus on delivering timely content, benefit from AMP’s faster loading times and improved user experience. However, eCommerce websites like eBay and AliExpress have found equal success adopting non-AMP strategies such as Progressive Web Apps (PWAs), allowing for greater control over user interfaces and seamless integration within their brand’s ecosystem. Ultimately, both AMP and non-AMP approaches can lead to enhancements in performance metrics, user experience, and business impact when executed effectively.

A man sitting on a chair, using his phone to browse products on the eCommerce website eBay.

Making an informed decision

One of the main factors to consider when deciding between AMP and non-AMP strategies is the specific business requirements of your organization. Although AMP is primarily designed to optimize mobile browsing by delivering content swiftly with a minimalistic layout, it may not be the best fit for websites that feature a large amount of interaction, eCommerce capabilities, or highly personalized content. Thus, it’s crucial to balance the need for increased loading speed and better search engine optimization against fulfilling the unique requirements of your website’s features and presentation.

Another important factor to consider is your target audience. With an increasing number of users accessing the internet through mobile devices, the benefits of AMP become more apparent for businesses targeting mobile users. AMP is a valuable tool for websites focusing on news, blogs, and other information-heavy content that seek to capture and engage mobile audiences. On the other hand, if your target audience is primarily desktop users or if your website requires more complex functionality such as custom forms, plugins, and multimedia content then non-AMP may be better suited for your needs.

Technical expertise is another essential consideration when deciding between AMP and non-AMP websites. Implementing AMP requires a good understanding of its technical requirements, such as restrictions on JavaScript, CSS, and HTML. On the other hand, non-AMP websites can offer more flexibility in terms of design and functionality, but may require more intricate SEO optimization and optimization techniques to achieve comparable load times and mobile performance. Therefore, it’s crucial to evaluate the existing knowledge and skillset within your organization.

Furthermore, maintenance and sustainability should also be considered. As AMP relies on a specific framework and coding structure, any updates or changes to this structure can impact the website’s functionality and performance. Staying current with the latest AMP updates and best practices requires ongoing attention and effort. In contrast, non-AMP websites allow for a more flexible approach, enabling organizations to adapt to changes and optimize their sites with less strict guidelines. However, this flexibility can also result in a higher likelihood of technical issues and the need for constant website optimization.

Last but not least, evaluating the potential impact on your website’s analytics and metrics is crucial for making an informed decision. AMP can significantly improve important metrics like page load time and bounce rate, which can contribute to better SEO and increased organic traffic. However, with AMP, some analytics data may not be as detailed or accurate due to the use of Google’s cached version of the page. On the other hand, non-AMP sites offer greater flexibility in tracking user behavior and site interactions, providing organizations with more comprehensive analytics data to inform future optimization and marketing strategies.

Image of a person using a mobile phone to browse the internet.

Photo by charlesdeluvio on Unsplash

Ultimately, the decision to adopt AMP or non-AMP depends on a careful assessment of various factors, including business needs, target audience, and technical proficiency, among others. By understanding the benefits and limitations of both approaches, as well as their impact on search engine optimization and user experience, web developers can make a more informed decision on the appropriate strategy for their specific context. Embracing the most suitable method allows businesses to harness the power of technology, ensuring ongoing success and competitiveness in an increasingly dynamic digital market.

Get lafoo in your inbox.

Leave a Reply

Your email address will not be published. Required fields are marked *

Follow me: @dwaynelaf