Is AMP Still Relevant in 2025?

Accelerated Mobile Pages (AMP) was once considered a vital component of mobile web optimization.

Introduced by Google in 2015, AMP was designed to deliver fast-loading mobile content with stripped-down HTML and limited use of JavaScript.

Early adoption was driven by its ability to secure favorable placement in features like the Google Top Stories carousel. However, in 2025, the role of AMP has shifted significantly.

What Was AMP Designed For?

AMP was originally built to solve one primary problem: improving the speed and performance of mobile pages. By streamlining code and caching content on Google’s servers, AMP enabled publishers to deliver faster experiences on mobile devices. It was especially popular among:

  • News organizations
  • Blogs and media outlets
  • Websites targeting Google Discover and Top Stories

For several years, AMP was practically a requirement for appearing in these features, and its adoption was often seen as an SEO best practice.

The Decline of AMP’s Importance

In mid-2021, Google removed AMP as a requirement for inclusion in its Top Stories carousel. Since then, the broader SEO community has moved away from AMP, citing several reasons:

  • AMP no longer provides a competitive ranking advantage.
  • Many major publishers (such as The Guardian and Wired) have discontinued AMP versions of their sites.
  • Developers and site owners have shifted their focus toward more flexible performance optimization strategies.

Is AMP Still Worth Implementing in 2025?

In short, no — not for most websites. Here’s the current status of AMP in 2025:

Still Supported, But No Longer Required

AMP pages are still indexed by Google, and they can still appear in search results. However:

  • AMP is not a ranking factor.
  • It is not required for inclusion in Google News or Top Stories.
  • It does not provide a distinct SEO benefit over other well-optimized mobile experiences.

Focus Has Shifted to Core Web Vitals

Today, Google places far more importance on Core Web Vitals — a set of performance metrics that reflect how users experience your site. These include:

  • Largest Contentful Paint (LCP): Measures loading performance.
  • First Input Delay (FID): Measures interactivity.
  • Cumulative Layout Shift (CLS): Measures visual stability.

Sites that perform well on these metrics are more likely to rank higher in mobile and desktop search.

Best Alternatives to AMP in 2025

Rather than implementing AMP, website owners should focus on proven, modern performance techniques, including:

Mobile-First, Responsive Design

Ensure that your website adapts seamlessly to all screen sizes and mobile devices. Google uses mobile-first indexing, meaning it primarily evaluates the mobile version of your site when determining search rankings. A responsive design ensures your website layout adjusts automatically based on the screen size and device, providing a consistent and user-friendly experience across smartphones, tablets, and desktops.

Key Practices:
  • Use a responsive CSS framework like Bootstrap or Tailwind CSS to streamline development.
  • Avoid fixed-width layouts; instead, use percentage-based widths and flexible grid systems.
  • Ensure touch targets (buttons, links) are appropriately sized for mobile interaction.
  • Test across multiple devices using Chrome Developer Tools or services like BrowserStack.

A mobile-first approach not only improves usability but also contributes positively to your Core Web Vitals and engagement metrics.

Optimizing Core Web Vitals

Use tools like Google PageSpeed Insights, Search Console, and Chrome DevTools to monitor and improve performance metrics. Core Web Vitals are a set of metrics that reflect how real-world users experience the performance of your website. Google has officially integrated these signals into its search ranking algorithm, making them crucial for modern SEO.

Core Metrics to Focus On:
  • Largest Contentful Paint (LCP): Measures how long it takes the main content to load. Aim for under 2.5 seconds.
  • First Input Delay (FID): Measures the time from when a user first interacts with your page to the time the browser responds. Target under 100ms.
  • Cumulative Layout Shift (CLS): Measures unexpected layout shifts during loading. Aim for a CLS score under 0.1.
Tools to Use:
  • Google PageSpeed Insights
  • Lighthouse in Chrome DevTools
  • Search Console’s Core Web Vitals Report

Improving these metrics not only boosts SEO but enhances the user experience, reducing bounce rates and increasing engagement.

Reducing JavaScript and CSS Bloat

Minify and combine CSS and JavaScript files, defer non-critical scripts, and eliminate unused code. Bloated scripts and stylesheets are among the most common culprits behind slow page load times and poor interactivity scores. Minimizing unnecessary code helps browsers render your pages more quickly and efficiently.

Optimization Tips:
  • Minify files using tools like Terser (JavaScript) or CSSNano (CSS).
  • Combine files where appropriate to reduce HTTP requests.
  • Defer or lazy-load non-critical scripts, especially third-party JavaScript (e.g., chat widgets, analytics).
  • Use async and defer attributes for external scripts to avoid blocking page rendering.
  • Audit for unused CSS/JS using Chrome DevTools’ “Coverage” tab or tools like PurifyCSS.

Trimming your codebase not only improves performance but can also reduce crawl budget waste and help search engines access your most important content more efficiently.

Leveraging Caching and Content Delivery Networks (CDNs)

Use browser caching, server-side caching, and CDN services like Cloudflare to reduce load times globally. Caching and CDNs help serve your content faster by reducing latency and server load. By storing static resources (such as images, scripts, and stylesheets) closer to the user, you can dramatically improve performance regardless of a visitor’s location.

Types of Caching:
  • Browser caching allows assets to be stored locally in the user’s browser for future visits.
  • Server-side caching (e.g., using plugins like WP Super Cache or W3 Total Cache in WordPress) reduces the need to regenerate pages on each visit.
  • Object caching (e.g., Redis or Memcached) improves dynamic content loading by caching database queries.
CDN Recommendations:
  • Cloudflare – Free tier includes DNS, security, caching, and performance tools.
  • Amazon CloudFront – Scalable and integrates well with AWS-hosted sites.
  • KeyCDN or StackPath – Cost-effective and easy to implement.

A well-configured CDN can also add a layer of security (e.g., DDoS protection) while ensuring fast, reliable content delivery worldwide.

Final Verdict

In 2025, AMP is no longer a must-have for mobile SEO. Unless your website has a very specific use case that benefits from AMP (e.g., legacy news publishing platforms), it is better to invest in mobile optimization strategies that align with current Google best practices.

A well-optimized, responsive, mobile-first site that performs well on Core Web Vitals will perform better in search and provide a better user experience — without the constraints of AMP.

Need Help With Mobile Optimization?

If you’re unsure whether your website is fully optimized for today’s performance standards, I can help—I offer SEO audits, Core Web Vitals optimization, and strategic consulting to improve search visibility and user engagement. Book a free 30-minute consultation to discuss your goals.