Mobile page loading speed is one of the key parameters that Google uses to measure the overall quality of a page. It is clear as daylight: if the page takes a long time to load, the user is less likely to stay on the site. And why should Google allow for a sub-par search experience by showing its users low-quality page results?
To emphasize the importance of mobile loading speed, on 7 October 2015, Google introduced the Accelerated Mobile Pages (AMP) HTML framework to help website owners speed up mobile pages. However, after the Page Experience update in the summer of 2021, many users feared that AMP would lose its impact: pages were no longer required to be made with AMP to appear among the Top Stories, and fast loading speed could be ensured with tools other than AMP.
There has been a great deal of controversy around AMP, and in this article, we will explain what this technology is, when and how it can be used, and where its alternatives stand.