AMP vs Standard Pages: What Actually Performs Better

If you have ever scratched your head wondering about AMP vs non-AMP, you are definitely not alone. You have probably seen sites that load instantly on your phone and wondered how they do it. And then you land on another one that takes what feels like ages. In this blog post, we will discuss AMP pages vs. non-AMP pages, explore the differences between AMP and non-AMP pages, and help you determine what works best for you and your audience.

What is AMP?

First up: the basics. “AMP” stands for Accelerated Mobile Pages, a framework originally developed by Google to make web pages load extremely fast on mobile devices. 

On the flip side, we have regular web pages (non-AMP) that use standard HTML, CSS, JavaScript, and all the bells and whistles you might already be using.

So when we say AMP vs non-AMP, we mean comparing that fast-strip-down version with your full-featured standard version. When we say AMP pages vs non-AMP pages, it’s the same thing, just different wording. And when someone asks for the difference between AMP and non-AMP pages, you are basically asking: what changes when I go AMP, and is it worth it?

Why consider AMP in the first place?

If you are thinking about mobile traffic (and you should be), then mobile page speed optimization and mobile user experience become huge. Because if your site is slow on mobile, people bounce. They leave. They probably go somewhere else. And that impacts your conversions, your brand perception, everything.

AMP was created specifically to boost speed and make things feel slicker on mobile devices. According to one source, AMP pages load in less than one second and use “ten times less data” than equivalent non-AMP pages. 

On another site, it’s claimed that an AMP version gave something like a 10% traffic bump and retained users twice as long compared to ordinary mobile pages. So the appeal is obvious.

Difference between AMP and non-AMP pages

The difference between AMP and non-AMP pages is what it boils down to. Let’s talk key differences:

• Speed and simplicity: AMP strips away much of the heavier scripting, fancy CSS layouts etc, so pages load faster.

• Design and flexibility: A standard page, which is the non-AMP, gives you freedom to design. You get to add interactive elements and custom scripts, which fuel your creativity. AMP often limits these for the sake of speed.

• SEO and discoverability: With AMP, you could get faster mobile load time, which is good for SEO because speed and user experience matter. It should be noted that AMP itself isn’t a direct ranking factor anymore.

• Maintenance and complexity: If you run both AMP and non-AMP versions, you need to keep them in sync (content parity), or else you risk issues.

• Use-case fit: If you are publishing high-volume content (like news) or your audience is heavy mobile, AMP might shine. If you have a rich interactive site, maybe a non-AMP with good mobile optimisation is better.

Putting it together: when you compare AMP pages vs non-AMP pages, you will find that AMP tends to win in raw load speed, especially in mobile-first environments. That’s a big plus for mobile user experience. But it’s not always a clear win.

Here are some case scenarios:

If your non-AMP page is already well optimised (good responsive design, minimal render-blocking scripts, good caching, lazy-loading images, etc) then the performance gap between “AMP vs non-AMP” shrinks considerably. In fact, one recent article suggests that non-AMP pages optimised for mobile can rank just as well as AMP pages if they meet the core web vitals. 

• If you need advanced features (interactive elements, custom JS, complex layout) then AMP might force you to compromise.

• If your main goal is simply to load fast, deliver content, and maybe read articles, then AMP is a strong contender.

• If you’re worried about branding, design, custom scripts, or you already have decent performance on mobile, you might pick non-AMP.

In other words, there isn’t a “one size fits all” winner. It’s about your site, audience, and goals.

What about SEO? The good and the caveats

On the SEO front, the promise of AMP was strong. Better speed = happier users = good for SEO. You can even call these AMP SEO benefits. Let’s say, for example, faster mobile load times, lower bounce rates, and better mobile engagement. 

However, as mentioned earlier in this blog, AMP itself is not a direct ranking factor. If you go as per what Google says that whether you use AMP or not is immaterial. If the page is fast and offers a good experience, you can still rank well on the search engine. 

 So for your decision, the key is to focus on the experience and the speed, not just the label of “AMP”.

What should you do?

Since you are reading this blog and presumably want practical advice, here’s a friendly guide:

1. Benchmark your current mobile experience

Check how your mobile pages load. Are they slow? If yes, you’ve got room for improvement.

2. Ask about your audience

Is your traffic mostly mobile? Are they on slower connections? If so, faster load time is vital.

3. Evaluate feature needs

Do you need lots of interactive elements, custom scripts, tracking, or third-party widgets? If yes, non-AMP may give you more flexibility.

4. Pick a trial

Take your blog content as an example and maybe convert a subset to AMP. Next, compare performance vs the non-AMP equivalent: load time, bounce rate, conversion, and engagement. That’s a kind of trial that you can use.

5. Measure the business value

If AMP pages deliver noticeably better speed and user experience, and that leads to better engagement or conversions, great. If not, you are better off sticking to well-optimised non-AMP.

6. Maintain parity

If you go AMP + non-AMP, ensure content and meta tags mirror each other so you don’t create confusion or duplication issues. 

Wrapping up

If the question is AMP vs non-AMP – what actually performs better? The answer to it is “It depends”. On mobile speed and simplicity, AMP vs non-AMP gives an edge to AMP. But in the broader picture of feature-rich sites and brand experience, the difference between AMP and non-AMP pages isn’t always decisive if you invest in mobile page speed optimization and focus on mobile user experience.

If your non-AMP version is already trimmed down, responsive, and fast, then you don’t have to go AMP. But if you’re starting fresh, or you’re struggling with mobile load times and your audience is heavy on mobile devices and slower connections, then AMP could be a smart move.

And yes, when used well, you do get AMP SEO advantages, which are faster pages, better user metrics, and possibly improved rankings. But remember: it’s not the AMP tag itself that wins; it is the performance and experience you deliver.

If you would like help evaluating your site, running trials of AMP vs non-AMP pages, or implementing whichever version suits you best, reach out to GTECH, an SEO agency in UAE, and we will guide you through a strategy that will make you go ‘wow’.