Is AMP Dead In 2025? What SEO Experts Need To Know About Accelerated Mobile Pages

If you have been following SEO, you know how important the page load speed is in ensuring a better performance and user experience. There are various techniques used to optimize the webpages. AMP or Accelerated Mobile Pages is a framework by Google to make pages load faster on mobile devices and enhance a better user experience. Initially, this was mostly used for news articles and blogs. During its prime time, it gave websites a boost in mobile rankings and placed the websites in the top search results. However, as time passed, there has been a shift in this trend with Google’s ever-changing algorithms and the rise of core web vitals. The position of AMP in 2025 is questionable. Is AMP still relevant in 2025? Should you disable AMP pages? Here we shall answer all these questions.

What is AMP?

Accelerated Mobile Pages or AMP is a project launched by Google to create web pages that load fast and are optimized for mobile devices. This is coded using HTML and is open-source. Amp was introduced to improve the web performance on mobile devices and provide a better user experience. The AMP consists of AMP HTML, AMP JavaScript, and AMP Cache. AMP HTML ensures fast-loading pages. It eliminates certain elements that can lead to the slowing down of the webpages. AMP JavaScript library includes components that render pages quickly. AMP Cache, the proxy-based content delivery network, aids in rendering the AMP pages. This helps in improving the performance and speed. Earlier, Google gave AMP pages preference by displaying them in the top stories and highlighting them with a lightning bolt icon in the search results. This was popular among the media because of its speed and visibility. However, recently they removed the lightning bolt icon in search results.

The Rise And Fall of AMP

AMP gained popularity immediately for its SEO benefits, its ability to load pages faster, and thus improving the clicks and visibility. However, later on, it started getting criticism for its lack of flexibility. To load pages faster, design elements and interactive features were restricted. It simplified the layout and stripped down the content. Google removed the AMP as a requirement in top stories and prioritized other metrics like Core Web Vitals. This resulted in websites dropping AMP and starting to focus on custom mobile optimization strategies.

Pros of AMP

One of the AMP SEO benefits is that users can access content easily, even when they are on a slow connection, because AMPs load faster. Even high traffic loads can be efficiently handled by AMP. And this is especially useful for media or kind of sites that regularly update. The fast loading of the site engages the users and helps in reducing the bounce rate. Even on low-end devices, AMP loads faster and offers a seamless experience. AMP has got a lot of advantages when it comes to loading speed, simplicity, and providing user satisfaction.

Cons of AMP

Despite its advantages, there exist several limitations of amp. Websites that use modern tools and techniques for optimization do not require AMP. For websites that use lazy loading or websites that have a responsive design, AMP is no longer a necessity. It is also a hindrance to creative freedom as it limits the interactive and design elements. This can also affect the branding, as eliminating the design elements makes the page feel more generic. Another limitation of AMP is that the analytics of these pages requires separate systems to track. As Google gives importance to overall performance, many developers consider AMP unnecessary for SEO.

Is AMP Still Relevant in 2025?

Is AMP still relevant? Well, AMP is not a ranking factor anymore. Google prioritizes other core web vitals like page load speed, interactivity, etc. Google prioritizes mobile first indexing, so every website has to be optimized for mobile devices to rank in the search engines. Mobile optimization gives websites SEO benefits. AMP would cut down on JavaScript and images to improve the page load speed. However, now you can access these websites on mobile devices with all these features. Non-AMP pages optimized for mobile devices and performance would rank better than AMP pages if they meet the core web vitals. AMP pages would be included in the top stories once, but since Google removed it, it doesn’t make a difference if your page is AMP or non-AMP. Nowadays, various tools and frameworks are used to meet the speed goals, and these perform well compared to the limitations set by AMP. So, to answer the question, ‘Is AMP still relevant?’ AMP is no longer an essential factor for SEO.

Should you disable AMP pages?

After reading this, you might be wondering if you should keep the AMP pages or disable them. AMP and non-AMP rank alike on top stories. So, having AMP doesn’t give you an edge in the competition. However, if you’re creating a new site, you don’t have to use AMP, as there are AMP alternatives now.  Many developers prefer AMP alternatives such as Next.js to improve site speed without any limitations. A slow-loading website can be improved with AMP, so it doesn’t hurt to keep one. But should you disable AMP pages? If AMPs are of no use in improving your ranking, user experience, or core web vitals, you can just remove them. With various other optimization techniques and ensuring that your website is responsive, you can enhance the performance and improve the user experience. This makes AMP not a necessity for SEO and user experience, but choosing whether to keep it or not is up to your performance goals.

How to Remove Accelerated Mobile Pages

The first step is to locate the AMP links. How to find AMP links?

You can identify AMP by looking at the end of the URL for /amp/. Or >amp breadcrumb appears in search. How to find AMP links for all the pages? You may use Screaming Frog or any other site crawling tool for this.

Now, let us look at how to remove Accelerated Mobile Pages. 

How to Remove Accelerated Mobile Pages from Google Search

• To remove the AMP link, delete the rel=”amphtml” link in the main page HTML
• To redirect the AMP page, set up a 301 or 302 redirect. So that the visitors are redirected to the regular page.
•  Search for the AMP page in Google search to confirm that the page is removed. Or use the AMP search console.
• This way, the pages will be removed without the users seeing any error.

How to Remove Accelerated Mobile Pages from Google and all other platforms

• Remove AMP link from the main page HTML.
• Add a noindex tag to your AMP pages so that they won’t show up in search results.
• Submit a new sitemap to Google Search Console without the AMP pages. 
• If you don’t want people to visit the AMP page at all, return a 404 error for it. 
• If you want users to get redirected to the normal page, set a 301 redirect to your main page.

How to Remove Accelerated Mobile Pages Quickly

• Remove the AMP link from your server. 
• Ensure that the server gives a 404 Not Found error for the deleted AMP URL. 
• Delete the rel=”amphtml” link from the main page HTML. 
• Ask Google to crawl the main page.
• This method is only to be used when the AMP pages must be removed quickly. Before Google identifies that the page has been removed, it shows an error to the user.

Conclusion

So, the question we started the blog with was whether AMP is dead. Well, AMP is not dead, but it will have minimal effect on SEO in 2025. In this article, we discussed questions like ‘Should you disable AMP pages?’ or ‘Is AMP still relevant?’ along with discussing the AMP pros and cons for SEO. AMP enhanced the page load speed and thus improved the performance and user experience. This was a major benefit in SEO. However, as years passed, Google’s changing algorithm has come up with new updates, such as focusing on core web vitals and overall performance. In this scenario, AMP is no longer a necessity for optimizing mobile devices for speed. 

For brands seeking expert help, partner with GTECH Information Technology, a Dubai-based SEO and mobile search engine optimization agency, to ensure scalable and futuristic optimization strategies.