A framework that enables ultra-fast loading of mobile pages by simplifying HTML and limiting scripts.
AMP was an open-source framework launched by Google to make mobile pages load almost instantly. It worked by restricting HTML/CSS and serving pages from Google's own cache. For a few years, it was a "must-have" for news publishers to get into the Top Stories carousel.
AMP is no longer a strict requirement for ranking features. With the introduction of Core Web Vitals, Google now prioritizesactual page speed and experience, regardless of the technology used to achieve it.
The lesson of AMP is that speed wins. Whether you use a specific framework or just good engineering, a fast mobile experience is non-negotiable.
Browse related definitions in the same glossary category.
Algorithm
A complex system used by search engines to retrieve data and deliver results for a query. Google uses multiple algorithms to rank websites.
Algorithm Update
Changes made to a search engine's ranking algorithms that can impact website visibility and traffic.
API Quotas
Hard limits on total API usage over a billing period, often tied to pricing tiers.
API Rate Limits
Restrictions on how many API requests can be made within a time period, requiring throttling and retry logic.
Broken Link
A hyperlink that no longer works because the destination page has been deleted or moved. Damages UX and SEO value.
Build-Time Rendering
Generating HTML at build time (static site generation) rather than on each request, improving performance and SEO.
Understanding "AMP (Accelerated Mobile Pages)" is just the first step. Our team at TwoSquares specializes in technical SEO and digital strategy, helping brands turn complex concepts into measurable growth.