1. Fast, Reliable Experience Through AMP #

• Google indexes AMP pages to offer users fast-loading, reliable web pages.
  
• AMP pages can appear on mobile search as rich results or in carousels, enhancing visibility.
  
• AMP itself is NOT a ranking factor, but page speed is — and AMP helps pages load quickly.
  
• Google applies the same speed standards to all pages regardless of technology used.
  

2. AMP Cache and Loading #

• When users click an AMP page from Search, Google often serves the page from the Google AMP Cache.
  
• This caching enables load optimizations like prerendering, making pages appear almost instantly.
  
• Note: Desktop AMP pages are not currently served from the AMP Cache or AMP Viewer.
  

3. AMP Pages as Rich Results #

• AMP pages can show up as rich results in Search, just like other enhanced search listings.
  
• Adding structured data to AMP pages helps Google better understand your content and eligibility for rich results (though it’s not guaranteed).
  
• For duplicate content, add the same structured data on all versions, not just the canonical AMP page.
  

4. AMP Pages as Web Stories #

• AMP can also power Web Stories, a visually rich format for storytelling on Google Search.

What Happens After Users Click AMP Content? #

Two Display Methods: #

a. Google AMP Viewer:

• A special environment where Google shows your AMP content.
  
• Displays your site’s domain at the top so users know the source.
  
• Enables data collection subject to both Google’s and your site’s privacy policies.
  
• Useful when users swipe through multiple AMP pages.
  

b. Signed Exchange:

• Lets browsers treat the AMP page as belonging to your website’s URL (not a google.com URL).
  
• Enables use of first-party cookies, personalized content, and analytics on your domain.
  
• Google prefers signed exchange display when supported.
  
• Requires you to publish AMP content in signed exchange format alongside normal AMP HTML.
  
• Supported currently only for rich and basic results, not carousels.

Additional Notes #

• Google AMP Viewer allows some data collection by Google and publishers — make sure your privacy policies reflect this.
  
• Signed exchange offers better branding and analytics control, but requires additional setup.