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AMP (Accelerated Mobile Pages) Status

최종 업데이트:

⚠️ Deprecated (effectively ended in 2024)

After the 2021 Page Experience update, Google gradually reduced AMP preference, and from 2024 mobile search effectively no longer prioritizes AMP pages. New adoption is not recommended; this article is kept to preserve the historical context of technical SEO.

Definition

AMP (Accelerated Mobile Pages) is a mobile page acceleration framework that Google started as an open-source project in 2015. Its goal was to make mobile pages load extremely fast by combining restricted HTML, asynchronous JS, and Google CDN caching.

When Google removed AMP from search result preference conditions in 2021, its value as an SEO tool dropped sharply. As of 2026, it is effectively a deprecated technology and new adoption is not recommended.

TL;DR

AMP key summary: ①Top Stories AMP requirement ended in 2021 → ②SEO advantage gone → ③Only URL issues, design limits, and maintenance cost remain → ④Do not adopt on new sites ⑤Existing AMP sites should consider migration after Core Web Vitals optimization. As of 2026, there is no reason to learn or adopt AMP anew.

History of AMP

2015: Announcement and Launch

Google and Twitter announced the open-source AMP project. The goal was to solve slow mobile web loading. Restricted HTML tags, inline JS prohibition, and Google CDN preloading were core technologies.

2016–2020: Peak Period

Google News carousel (Top Stories) created an AMP-only area. News publishers needed AMP to enter Top Stories. Many domestic and international publishers adopted AMP.

SEO benefits during this period:

  • Top Stories visibility (news sites)
  • Lightning bolt mark in Google search results
  • Instant page display via Google CDN preloading

2021: Policy Shift

In June 2021, Google introduced Page Experience signals and changed Top Stories eligibility. Non-AMP pages could appear in Top Stories if they passed Core Web Vitals.

This was the start of AMP’s practical end. Top Stories exclusivity — AMP’s only search advantage — was broken.

2022–2023: Publishers Abandon AMP

Major English-language publishers including BBC and New York Times began phasing out AMP. Korean publishers followed a similar trend.

2024–2026: Deprecated Status

Google did not officially shut down the AMP project, but separate AMP preference in search results effectively disappeared. The amp.dev site remains, but new feature development is minimal.

How AMP Worked (Reference)

Technical background for understanding why AMP was fast.

Restricted HTML

Only some standard HTML tags were allowed. Images used <amp-img> instead of <img>, and video used <amp-video>.

JavaScript Restrictions

Inline JavaScript was completely prohibited. Only the AMP runtime library and approved AMP components were allowed.

Google CDN Preloading

Google search results pages cached AMP URLs on Google CDN in advance and preloaded them before the user clicked. The instant display feeling came from this.

URL Problem

AMP pages were actually shown at Google CDN URLs like https://cdn.ampproject.org/c/s/example.com/article/. Links shared by users and media were recorded as Google CDN URLs, not the publisher’s domain, which diluted domain authority. See Domain Authority for details.

Main Problems with AMP

1. URL Domain Issue

Links shared by users and media were recorded as Google CDN URLs (google.com/amp/...). Authority accumulated on Google’s domain instead of the publisher’s.

2. Design and Feature Limits

Custom JavaScript prohibition made complex interactive features impossible. Maintaining brand consistency was difficult.

3. Dual Maintenance Burden

Regular HTML pages and AMP pages had to be managed separately. Updating content required modifying both versions, which was costly.

4. Split Analytics Data

Google Analytics recorded AMP pages and regular pages as separate sessions. User journey tracking was difficult and data was fragmented.

5. Structured Data Limits

Some JSON-LD schema implementations had AMP-specific constraints. See JSON-LD Basics for details.

Current AMP Usage Recommendations

New Sites

Do not adopt it. As of 2026, AMP has no SEO benefit and only drawbacks remain (restrictions, maintenance cost, URL issues). Responsive design plus Core Web Vitals optimization is the correct approach.

News Publishers (Existing AMP)

Keeping existing AMP is not immediately harmful. However, compared with regular pages that pass Core Web Vitals, there is no additional benefit, so migration is worth considering if resources allow.

Top Stories Entry Strategy

How to enter Top Stories without AMP:

  1. Pass all three Core Web Vitals
  2. Implement Article or NewsArticle JSON-LD schema
  3. High-quality news content

See Page Experience for details.

AMP Migration (Removal) in 4 Steps

Step 1: Optimize Regular Page Performance

Before removing AMP, first get regular pages passing Core Web Vitals. This minimizes traffic loss after migration.

Step 2: 301 from AMP URL to Regular URL

Set 301 redirects from all AMP URLs (/article/amp/) to corresponding regular URLs (/article/). See 301 Redirect for details.

Step 3: Remove AMP Reference Tags

Remove AMP reference links from regular page HTML.

<!-- Tag to remove -->
<link rel="amphtml" href="https://example.com/article/amp/">

Step 4: GSC Cleanup

After migration, GSC AMP reports may show errors. This is normal because AMP URLs 301 redirect, and issues resolve over time.

Historical Significance of AMP

Positive legacy from AMP’s decline:

Raised awareness of web performance: AMP brought mobile performance importance to the entire industry.

Birth of Core Web Vitals: Instead of favoring a specific technology like AMP, Google shifted toward measuring real user experience with Core Web Vitals. AMP deprecation and Core Web Vitals adoption share the same context.

Popularized image lazy loading: Image lazy loading required in AMP was adopted into the HTML standard (loading="lazy").

Korea Market Application

Korean News Publishers and AMP

Naver Search operates its own mobile optimization system and does not support AMP. AMP preference in Google Korean search has also effectively disappeared.

Most major Korean news organizations adopted AMP but removed or deprioritized it between 2022 and 2024. New AMP adoption on Korean sites is now rare.

Current Recommendations for Korean Sites

  • Focus on responsive design + Core Web Vitals optimization + Korean content quality
  • CLS optimization for Korean fonts (Pretendard, Noto Sans KR) is especially important
  • See Mobile-First Indexing for details

Frequently Asked Questions

Q. If I remove AMP, will I be excluded from Google News?
A. No. Google News inclusion is unrelated to AMP. Criteria are content quality, publishing frequency, and Google Publisher guidelines compliance. AMP is not a Google News inclusion requirement.

Q. My current AMP URLs have many backlinks. What should I do when migrating?
A. Setting 301 redirects from AMP URLs to regular URLs passes backlink authority to the regular URL. However, Google may take weeks to months to process 301s. If 301 redirects are set correctly, most authority is preserved.

Q. Does adopting AMP help get into Top Stories more easily?
A. Not since 2021. Passing Core Web Vitals plus Article schema is the practical Top Stories requirement. Top Stories exposure is possible without AMP when these conditions are met.

Q. If keeping an existing AMP site is not harmful, why migrate?
A. Migration is not urgent. However, maintaining AMP continues to incur dual maintenance cost. If resources allow, migration simplifies the codebase long term.

Q. Has Google completely shut down the AMP project?
A. There is no official shutdown announcement. amp.dev is still operating. However, new feature development is minimal and AMP mentions in Google’s official recommendations have decreased. It is technically alive but without meaningful progress.

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