Standard vs AMP landing pages


AMP is an open source web framework by Google. Search results in Google ( as well as Bing ) like the one shown in the example below, that have the flash symbol next to them are AMP pages. 

These pages load instantly. But how? AMP uses something called components, which are built on top of standard html, css & javascript. AMP enforces several rules & restrictions and a page that follows all of them are considered valid AMP pages. These restrictions are a part of the reason why AMP pages are so performant. It ensure best practices are followed and inefficient code isn't used. The other reason is that your pages are served from Google's servers & CDN. Valid AMP pages are also stored in Google's cache, and even while the search results are being displayed, your landing page is loaded in the background and pre-rendered. So when someone clicks on the ad or the search result your page appears almost instantly. 

Some of the restrictions of AMP pages are

1. 75KB of CSS per page
2. No External CSS files
3. No External Javascript ( You have to build custom AMP components like <amp-script>)

But don't fret if you don't know what this means. We have tried to bring almost all the functionality that we have in our standard pages to AMP. We have built custom AMP components so that you don't have to. 


As the name suggests, these pages use standard html, css and javascript. Basically you can use any code that a web browser supports. No restrictions. Our standard pages use the same code & image compression and most best practices that are incorporated in our AMP pages. Our Standard pages are also hosted, cached and served from high performance cloud servers & a CDN. But since these pages aren't preloaded when an ad or search result appears on Google, they don't load as instantly as AMP pages. 

Both AMP and Standard pages are fully responsive, meaning the design adapts to all screen sizes from Desktops down to Tablets & Mobile. 

Instant loading that you get from AMP is a magical feeling and is the Google recommended way. You are rewarded with higher ad quality scores ( assuming your page ticks other boxes like content, relevancy, design etc ) and could mean lower CPC's. But don't let the word "Standard" deceive you. They are equally optimized and are really fast and offer the best balance between customizability and performance.