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Pros and cons of Google’s Accelerated Mobile Pages (AMP)

Google’s AMP framework helps mobile sites load super fast. Sounds good, but accepting AMP also means accepting limitations on your site’s styles, functionality, and possibly revenue and analytics.

Whereas Facebook’s Instant Articles is a feature only for the Facebook platform, Google’s Accelerated Mobile Pages (AMP) is an open framework for coding pages so that they can be loaded far faster than typical news site pages. As a result, AMP-compliant sites may yield better Google search result rankings and may cost less to host. On the other hand, due to the constraints imposed by AMP guidelines, ad revenue could decrease, your analytics could be inhibited, and it could take additional developer and design time to implement.