nonAMP

nonAMP refers to web pages that do not use the Accelerated Mobile Pages (AMP) framework. It is commonly discussed in the context of mobile performance and contrasts with pages built as AMP HTML, which employs a subset of HTML, AMP-specific elements, and a restricted JavaScript model designed for faster rendering on mobile devices.

NonAMP pages rely on traditional HTML, CSS, and JavaScript. They can still achieve strong performance through standard optimization techniques such as minification, responsive design, image optimization, lazy loading, caching, and server-side rendering. Without AMP, pages may require more careful optimization to reach similar mobile load times, though well-optimized nonAMP pages can perform very well.

In search and discovery, publishers may host both AMP and nonAMP versions of a page. The relationship between representations is typically communicated through link relations: an amphtml link in the nonAMP page points to the AMP version, and a canonical link on the AMP page usually points back to the nonAMP version. This helps search engines understand that the two pages are alternate representations of the same content and decide how to index and display them.

Advantages of nonAMP include simpler maintenance, full compatibility with existing analytics and third-party integrations, and unrestricted use of non-AMP features. Disadvantages can include slower mobile load times and fewer performance guarantees compared to AMP, unless the site invests in comprehensive mobile optimization.

NonAMP remains a viable option for publishers seeking to balance performance, development effort, and broader compatibility within the mobile web ecosystem, alongside AMP.