How AMP On Google Improves Your Website’s Speed And SEO

Google AMP (Accelerated Mobile Pages) was once a game-changer for mobile SEO, offering faster load times and improved user experience. However, its relevance has diminished with advancements in web technologies like Core Web Vitals and improved mobile optimization techniques. While AMP still benefits certain publishers and news sites, it’s no longer a necessity for ranking well on Google.

Accelerated Mobile Pages (AMP) could be the solution. In this guide, you’ll learn what AMP is, the key benefits it brings to your site—like faster load times and improved mobile experience—and how to implement AMP effectively to enhance your visibility on search engines. Would you like this guide to include step-by-step technical implementation as well, or focus more on the strategic benefits for businesses?

Key Takeaways

• AMP is an open-source framework developed by Google to help websites deliver content faster on mobile devices. It uses a streamlined version of HTML (AMP HTML) to reduce page load time significantly. AMP dramatically increases website loading speeds on smartphones and tablets by minimizing HTML, CSS, and JavaScript. This leads to smoother browsing, especially for users with slower mobile connections.
• Faster-loading pages lead to a better user experience, which translates into higher engagement, longer time on site, and increased conversion rates (form submissions, purchases, sign-ups, etc.). While Google has clarified that AMP is not a direct ranking factor, it improves page speed and user experience, which are ranking signals. AMP pages can indirectly enhance SEO performance by improving core metrics.
• AMP pages often appear in Google’s Top Stories carousel and load instantly from search results. This can increase visibility and encourage more users to click through to your content. Users are less likely to abandon a page that loads quickly. AMP helps reduce bounce rates, keeping users on your site longer — another signal that can positively affect your SEO.

Understanding AMP on Google

Source: Seahawk

AMP, or Accelerated Mobile Pages, is a web component framework developed to enhance user experiences across websites, emails, and advertisements—especially on mobile devices. It also supports interactive content like web stories, offering visually engaging storytelling formats.

Launched by Google on October 7, 2015, AMP pages began appearing in mobile search results by February 2016, signaling a shift towards prioritizing speed and performance in mobile browsing.

What sets AMP apart is its use of a stripped-down version of HTML known as AMP HTML, designed to boost responsiveness and remove performance-hindering elements commonly found in traditional web pages. This results in significantly faster load times, helping users enjoy smoother, interruption-free interactions.

For website owners, adopting AMP can lead to better engagement, reduced bounce rates, and improved Core Web Vitals—a critical factor in Google’s modern SEO rankings. In a digital landscape where milliseconds matter, AMP remains a valuable tool for optimizing mobile performance and delivering fast, fluid user journeys.

AMP On Google Best Practices

Source: Search Engine Journal 

Accelerated Mobile Pages (AMP) are designed to dramatically improve mobile page load speed—a key factor in SEO and user experience. AMP pages load up to 85% faster than non-AMP pages, making them ideal for improving bounce rates and user retention. Mobile speed is a confirmed ranking factor—AMP implementation helps meet Google’s Core Web Vitals thresholds.

AMP boosts SEO visibility by qualifying for features like Top Stories carousel (for news) and better mobile user experience scores. Below are essential best practices to ensure your AMP pages contribute effectively to better rankings and faster performance.

Category	Best Practice	Why It Matters
Canonical Tag Setup	Use <link rel="canonical" href="URL"> on AMP pages pointing to the original page.	Prevents duplicate content issues and consolidates SEO authority to your main URL.
Structured Data	Implement schema.org markup (e.g., Product, FAQ, Article).	Enables rich snippets in search results, improving visibility and CTR.
AMP Validation	Validate AMP pages with tools like AMP Validator or Google Search Console.	Only valid AMP pages are eligible for AMP-specific SERP features like carousels.
Optimized Meta Tags	Use unique <title> and <meta name="description"> for every AMP page.	Enhances indexing and encourages clicks from search results.
Analytics Integration	Use <amp-analytics> for tracking with Google Analytics or other tools.	Helps track user engagement and optimize performance across AMP content.
AMP HTML Usage	Build pages using the stripped-down AMP HTML framework.	Removes heavy elements and ensures ultra-fast rendering on mobile.
No Custom JavaScript	Avoid any non-AMP JS; instead use built-in AMP components like amp-img.	AMP enforces this to ensure page speed and reliability across all devices.
Inline CSS (Under 75KB)	Keep CSS styles inline and below 75KB.	Reduces render-blocking elements, speeding up the initial load time.
Lazy Load with amp-img	Use <amp-img layout="responsive"> to load images only when visible.	Improves speed by delaying image loading until needed.
Google AMP Cache	Serve AMP pages via Google AMP Cache.	Delivers content faster via Google’s CDN, which preloads AMP pages on search.
Minimize External Requests	Avoid external fonts, stylesheets, or heavy third-party elements.	Reduces HTTP requests and latency, keeping the mobile experience seamless.
Viewport Configuration	Use <meta name="viewport" content="width=device-width,minimum-scale=1">.	Ensures proper scaling and responsive display across mobile devices.
Preload Key Resources	AMP automatically preloads resources like fonts and images. Ensure critical content is well-structured.	Enhances perceived speed and user satisfaction on first interaction.

SEO Best Practices (Focus on Visibility and Ranking):

• Canonical Tag Setup and Structured Data help search engines understand and index your content.
• Optimized Meta Tags and Analytics Integration ensure your pages are discoverable, clicked on, and optimized for ongoing performance in search results.
• AMP Validation confirms your AMP pages qualify for AMP-related features like carousels.

Website Speed Best Practices (Focus on Performance):

• AMP HTML Usage, No Custom JavaScript, and Inline CSS optimize your pages for faster loading.
• Lazy Loading and Google AMP Cache minimize load times by ensuring only essential elements are prioritized.
• Minimizing External Requests and Viewport Configuration ensure content loads efficiently across all devices and screen sizes.

By adhering to these SEO and website speed best practices, you’ll improve your rankings and user experience in the mobile-first web environment.

Why Using AMP Can Transform Your Website’s Performance

Source: Plumrocket Inc

In an age where attention spans are short and mobile usage is dominant, website speed isn’t just a convenience—it’s a competitive edge. Accelerated Mobile Pages (AMP) is a technology developed by Google to streamline mobile web experiences by ensuring lightning-fast page loads. Here’s how implementing AMP can deliver tangible benefits for your business.

Key Benefits of Using AMP for Your Website

AMP is more than just a performance upgrade—it’s a strategic move to stay competitive in the mobile-first digital world. In the next section, we’ll examine how AMP impacts SEO and explore best practices for a successful AMP rollout.

How AMP Impacts SEO

Source: FasterCapital

While AMP is not a direct Google ranking factor, it can still have a powerful indirect influence on your website’s SEO performance.

Google has made it clear that page speed is a key element in search rankings, especially on mobile. AMP excels in this area—AMP pages load up to 10x faster than standard mobile pages. This speed boost significantly enhances the user experience, which in turn affects crucial SEO metrics such as bounce rate, time-on-page, and click-through rate.

AMP’s Role in Search Visibility

AMP-enabled content can also appear in prominent search placements, including:

• The Google Top Stories carousel
• Rich results enhanced by structured data
• Visual indicators (like the lightning bolt icon) that signal quick-loading content

While Google no longer requires AMP for inclusion in Top Stories (as of 2021), AMP pages still outperform many non-AMP pages in terms of speed and performance, which keeps them competitive in these features.

Technical SEO Best Practices for AMP

To maximize SEO benefits when using AMP:

• Implement structured data (schema.org) to enhance rich snippets.
• Ensure canonical linking between your AMP and non-AMP versions (<link rel="canonical"> and <link rel="amphtml">).
• Make AMP content crawlable by correctly configuring your robots.txt.
• Focus on Core Web Vitals like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS), all of which AMP naturally improves.

SEO Results from AMP Adoption

Improved speed and usability lead to:

• Higher click-through rates (CTR)
• Lower bounce rates
• Longer session durations
• More repeat visits

All of these are positive signals to search engines, contributing to stronger organic rankings—especially in a mobile-first indexing environment.

AMP vs. Non-AMP in Modern SEO

Source: Mangools

The table below highlights the differences between AMP and non-AMP pages in the context of modern SEO, outlining their advantages and limitations.

Factor	AMP Pages	Non-AMP Pages
Loading Speed	Faster, pre-loaded by Google (median load time ~0.7s).	Generally slower (average ~15s), but speed optimization is possible.
User Experience	Prioritizes speed, leading to lower bounce rates.	Offers more design flexibility, but may have higher bounce rates if slow.
SEO Ranking Impact	No direct ranking boost, but speed benefits align with SEO best practices.	Speed improvements (via Core Web Vitals) can enhance rankings.
Design & Flexibility	Uses streamlined HTML/JS, which limits interactive elements.	Full control over design, animations, and interactive features.
Google Features	Can appear in news carousels and other AMP-prioritized placements.	May not be eligible for certain AMP-only features.
Content Control	Hosted on Google’s servers, affecting URL structure and inbound linking.	Full ownership of content and domain visibility.

While AMP remains a strong option for speed optimization, modern SEO strategies increasingly focus on Core Web Vitals to enhance non-AMP page performance. This shift allows websites to achieve comparable speed benefits while maintaining greater creative and functional control.

Key Features of Google AMP Pages

Source: Object Ad Solutions

AMP is designed to optimize mobile web performance by ensuring rapid loading speeds and superior user experiences. Here are some key features of AMP pages:

Feature	Description	Benefits
AMP HTML	A lightweight version of HTML with simplified tags and structure. AMP HTML strips down unnecessary elements and optimizes the page for faster loading.	Speeds up page load times by removing resource-heavy components like JavaScript and excessive CSS.
AMP JavaScript Library	Provides essential JavaScript functionality while limiting the use of custom JS to maintain performance.	Ensures pages remain fast without heavy custom JavaScript, minimizing render-blocking scripts.
AMP Cache	A content delivery network (CDN) that preloads AMP pages, serving content from the closest server to the user for faster load times.	Accelerates page loading by utilizing Google’s AMP Cache, which stores content on distributed servers.
Advertisement Tag Limitation	AMP restricts each page to a single advertisement tag to avoid slowing down the page with multiple heavy ad scripts.	Promotes faster loading speeds and improves the overall user experience by limiting ads’ impact on page speed.
Responsive Design	Automatically adapts the page’s layout based on the device’s screen size, ensuring that the content is accessible on mobile and desktop devices alike.	Enhances the mobile experience by ensuring proper display across different screen sizes and devices.

These features make AMP a powerful tool for delivering high-performance, mobile-optimized websites that load quickly, improving both SEO rankings and user engagement.

Validation and Testing of Google AMP Pages

Source: Search Logistics

To ensure AMP pages meet Google’s standards and perform optimally, it’s essential to validate and test them. Below are some key practices and tools to verify and maintain the effectiveness of your AMP pages:

• AMP HTML and AMP JavaScript are optimized for faster load times, while AMP Cache speeds up the process by delivering content from the nearest server.
• Limiting advertisement tags and ensuring responsive design helps maintain fast, user-friendly mobile experiences.
• Validation tools like AMP Test Tool, AMP Status Report, and Rich Results Test are essential to ensure compliance with Google’s guidelines and optimize page performance over time.

Incorporating AMP into your website enhances both SEO performance and user experience by ensuring lightning-fast, mobile-optimized pages that improve visibility in search results.

Common Challenges and Limitations of AMP on Google

Source: FasterCapital

While AMP (Accelerated Mobile Pages) offers numerous advantages, particularly for improving mobile page load times, it also comes with several challenges and limitations that can impact its adoption and usage by webmasters and content publishers. Below is a detailed exploration of the common challenges faced when implementing AMP.

1. Restrictions on JavaScript Libraries

One of the most significant limitations of AMP is the restriction on the use of certain JavaScript libraries. Unlike traditional web pages, AMP requires strict guidelines on JavaScript usage, which limits its interactivity and advanced features. Many third-party JavaScript libraries that could enhance the functionality of a website are either restricted or require specific AMP-compatible versions.

For example, custom scripts and complex interactive elements such as dynamic content loaders, animations, or certain tracking scripts might not work within the confines of AMP. This can affect the user experience on AMP pages, as it limits the ability to provide rich, interactive features that users often expect in modern web experiences.

2. Reduced Ad Revenue Potential

Another challenge is the impact on ad revenue. Because AMP imposes strict rules on ad placement and functionality, many website publishers report that their ad revenue suffers when using AMP. The AMP framework only supports certain ad formats and ad serving technologies, which may limit the variety and functionality of ads.

• Ad placement limitations: AMP restricts the placement of ads to certain areas of the page, reducing flexibility for publishers to design their websites with dynamic or custom ad placements.
• Fewer ad networks: AMP doesn’t support all ad networks, particularly those that rely on heavy JavaScript. This limits the number of advertisers that can reach AMP users, potentially reducing revenue opportunities.
• Lower engagement with ads: The simplified nature of AMP pages can lead to lower engagement with ads, which can directly impact click-through rates and overall revenue.

3. Complex Implementation and Architecture Overhaul

Implementing AMP on a website can require a significant overhaul of the existing architecture, especially for websites with a complex layout or extensive use of third-party elements. AMP pages need to be separate HTML files that follow specific guidelines, which often leads to duplication of content — one version of the page being AMP-enabled and the other being the traditional, non-AMP version. This can lead to:

• Increased development time: The need to create a separate, streamlined version of each page can require substantial development resources.
• Compatibility issues: AMP may not be fully compatible with all existing web technologies, which means developers often need to adjust or even rewrite parts of the codebase to make the pages compatible with the AMP framework.
• Ongoing maintenance: With two versions of each page (AMP and non-AMP), website maintenance becomes more complex, as updates need to be applied to both versions to ensure consistency.

4. Debugging and Validation Challenges

Debugging AMP pages can be especially challenging due to their unique validation requirements and error codes. AMP has strict rules regarding HTML, CSS, and JavaScript usage, which means that if something is not correctly implemented, it can cause the page to fail validation. Common issues include:

• AMP validation errors: Every AMP page must pass a series of validation tests before it can be published. If the page doesn’t pass validation, it won’t display properly in search results, which can hinder the visibility of the page.
• Complex error messages: AMP validation error messages can sometimes be cryptic and difficult to resolve, particularly for those who are not familiar with the framework.
• Troubleshooting complex issues: Because of the constraints on code, pinpointing the exact issue with an AMP page can be difficult, especially if third-party tools or scripts are involved.

5. Duplicate Content Management

Maintaining two versions of the same page (AMP and non-AMP) can create challenges in terms of duplicate content management. This can become especially problematic in SEO, as search engines may struggle to determine which version of the page should be indexed.

Although Google provides the rel="amphtml" link tag for this purpose, ensuring that the correct version of the page is ranked and avoiding duplicate content penalties requires careful management.

Additionally, content updates need to be done for both AMP and non-AMP versions of the page, which can lead to synchronization issues. For example, if a new blog post or article is published, the content must be manually replicated or updated on both versions of the page, potentially leading to discrepancies.

6. SEO Impact

While AMP offers some benefits for SEO, such as faster page loading times and increased chances of appearing in the Top Stories section on mobile search results, it’s not without SEO challenges:

• Limited customizability: Due to the restrictions on code and design elements, AMP pages may not be as customizable or optimized for SEO as non-AMP versions, which could limit the ability to fully optimize a page for specific keywords or user intent.
• Reduced control over meta data: AMP has specific rules for structuring meta tags and other SEO elements, which could limit a website’s ability to fully control how search engines interpret and rank the content.

7. Mobile-Only Focus

Although AMP was originally developed to improve mobile performance, it only targets mobile users. As such, websites that use AMP are primarily optimizing for mobile SEO and may not see the same performance benefits for desktop users.

With the growing trend toward responsive design and Google’s mobile-first indexing, some webmasters are questioning whether AMP is the most effective way to improve mobile performance, as responsive web design may be able to achieve similar results without the complexity of managing AMP versions.

8. Limited Flexibility in Design and Branding

AMP enforces strict design and styling rules, which limits the ability of publishers to fully customize the appearance of their pages. This could present issues for businesses that rely heavily on branding and design to create a unique identity. Some key limitations include:

• Restricted custom fonts and styles: AMP restricts the use of external fonts and custom styles to maintain fast loading speeds, limiting design flexibility.
• Predefined layout constraints: Publishers are confined to a predefined layout for AMP pages, which may not align with their preferred visual design.

While AMP offers clear benefits for improving mobile page performance, particularly in terms of speed and user experience, it does come with several challenges. The restrictions on JavaScript, the potential for decreased ad revenue, and the complexity of maintaining both AMP and non-AMP versions can be significant barriers for webmasters and SEO agencies.

Nevertheless, for businesses seeking to optimize mobile performance and compete in mobile search, the benefits of AMP—when properly implemented and maintained—may outweigh the challenges. As AMP continues to evolve, it is important for publishers to stay informed about updates and best practices to maximize its advantages while minimizing limitations.

Future of AMP on Google

Source: Marko Saric

The future of AMP (Accelerated Mobile Pages) is looking promising as Google continues to enhance its capabilities and foster a more open-source community-driven development model. While AMP’s initial focus was on improving mobile page loading speed, ongoing advancements indicate that it will play a crucial role in enhancing the mobile web experience in the years to come. Here’s a deeper look into what’s in store for AMP’s future:

1. Open-Source Community Expansion

One of the most significant developments in AMP’s future is the expansion of its open-source community. Joey Rozier, a key member of the AMP team at Google, has been instrumental in driving these efforts. The expansion of the community aims to encourage collaboration and innovation, ensuring that AMP remains adaptable and responsive to the ever-changing demands of the digital landscape.

The involvement of a broader range of contributors will bring in fresh perspectives, which can lead to new features, improvements in functionality, and potentially more integration options for developers. The focus on openness means that developers and businesses will have the opportunity to influence the direction of AMP, making it more aligned with their needs and expectations.

2. Enhanced Speed and User Experience

Speed and user experience continue to be at the forefront of AMP’s evolution. Google has made it clear that they are intensifying their focus on these two key areas, particularly for mobile users. With more and more searches being conducted on mobile devices, providing lightning-fast page loads and seamless user interactions is critical.

AMP’s architecture, which is specifically designed to prioritize speed, will likely see additional improvements to further optimize mobile performance. This could involve refining caching techniques, reducing page load time even further, and minimizing the use of heavy resources (like JavaScript) that can slow down page rendering.

In addition to speed, user experience is becoming increasingly important. AMP’s future roadmap includes improving elements such as:

• Interactive elements: While AMP has previously had limitations on certain types of interactivity (like custom JavaScript), future updates might make it easier to incorporate rich media and dynamic content while still maintaining fast loading times.
• Mobile-first design: With Google’s mobile-first indexing approach, AMP is likely to become even more integrated with Google’s search algorithms, ensuring that mobile websites benefit the most from its features.

3. Feedback from Industry Leaders

Google has emphasized the importance of gathering feedback from the wider web development community, including major platforms such as Twitter. These insights are crucial for the continuous evolution of AMP, as they help shape the framework in a way that meets the diverse needs of webmasters, content publishers, advertisers, and users alike.

The ongoing dialogue between Google and the community ensures that AMP is not just a product of Google’s internal vision but a reflection of real-world requirements and expectations. By including input from prominent voices in web development, AMP’s development will remain user-centric and aligned with industry standards.

4. Possible Integration with Other Google Tools

As AMP continues to grow, there are significant possibilities for deeper integration with other Google tools and services. For example:

• Google Search: Given the impact of AMP on mobile search rankings, it’s likely that Google will continue to prioritize AMP pages in its mobile-first indexing strategy. AMP’s speed and lightweight nature make it an ideal candidate for improving mobile search results.
• Google Ads: AMP could further integrate with Google Ads, offering better ad performance and revenue potential for publishers. More optimized ads could be delivered in AMP pages without sacrificing speed, providing a win-win for both content creators and advertisers.
• Google Analytics: As AMP evolves, it could offer improved ways to track performance metrics in real-time. Future iterations of AMP may offer enhanced analytics tools to measure user engagement and better understand bounce rates, ad performance, and conversion rates within AMP pages.

5. Broader Adoption Across Industries

Looking forward, the future of AMP also includes the possibility of broader adoption across various industries. Initially, AMP was widely adopted by news organizations and publishers, thanks to its ability to deliver faster-loading articles.

However, the framework is now seeing adoption beyond the publishing industry, with businesses in sectors like e-commerce, travel, entertainment, and real estate beginning to embrace AMP for its speed and mobile-friendliness.

As AMP’s feature set continues to evolve and become more flexible, its appeal to a wider range of industries will increase, offering them a tool to optimize mobile content for faster loading and better user engagement. E-commerce sites, for example, may benefit from AMP’s ability to display product pages quickly, reducing cart abandonment rates.

6. Future Challenges and Opportunities

While the future of AMP is promising, there will continue to be challenges and opportunities along the way:

• Adoption Barriers: Despite the ongoing improvements, some websites may still be reluctant to adopt AMP due to technical complexity and maintenance requirements. Overcoming these barriers will be essential for AMP to become a standard tool in mobile web optimization.
• Integration with New Technologies: As technologies like 5G and AI-driven search algorithms continue to develop, AMP will need to evolve to accommodate these innovations. AMP’s integration with AI could offer businesses more personalized and targeted experiences for users, further enhancing its appeal.

AMP’s future is undoubtedly bright, as Google continues to innovate and expand its functionality with a focus on community involvement, speed, and user experience. By continually improving the framework and incorporating feedback from industry leaders, AMP will evolve to meet the needs of both developers and users, ensuring that it remains an essential tool in the mobile web ecosystem.

As AMP grows and integrates with other Google tools, it will likely see wider adoption across various industries, offering benefits in both user engagement and business performance. Ultimately, AMP is positioning itself as a key player in the future of mobile web optimization.

Embrace Google AMP for Superior SEO Performance and Website Engagement

Source: Search Engine Journal

In summary, Accelerated Mobile Pages (AMP) presents a compelling opportunity for businesses looking to stay competitive in a mobile-first world. By leveraging AMP, websites benefit from lightning-fast loading speeds, a smoother user experience, and improved engagement metrics—all of which contribute to stronger SEO performance over time.

While AMP’s effects on SEO may be indirect, they are undeniably impactful: faster pages lead to longer dwell times, lower bounce rates, and ultimately, better visibility in search engine results.

Beyond performance benefits, AMP also reduces server load, supports mobile responsiveness, and helps improve conversion rates—especially in sectors where user experience is paramount. Whether you’re running an e-commerce store, a blog, or a business website, AMP can be the catalyst that pushes your digital presence to the next level.

Looking ahead, the future of AMP continues to evolve, with growing community support and technological innovations enhancing its capabilities. Despite misconceptions or initial setup complexities, the long-term benefits make AMP a strategic asset in any forward-thinking digital marketing plan.

If you’re unsure where to start or need expert guidance on implementing AMP effectively, MediaOne is here to help. With years of experience in technical SEO, mobile optimization, and performance-driven design, our SEO agency can help you seamlessly integrate AMP into your digital infrastructure, ensuring your site not only performs better but also ranks higher and converts more visitors.

Get in touch with MediaOne today to explore how AMP can supercharge your website and drive measurable results. Let’s elevate your web performance and create a user experience that wins!

Frequently Asked Questions

How does AMP affect user experience?

AMP significantly enhances user experience by reducing page load times and improving website responsiveness on mobile devices. Faster-loading pages lead to lower bounce rates and higher engagement, which can be beneficial for content-heavy websites such as news platforms and blogs. However, some websites may find AMP’s restrictions on design and functionality too limiting, especially for interactive or eCommerce sites.

Does AMP still matter for Google Discover?

AMP is no longer a requirement for appearing in Google Discover, the personalized content feed available on mobile devices. While AMP pages may still perform well due to their speed, Google prioritizes high-quality, engaging content optimized for mobile experiences rather than AMP-specific implementation.

Can AMP negatively impact a website’s SEO?

While AMP improves page speed, it can also limit certain aspects of SEO. Some websites struggle with proper tracking and analytics, as AMP restricts JavaScript usage. Additionally, AMP pages often use a different URL structure (hosted on Google’s CDN), which can affect link equity and branding. If not implemented correctly, it may also create duplicate content issues.

How does AMP compare to Core Web Vitals?

AMP was initially introduced to improve mobile performance, but Google now emphasizes Core Web Vitals, which measure real user experience metrics like loading speed (Largest Contentful Paint), interactivity (First Input Delay), and visual stability (Cumulative Layout Shift). Websites that optimize for Core Web Vitals can achieve similar benefits to AMP without adopting its framework.

Should e-commerce websites use AMP?

AMP is not the best fit for eCommerce websites due to its limitations on dynamic content and interactive elements, such as complex filtering and product customization. While some eCommerce businesses have used AMP for product pages or blog content, most now prioritize mobile-first optimization strategies that allow greater flexibility in design and functionality.