What is AMP?

AMP accelerated mobile pages

Google launched the open-source Accelerated Mobile Pages project to ensure that mobile webpages run as quickly as possible.

The AMP project aims to “co-create the future web” by enabling you to create web pages and ads that are consistently fast, beautiful, and high-performing across devices and distribution platforms.

AMP was created in collaboration with thousands of developers, publishers, websites, distribution firms, and technology companies. More than 1.5 billion AMP pages have been created to date, and the AMP format is supported by over 100 leading analytics, ad tech, and CMS providers.

When you use the AMP format to create mobile pages, you get:

  1. Improved performance and engagement: Pages built with the AMP open-source project load almost instantly, providing users with a smoother, more engaging experience on both mobile and desktop devices.
  2. Flexibility and results: Companies can choose how to present their content and which technology vendors to use, all while maintaining and improving KPIs.

You’ve probably clicked on an AMP page before, but you weren’t aware of it. The only thing you may have noticed was how quickly the page loaded after you clicked. In the search results, AMP-built web pages have a lightning bolt indicator.

Open this article’s AMP version by clicking here.

Here’s how to spot AMP in search results:

AMP page in search results

This is what an AMP page looks compared to a normal web page:

What is AMP?

The reason why AMP pages load instantly is because AMP restricts HTML/CSS and JavaScript, allowing faster rendering of mobile web pages. Unlike regular mobile pages, AMP pages are automatically cached by Google AMP Cache for faster load times on Google search.

Users have certain expectations when they’re on their mobile devices, they want meaningful, relevant, and faster experiences – to ensure your target audience’s expectations are met AMP are your best bet.

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