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AMP – Accelerated Mobile Pages Project

Written by: Dan C, on 2016-02-26

Why was AMP created?

Access to information is at the heart of Google’s mission. When it comes to speed, the mobile web isn’t living up to the expectations people have for getting the information they need. Data shows that visitors abandon websites after just three seconds if the content doesn’t load quickly – which is bad for both people trying to get what they want and for publishers who want those readers to enjoy the content they’ve created for them. It’s no secret that Google has been pushing content publishers to increase site speed for improved user experience. Combined with Google’s efforts to keep users within its ecosystem, AMP addresses both points with an elegant solution.

What is AMP?

The Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content and have it load instantly everywhere, making the mobile web as fast as possible.

How does AMP work?

AMPs basically work by having specially tagged HTML pages cached all around the web on many different content delivery networks (CDNs) of participating technology partners and publishers. By doing this, AMP content is delivered from the closest possible source with the lowest possible latency.

Where is AMP today?

In just over four months, AMP has come a long way, with hundreds of publishers, scores of technology companies and ad-tech businesses all taking part in this joint mission to improve the mobile web. When you search for a story or topic on Google from a mobile device, webpages created using AMP will appear when relevant in the Top Stories section of the search results page. AMP pages load an average of four times faster and use 10 times less data than equivalent non-AMP pages. In many cases, they’ll load instantly.

Visit AMP website for more information.