What is Google AMP?

Google AMP is an open-source, website-publishing technology that enables you to create a website that loads almost instantly on mobile devices. AMP stands for “accelerated mobile pages.” Google created AMP so that publishers and businesses could avoid slow-loading web pages that frustrate users.

What is AMP & how does it work?

AMP (originally an acronym for Accelerated Mobile Pages ) is an open source HTML framework developed by the AMP Open Source Project. It was originally created by Google as a competitor to Facebook Instant Articles and Apple News. AMP is optimized for mobile web browsing and intended to help webpages load faster.

What is an AMP page?

It was a direct response to Facebook’s then in-app publishing platform (Instant Articles), and Apple’s iOS 9 news aggregation and discovery platform (Apple News). The AMP version of a product page, blog post, or landing page is meant to load instantly on mobile. It may also appear differently or in a card form in the mobile SERP.

When did AMP come out?

AMP was first announced on October 7, 2015. After a technical preview period, AMP pages began appearing in Google mobile search results in February 2016. AMP has been criticized for potentially giving further control over the web to Google and other concerns.