Google recently announced that their new AMP pages would now start appearing in mobile searches. In case you are unaware of the meaning of AMP, it is the short-hand for “Accelerated Mobile Pages”, which is an initiative by Google that aims to improve the optimization and performance of loading websites on mobile phones and mobile web as a whole. It, just like any other project by Google is completely open source.
How does AMP work?
AMP is an algorithm that removes those of the unnecessary elements that cause a significant slowdown in the loading of web pages on portable devices like mobile phones. The elements removed include traditional ads, JavaScripts, and navigational elements that are mostly unnecessary or useless. HTTPS is, however, a mandatory component for AMP pages to work.
By whom is AMP used?
At the moment, most technology and publishing companies make good use of the new AMP feature that Google introduced. News articles, however, are the primary target of AMP.
Sate of AMP
At the moment, AMP is still in the experimental stage and contains a lot of bugs. It is not clear if AMP will reach success, but it is very likely that it will, considering the fact that more and more web developers are utilizing the new feature. AMP is however not mandatory, and neither is it a critical entity for the websites. There are other things which are more important in making the web pages get a higher rank on Google.
Even though there is a good chance of success of the new feature, it is not expected to happen anytime soon, as more developers prefer to stick to the old traditional basic web design and development.
The pages that support AMP will have a special marker beside them in mobile search. The marker in Google search results looks like 