Ever seen the AMP stamp on an article or webpage and wondered what it is? Well, wonder no more.

AMP stands for accelerated mobile pages; they have been designed to deliver a better, simplified user experience on mobile, allowing content to be delivered quickly and sites to generate more revenue. In 2014 mobile internet traffic was more popular than desktop for the first time, people were beginning to use their phones to surf the web more than they did their laptops or computers.

As mobile continues to grow a good portion of every site’s traffic is now coming from mobile or tablet. However, the issue is the web has not adapted well to mobile devices. 39% of mobile users list their biggest frustration when surfing the web as page loading speed; 40% of web users move onto another page if load times are over 3 seconds. This has led to site owners creating bad user experiences and missing out on potential revenue. Because of this Google decided to create a new system to deliver a faster more mobile friendly web.

The Accelerated Mobile Pages Project (AMP) is designed to deliver pages and their content at blistering speeds. Websites and pages branded with the AMP sticker are Accelerated Mobile Pages that use custom HTML and JavaScript markup and Google servers with caching for near-instant page speed delivery.

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AMP has been successful so far for publishers and Google has now expanded the project beyond news, content and ecommerce stores by putting more AMP results into the Google Search Engine Results Page. AMP is a massive opportunity for online stores and is being used to increase user experience with a seamless product purchase journey where transitions between each step take less than a second. User dropouts at these crucial stages of a purchase journey are being reduced, in turn increasing revenue.

Explore how AMP has improved ecommerce stores here: https://www.ampproject.org/case-studies/e-commerce/

Although there is no indication that AMP pages provide a boost in SEO rankings, some of AMPs consequences such as improved site speed and user experience do indirectly work towards improved rankings. An AMP optimized page will also automatically show at the top of the Google SERP over non-AMP pages when a user searches on mobile.