AMP or Accelerated Mobile Pages is a Google initiative launching on February 24 aimed at delivering content to customers four times faster as compared to traditional pages. It is not just speed but the size of pages that is going to change. According to some sources AMP will load 85% faster than traditional pages that Google will be displaying in search results.


                            Image Source:

The change isn’t one that couldn’t be anticipated given the rate at which Google and other search engines are promoting mobile based and friendly content. AMP runs on a new open framework dubbed AMP HTML, which was created out of the present Web technologies that build lightweight Web pages.

David Besbris, vice president of engineering at Google, in a blog post last October said that every time a webpage takes too long to load, they lose a reader and the opportunity to earn revenue through advertising or subscription.
AMP will work on the concept of webpage caching even before the user clicks through.

Google is also collaborating with different publishers like Twitter, Pinterest and LinkedIn from across the globe to intergrate AMP HTML pages on their sites. AMP’s project page states that it is designed to support smart caching, predictable performance and modern, beautiful mobile content. Whether or not this new implementation will favour AMP enhanced articles only is something that is yet to be seen. However Google has said that it will not in any way favour only AMPs but page load speed will definitely play an important role.

More features and functionalities are expected to be added to Google’s AMP initiative in the near future focused on certain key areas that include content, distribution and advertising. If there is something that can be certainly known, it is that this initiative will totally revolutionize user experience on the mobile platform. Google believes that fast content delivery in all formats is the key to a great internet experience and through AMP it is going to be possible.