What is AMP?

Monday, September 12, 2016

Users today expect mobile websites to load super fast. The reality is that it can often take several seconds. It is no surprise that 40% of people abandon a website that takes more than 3 seconds to load. To reduce the time content takes to get to a user's mobile device we started working on the Accelerated Mobile Pages Project, an open source initiative to improve the mobile web experience for everyone.

Accelerated Mobile Pages are HTML pages that take advantage of various technical approaches to prioritize speed and a faster experience for users by loading content almost instantaneously.

Later this year, all types of sites that create AMP pages will have expanded exposure across the entire Google Mobile Search results page, like e-commerce, entertainment, travel, recipe sites and many more. Visit the "Who" page on AMPProject.org for a flavour of some of the sites already creating AMP content and try the demo at (g.co/ampdemo) to see AMP versions of pages labeled with .

In advance of AMP expanding in Google Search, over the next few weeks we'll be posting pointers to help you #AMPlify your site. Follow along with the #AMPlify hashtag on G+ and Twitter.

Have you already built AMP pages for your site? Share your feedback in the comments below or on our Google Webmasters Google+ page. Or as usual, if you have any questions or need help, you can post in our Webmasters Help Forum.

Posted by Tomo Taylor, AMP Community Manager