Google’s Accelerated Mobile Pages

Accelerated mobile pages, or AMPs, are a product of Google set up to rival Facebook Instant Articles. They are designed for mobile phone searches and will load up pages faster when they are accessed directly via a website or via a search engien results page. The speed of loading can be up to four times faster.

AMPs are important in today’s mobile search-driven world. Big players in the field, like Google and Facebook, need to have comprehensive solutions or they are going to miss out on vital business. AMP plugins are now available to use with various content management systems. AMPs are also being used on many major websites.

AMP are essentially HTML, with some custom properties. For example, some tags have been changed for AMP tags. AMP pages are found by search engines using a specific tag and it is possible to have an AMP and non-AMP version of each page.