AMP : Accelerated Mobile Pages

The AMP Project was announced by Google in October, 2015 and was being rolled out through 2016. On the homepage of official website of AMP Project, it is defined as following:

“The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms.”

Search Engine Land has covered The AMP Project extensively right from the beginning:

“Accelerated Mobile Pages (AMP) by Google is a very accessible framework for creating fast-loading mobile web pages. The open-source initiative is designed to enable publishers to easily improve speed (and consequently, the user experience) for their mobile readership without sacrificing any ad revenue that they may rely upon.”