The Accelerated Mobile Pages Project (AMP) defines itself as an “open-source initiative” to help webmasters improve surfing speeds.
AMP accomplishes this feat by compressing extremely large files like images and decreasing the elements required to display your web page.
The technology does, to its credit, provide great performance.
For example, Wired Magazine raved about its 25% increase in site engagement. AMP was helping it rank higher in search engine result pages (SERPs), while also keeping people on the page longer.
80% of Gizmodo’s traffic comes from new visitors who find its AMP content from search engines, too. AMP isn’t “officially” a Google-owned project. But Google was instrumental in leading the creation of it.
