Digital Marketing Glossary

What is Accelerated Mobile Pages (AMP)?

The Definition of Accelerated Mobile Pages (AMP)

Accelerated mobile pages are mobile-optimized web pages based on Google’s AMP platform.

AMP technology is a web application framework that is becoming widely used in the tech industry. It lets developers create fast-loading webpages which are suitable for viewing on smartphones and other mobile devices.

AMP was originally created by the search engine company Google, and is currently available with support from several other technology companies. AMP technology relies on Accelerated Mobile Pages (AMP) html, and is designed to load pages very quickly on mobile devices.

AMPs are optimized web pages that load instantaneously. Google says AMPs load 10 times faster than standard mobile web pages.

Essentially, AMPs are optimized pages that load quickly and use less data in comparison to standard web pages.

Google is encouraging businesses to create AMPs due to their speed advantages, although some might argue that AMPs create a “website within a website”.

On April 18, 2018, Google announced their AMP project to be open source.

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