Accelerated Mobile Pages is a Google initiative to build a faster version of the mobile Web. AMP is a new way of building web content for mobile devices that results in a simpler, much lighter version of HTML. Apart from a mobile ranking boost, there's a number of other reasons for going AMP:
Ultimate user experience. It's no secret that speed matters. Multiple research has shown slow loading time correlates with higher bounce rates. AMP pages were designed for lightning fast speed — their median load time is 0.7 seconds, while non-AMP pages have a median load time of 22 seconds. Yup, that's not just faster; that's 30 times faster.
The impressive load time of AMP pages is not just due to the lighter HTML and CSS. It's also due to the fact that AMP content is cached in the cloud and delivered not from your server, but from the Google-hosted cached version.
More clicks from search results. In his presentation at this year's SMX East, John Shehata shared the results of his AMP research. He found that AMP pages tend to perform better in search not only in terms of rankings, but also in terms of their CTR.
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