Accelerated Mobile Pages (AMP) is a new web standard created by Google that aims to provide faster loading mobile web pages. Websites that comply with AMP standards and create separate AMP versions of their pages may see benefits like higher search rankings and increased conversion rates on mobile searches. However, AMP also tightly restricts the technologies used, requiring special iframes and prohibiting custom JavaScript. While AMP could sincerely aim to improve the mobile web experience, it may also be Google's attempt to respond to competitors and exert more control over web standards. Overall, supporting AMP is recommended given its current importance to mobile search.

1. WTF
AMP?!?
is...
CARL V. LEWIS - Refresh Savannah, 1/19/2017

2. Accelerated Mobile Pages
(a.k.a. Google’s latest attempt to rewrite web
standards)

3. And failure to comply could mean lower search rankings...
Google is forcing its
own new standard

4. That oh-so-cool little lightning symbol means the link is
AMP-enabled.
Notice this on mobile
search lately?

5. That means Google puts
sites conforming to AMP in
top of search – providing an
“in-app” sort of experience.

6. Sure, it means 87% faster load times

7. Which likely
means higher
conversion
rates.
And it’s
quasi-
‘open-source’

8. But how does AMP differ from RWD
(responsive web design)?
And is it a good thing?

9. 1. AMP creates two separate
versions of your page. A normal
responsive one and an AMP one.

10. “Developers must use a
narrow set of web
technologies to create
pages.” -AMP Project
Homepage
2.Read: No
custom
JavaScript
allowed!

11. 3. AMP requires special iFrames for
JS and about anything but standard
HTML/CSS.
The <amp-iframeiframe> tag allows some JS from external page,
much like the standard <iframe> tag.

12. BUT
WHY?!?

13. THEORY ONE:
AMP is a sincere,
open-source effort to
improve mobile
experience that requires
separate specs but, at
its heart, relies on
existing web tech.

14. THEORY TWO:
AMP is Google’s strong-handed
response to FB Instant Articles
and Apple News.

15. THEORY 3:
Google just wants to
rule the world.

16. CONCLUSION:
You probably should hop on the AMPtrain now regardless.
https://www.ampproject.org/