Earlier this year Google began including AMP listings into its mobile search results. AMP, short for Accelerated Mobile Pages, is a specification for creating slimmed down pages for mobile devices. It’s a subset of standard HTML but with restrictions. In addition, Google caches AMPs on its own CDN to provide the fastest retrieval possible. Any AMPs appearing in Google Search results are linked to these cached pages.
You may be asking yourself why we need such a thing when mobile phones are already capable of displaying “ordinary” websites. It’s a good question, and admittedly that was my first question when I first learned of AMP. The AMP project says the purpose of AMP is to give mobile users a better, faster web experience. But what’s wrong with the current user experience on mobile phones? Is it really bad enough to warrant an entire new web page specification when we already have HTML 5?