In today's society, people do not like to wait for things. Therefore, more than 25% of website visitors leave a website that does not load within six seconds. We call this the Vine (RIP) length.

In 2016, Google created a solution to accelerate mobile web pages. They named this solution the Accelerated Mobile Pages Project, or AMP Project, allowing web pages to load in less than one second and use 10 times less data than normal web pages.

What is Google AMP?

Google AMP is a web publishing technology that allows you to create web pages that load in under one second, almost instantly, on mobile phones. Since its launch in early 2016, it has published over 1.5 billion AMP pages across more than 25 million domains.

To create AMP pages, you need to generate another version of your website that complies with Google AMP standards. Once done, your AMP site URL will be (site.com/page/amp) and it will be compatible with the most popular web browsers such as Google Chrome, Firefox, and Safari.

Visiting an AMP website through Google search is the fastest way it loads. Google hosts the site on its own servers and delivers the content directly from its site. This is similar to how Facebook Instant Articles allows users to read articles without leaving the Facebook mobile app.

The biggest difference between the two technologies is that you are not limited to embedding AMP pages on a platform like Instant Articles. Popular search engines, social platforms, content management systems, and e-commerce websites support AMP, including Bing, LinkedIn, Pinterest, Reddit, Twitter, WordPress, Tumblr, and eBay.

However, the advanced loading speed and improved search rankings of AMP pages do not provide any additional value to your site from backlinks to AMP pages found through Google search. The linking value of a referring domain goes directly to Google's domain since the page is technically hosted on Google's servers. According to the tech giant, there is no way for Google to prioritize AMP pages in search without hosting the content on AMP servers.

From an advertising perspective, in 2016, AMP launched the AMP Ads Initiative to provide publishers with ads that load up to five seconds faster than before, are easier to create, include new ad formats, and are supported by over 160 ad networks and 45 analytics platforms.

With AMP's rising popularity, Google seems to have gained more control over internet publishers, especially content creators for mobile web. However, it should be understood that AMP can load web pages faster than ever and deliver to audiences exactly what they want in return.