The Accelerated Mobile Pages (AMP) Project is an open source initiative that makes it easy for publishers to create mobile-friendly content once, and have it instantly load everywhere.
Why use AMP?
Instant page load
AMP pages typically load in less than one second. So, when users land on an AMP page they can get exactly what they’re looking for in the moment they’re looking for it.
Great User experience
AMP pages are optimised for usage on mobile devices, following accessibility standards. Users are more likely engage with and be receptive to your brand’s messages, and to take the actions you’re guiding them towards (like completing a purchase).
Improved visibility on SERP
On mobile search results pages, AMP pages have a distinctive icon and are often shown in search engine’s top carousel, increasing visibility and click-through rate.