Accelerated Mobile Pages (AMP) were launched in February 2016 and are becoming an increasingly common sight in Google search results on mobile devices. You can tell if an article is AMP as it will be noticeably faster to load (coming from cache and virtually instant) and it will have a lighting bolt with 'AMP' next to it.
What is AMP HTML?
AMP JS Library on GitHubThe whole principle of AMP is to allow content to be cached by anyone. AMP pages you create will be hosted on your server, but then accessed by Google (or anyone that wants to) who will then cache a version of that page. Cached versions of the article will contain the rel='canonical' tag pointing back to the original. Analytics and adverting will still work on the cache versions so publishers can still accrue revenue and view accurate page views.
Who's using AMP?
At first large news publishing sites were the ones to take up AMP. Now an ever-growing number of platforms support AMP, either by providing an AMP component or by offering integration with AMP. Publishers of any kind supplying regular news that rely on search engines to distribute, are likely to be either using or experimenting with AMP pages.
Current AMP collaborators from Ampproject.orgEcommerce sites with large product databases and complicated functionality will no doubt find AMP too simplistic for the majority of pages on the site. But for those ecommece sites that have a content resource or a blog, there's no reason not to adopt AMP on at least a trial basis to see if it improves traffic and/or search placements. It will almost certainly provide a faster experience for customers.Sources: Ampproject.orgBuiltvisible.com/implement-amp-pages/Howtogeek.com/284166/what-is-google-amp-and-why-is-it-in-my-search-results/Moz.com/blog/accelerated-mobile-pages-whiteboard-friday