Accelerated Mobile Pages are webpages that are built to load faster than regular HTML pages by design.

AMPs use lighter weight code that only allows certain actions in order to reduce loading times.

They also use iFrames for images & rich media content in order to reduce the time spent calculating how to render them by the user’s browser. 

The Rise In Accelerated Mobile Pages AMPs

AMPs were created after the change in Mobile:Desktop search began to slant more towards mobile-browsing.

It was designed as a means to keep content publishers publishing more-and-more mobile friendly content.

Their original SERP position was above the traditional organic results, making it important back then to have exposure on the AMP carousel, as well as in the AdWords listings & Organic above the fold rankings.

What Powers Accelerated Mobile Pages?

AMPs were built using a lightweight version of HTML code, as well as with AMP-CSS & AMP-JS.

These codes were meant to have less functionality to ensure that all pages were only running essential functions.

While this limited the styling that designers could do, it provided a faster page load speed, even when compared to pages that were already optimized for mobile-friendliness.