You may have heard of the Google AMP project or Accelerated Mobile Pages but you’re asking yourself – What is an AMP web page?
Here’s my answer, I’ll keep it brief;
AMP pages are versions of desktop web pages that have been stripped back, removing and replacing the HTML with AMP HTML so you have a set of valid tags to utilise. https://www.ampproject.org/docs/reference/spec.html
Also Java script is replaced with what is available in the AMP JS Library – https://github.com/ampproject/amphtml/tree/master/src
Desktop pages will have a link rel tag to the Valid AMP page and that AMP page will have canonical links back to the desktop page making them discoverable and ultimately cached in the Google AMP Cache.
You will recognise AMP pages in mobile search from the Lightening Icon before the URL:
Why Build AMP Pages?
Google want the mobile experience to be fast and friendly, optimised AMP pages should typically load in half a second on a mobile whereas even an optimised, responsive page may take 3 to 5 seconds or more, even on a 4G connection.
Google started rolling this out in February 2016, it’s an open projects with a fair amount of collaboration.
Early adopters were mainly publishers but there are benefits for all websites whether that be increased search visibility, improved UX or better conversion rates from your ever growing mobile user base. IMHO you should build some AMP pages, but first – find out more about the AMP Project here – https://www.ampproject.org/learn/overview/