What are accelerated mobile page or AMP?

Accelerated Mobile Pages (AMP) are websites created with their own programming language (AMP HTML), which is a variation on HTML that has been optimized so as to load faster on mobile devices. According to Google, load speeds on AMP can improve by between 15% and 85%, but there are drawbacks to these kinds of websites such as poor user experience (link to term) and their excessive visual simplicity.

AMP is an open-source initiative by Google so that web pages that have a large volume of contents (videos, images, animations, graphics, advertisements) can load instantaneously on a mobile phone, as a response to the growing use of Google Search on mobile devices.

 
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