Accelerated Mobile Pages, an acronym for AMP, is an emerging tool to provide mobile optimized pages to reduce page load times on mobile devices and can easily be implemented in Joomla.
As described on the AMP project page, the Accelerated Mobile Pages (AMP) project Google AMP is “an open source initiative that came out of discussions between publishers and technology companies about the need to improve their mobile content ecosystem for everyone – publishers, consumer platforms, creators, and users.” The driving force behind the initiative is to improve the browsing experience for mobile users, which is a growing segment of computer users worldwide. The main benefit of the project is speed; faster browsing experiences leads to more viewers engaging the content – the whole purpose of publishing a web page in the first place.
As with other announcements from Google, the long term implications of the AMP project are hard to determine. In the past when Google has announced changes to the search algorithm or other things affecting search engine optimization (SEO), companies have responded in various degrees according to the overall impact of the change. For example, web publishers have only slowly responded to the “HTTPS Everywhere” initiative first announced by Google in August of 2014. This is also the case with AMP which was itself first announced much more recently in October of 2015. Our bet is that when web publishers begin to recognize SEO gains by leveraging AMP and other page speed increasing technologies (such as NGINX cache, varnish, memcached, and CDN) they will jump on the AMP bandwagon.