Ad Age: Google has Launched AMP In Search Results On February 24, 2016

AMP, accelerated mobile pages, is live in the mobile Google search results.

Advertising Age reports that Google’s AMP initiative means that mobile searchers will begin to see AMP-optimized content from publishers in the search results as soon as this Wednesday.

AMP is designed to make web pages faster to load for users by slimming down a lot elements users need to download when visiting a web page. AMP has been adopted as a protocol by Google, Twitter and many other organizations and publishers. Google has launched AMP for their mobile results on 24 Feb.

In the past, Google has already released AMP error reports to help webmasters get ready to be AMP-friendly.

Richard Gingras, senior director, news and social products at Google, told Advertising Age today, “Clearly, AMP takes speed to a point of extreme, so, obviously we look to leverage that. Again, it is only one signal. AMP doesn’t mean adopt AMP and get a massive boost in search ranking. That is not the case. All of the other signals need to be satisfied as well. But without question speed matters. If we had two articles that from a signaling perspective scored the same in all other characteristics but for speed, then yes we will give an emphasis to the one with speed because that is what users find compelling.”

To see a demo of AMP in action at Google go to on your mobile device and search for [SEO].