what is google amp

Accelerated Mobile Pages (AMP) is an open-source HTML framework developed by the AMP Open Source Project, originally created by Google as a competitor to Facebook Instant Articles and Apple News. It is optimized for mobile web browsing and intended to help webpages load instantly on all devices. AMP is essentially entirely Google-driven, and when users click on an AMP link in a Google search result, they are shown the page directly from Google, without visiting the original website. This has raised concerns about Googles control over browsing data and the web ecosystem. However, Google claims that AMP was created as an open-source initiative and must be a collaborative industry initiative in order to succeed in the long term. AMP pages are designed to be fast-loading, mobile-optimized webpages, and they are supported by multiple platforms, including Google and Bing. While AMP can improve page performance and user experience, it also has certain limitations, such as restricted design elements and allowing only one advertisement.