Accelerated Mobile Page(AMP) is an online publishing Google format which was introduced by the biggest search engine to give competition to Facebook's instant article. This is actually similar to HTML and mobile web browser. It also requires special code which helps in loading the web page instantly, when clicked in Google search result pages.
Google launched it in February 2016.
How AMP works ?
AMP is divided into 3 basic parts which enable in the functionality of the mobile page. They are as follows-
« AMP HTML - Having subset by HTML, if you are familiar with the regular HTML then you won't have any problem adapting with the existing AMP HTML.
« AMP CDN-CDN automatically make some performance optimization as AMP enable them and cache them at the earlier part of work.Overview Google AMP is criticized by several agencies and companies.
« Chris coyler co-founder of code pen stated- "It could be better if it is not used as search ranking factor. And could be kept as per W3C standard.
« Gina Tripani describes it as scary.
« John Grueler opposed AMP on the grounds of public independence. He further stated that AMP load pages faster but there is no need of doing it. Google is making efforts to break the open web.
Google has formidable tried to compete for the Facebook's instant article. To reduce the competition barrier, this introduction has not only crafted a new technology war between the users and non-users. Most of the media outlets prefer this as the best source to get connected with the world and they all are doing it successfully. But its critics have changed the whole view and have been trying to defame Google.