#Google has set up a new initiative that will make the web pages load faster on smartphones. The new open source project is called #Accelerated Mobile Pages.  It’s basically a raw kind of open source #HTML code framework that Google is asking publishers and developers to adopt into their websites and apps.

Google states the way HTML is rendered in #AMP “dramatically improve” the performance of the mobile web by allowing website owners to build lighter-weight web pages without #JavaScript.  According to Google, by using AMP, publishers can employ caching techniques to essentially pre-fetch and store a web page, then it’s loaded onto a user’s device before they even click on it.

Google sees speed as an important element in the quality of a website and openly admit that the loading time of your website plays a part in its search ranking. They make available tools to evaluate the speed of your site, that provide feedback on changes you can make to speed your site up.

The purpose of their Accelerated Mobile Pages framework, AMP for short, is to speed up the delivery of content.  The idea is that you can establish a template based on AMP and integrate this into your website.  Google will find this when returning your website for a relevant search on a mobile device.