Google has been pushing a new concept called Accelerated Mobile Pages, in short AMP.
The Accelerated Mobile Pages project aims to make pages load instantly on mobile. The web is slow for lots and lots of people, in fact, the majority of the people using the internet do so over a mobile phone, often on a 2G or sometimes 3G connection. To make pages load instantly, AMP restricts what you can do in HTML pages. Fancy design is stripped out in favour of speed. AMP is very much a function over form project.
AMP pages look like a very stripped down version of normal web pages, but do contain all the important content. Not all ads will work on AMP, not all analytics will work with AMP. All the “fluff” of your pages is stripped in AMP, including the read more links you might have built into your theme etc.
With Google pushing it hard, news sites and blogs basically have to implement it. Google is giving huge priority to AMP pages in mobile search results, and if you don’t have AMP on your site, you’re not getting any of that traffic.
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