AMP (Accelerated Mobile Pages)

Accelerated Mobile Pages, or AMP, is an open source project initiated by Google with the goal of making web pages faster for mobile users.

AMP pages are simplified versions of existing web pages and are designed to load almost instantly on mobile devices. In the intentions of the promoters, this was supposed to lead to improved user experience, lower bounce rates and higher rankings in mobile search results, but in practice there have been many more obstacles (including technical implementation) and the AMP project has in fact been overtaken by technological advances.