Is It Time to Embrace AMP?

Google’s AMP (Accelerated Mobile Pages) offer faster mobile performance, but at what cost? We ask whether it’s time to embrace AMP.

If you own a website, you should have at least heard the term AMP before. If you haven’t, it’s likely you will hear more about it very soon.

Google’s Accelerated Mobile Pages (AMP) Project has impacted the user experience of millions of mobile web users since its initial launch in 2015. Though primarily used to help website owners build interactive sites that load fast on mobile devices, this project never fails to impress with new and improved features, despite some people’s inability to keep up.

Google recently announced one such feature – Swipe to Visit – in late July of this year. Designed to make it faster and easier than ever for users to view images on mobile devices, this feature also makes accessing those images’ webpages a cinch.

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