Using Accelerated Mobile Pages? Learn about quality guidelines and a recent demand from Google to ensure that, starting Feb 1, 2018, your canonical page content needs to match AMP.AMP, or Accelerated Mobile Pages, is an open-source initiative aiming to make web a better experience for every user. The AMP Project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices. AMP-powered pages appear in a search result with a lightning bolt icon and the AMP acronym to mobile users. Besides displaying an icon and generally showing up higher in search, Accelerated Mobile Pages provide up to 89% faster page load (according to WordPress.com, based on 10 million websites), better engagement, and conversions. Check out some AMP case studies here.