The Google AMP
Google started to release the first Google AMP pages in mobile search results today, Feb. 23. Earlier report claimed a Feb. 24 release, but SEM Post spotted the Google AMP enabled News Carousels as early as Feb. 22.
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The rollout is not complete yet and not all Google users are seeing Google AMP results yet in the SERPs.
Update 02/24/16: Google makes AMP in search results official.
AMP stands for Accelerated Mobile Pages. AMP are small, lightweight HTML pages that are optimized to load very fast on mobile devices. Compliant AMP pages are eligible to be shown in search results in special forms like the News Carousels.
A special green AMP icon marks the accelerated pages on the mobile interface of the Google search results.
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Yesterday we reported that Marfeel is rolling out Google AMP to its mobile interfaces, taking the burden of implementing AMP from webmaster. Like with any Google initiative, webmaster will need to adopt AMP. If not they risk losing out on search traffic from Google, and who can afford that.