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AMP’s long game

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Bob Sun
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In just one year, the Accelerated Mobile Pages project went from zero to 700,000 domains creating AMP content, with 600 million AMPs indexed by Google in October 2016.

Ten months ago, AMP hadn t launched in Google search; today, it s almost impossible to perform a mobile search without getting AMP results.

AMP results in Google search

Yet in some respects, AMP is still in its adolescence — experiencing a few growing pains and causing some confusion.

Now is the time for a deeper discussion about AMP, to clear up the confusion and unpack the mixed reviews from publishers.

NOT Google s answer to Facebook Instant Articles FBIA

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