AMP is a Google-backed project with the aim of speeding up the delivery of content through the use of stripped-down code known as AMP HTML.
Put simply, AMP is a way to build web pages for static content (pages that don’t change based on user behaviour), that allows the pages to load (and pre-render in Google search) much faster than regular HTML.
AMP has been rolled out in response to projects such as Facebook Instant Articles, in which Facebook can host and render publishers content directly within their news feed, meaning the process of viewing a piece of content is much quicker than opening the equivalent web page in a mobile browser.
AMP is usually recognised by the tiny thunder sign at the top right-end of a webpage.
AMP according to certain reports reduces revenue while some other webmasters think it does otherwise.
Lately, Google has been pushing and encouraging site owners to migrate their sites to AMP claiming it does increases revenue which I doubts given the way it works. Though it does increase traffic since it makes pages load faster in less than 2 seconds.
For those that have migrated to the said platform, please what is your experience? Is it advisable to do the same? Did you notice any drop in your adsense earning? Your input is highly welcome as it will help us decide what to do?