Google is rolling out a new feature in its Search Console letting webmasters drill down to see how your AMP pages are doing in Google Search. Google states:
"With this, you can filter for AMP results ("which queries lead to my AMP pages being shown?"), compare how their metrics stack against other search results links, or see how the visibility of your site's AMP pages has evolved over time. It's visible for all sites that show AMP pages in Search."
AMP refers to Accelerated Mobile Pages, which is an open source initiative, "That embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere."
If a person is waiting and waiting for a site to load they are likely to simply bounce to the next page. Google together with dozens of publishers and other technology companies sat down and tried to find a solution to this. AMP is a collaborative industry approach to make the mobile web faster. It is the answer to people's frustration with a slow loading mobile experience.
A user will see the benefits of an AMP page when you first go to one, the first thing is instant speed and the next click is only one scroll away. Brands are able to stylize their own AMP pages to fit their brand look and feel.
To learn more developers should attend Google I/O starting tomorrow with special emphasis on AMP this Friday, May 20, 2016.