Google’s Accelerated Mobile Pages (AMP) technis an ambitious project to sharpen the performance of mobile web pages, with over 2 billion mobile pages using it so far. One capability of AMP is the ability to provide users with Instagram-style “stories” embedded in search results. This is part of AMP’s larger purpose of inducing app users to spend more time on webpages and less time on apps than they currently do. Additionally, AMP allows much faster load times, which is critical for keeping audience attention in the mobile age.

Read more: Why Businesses Can’t Ignore Google AMP Stories

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