Google-Accelerated-Mobile-PagesIn a report by Advertising Age, Google’s AMP initiative will begin this coming Wednesday, February 24.

This means that mobile users will start seeing AMP-optimized content from publishers in their mobile search results as soon as this Wednesday.

We knew it was going to launch in February 2016, but it’s nice to know that there is an official date.  As many of us knows at this point, AMP was created to help make web pages load faster for users by slimming down a lot of different elements need to download when visiting web pages.  AMP is something that has been adopted by Google as a protocol, along with Twitter and other organizations and publishers.  Google is going to launch AMP for their mobile results next month.

Google recently released AMP error reports to help webmasters get ready to be AMP-friendly.

Richard Gingras, senior director, news and social products at Google, told Advertising Age today:

“Clearly, AMP takes speed to a point of extreme, so, obviously we look to leverage that. Again, it is only one signal. AMP doesn’t mean adopt AMP and get a massive boost in search ranking. That is not the case. All of the other signals need to be satisfied as well. But without question speed matters. If we had two articles that from a signaling perspective scored the same in all other characteristics but for speed, then yes we will give an emphasis to the one with speed because that is what users find compelling.”

If you’re interested in seeing a demo of AMP in action at Google, check out g.co/ampdemo on you’re mobile device and search for