An acronym for the Google-backed Accelerated Mobile Pages Project was announced by Google in October 2015. It was designed as an open-source initiative for publishers to create content that loads quickly on mobile devices, as most of the standard page-building techniques from before this time were built primarily for desktop browsing. AMP consists of three parts: AMP HTML, AMP JS & Google AMP Cache. As things currently stand, mobile-friendly web design is paramount to maintaining good rankings on search engines. For more information see the AMP Project website.