Last year it was all about getting your business on mobile. This year, Google assumes everyone is responsive by now and if you aren’t, well you’re not worth talking about in Google’s eyes. Google’s AMP refers to Accelerated Mobile Pages. As you can probably guess from the title, the main purpose of AMP is to provide mobile users with a more sleek and fast internet experience. It’s basically a much lighter variation of HTML and loads web pages 30 times faster. Many business owners have already reported their AMP pages perform better in search and it looks like it will continue to grow throughout 2017 as more people become aware of its booming rewards.