Accelerated Mobile Pages (AMP) is a new technology that fundamentally removes many of the page elements that slow down loading times, like third-party JavaScript. The result visitors get is a lightning-fast page where content loads nearly instantaneously, and as a result visitors stay engaged with your blog post. In addition to the benefits of speed, content discoverability is another key reason to consider moving towards AMP. Think about the last time you searched for something on mobile and scrolled beyond the first few results? Hardly ever. Right? Enabling AMP also means that your content has the potential to display in a new carousel Google displays in search results that only includes AMP-enabled content. AMP-enabled content will display with a small lightning bolt icon as displayed in the image below.