Accelerated Mobile Pages (AMPs) are an open-source protocol that allows webmasters to create pages capable of loading almost instantly on mobile devices. The idea is that a handful of simple structural changes can make your site load up to four times faster and use eight times less data. Already, Google is starting to favor sites that have switched over to AMPs, giving them visibility in a carousel and a small icon (with a lightning bolt) indicating their AMP status. In 2017, I anticipate we'll see more favoritism for AMPs in search results, with more brands taking advantage of the option.