The Accelerated Mobile Pages project. The chances are, you may not have heard about this before - but it's about to become a very big deal indeed (we think). On February 24th, Google is going to roll out an update to the organic search algorithm which will boost those pages built to the AMP standard - that's quite a big deal.What is AMP?We've been asked this question quite a lot, so lets start with the basics. One of the biggest issues with responsive (and standalone) mobile websites is they aren't always fast to load. Web pages are getting ever more complex (technically speaking, not from a UX perspective) and as a result, loading times are increasing. Web pages which are created with AMP HTML can load anywhere between 15-85% faster compared to a non-AMP page, which is obviously substantial. It's essentially an open source initiative that enables web pages to be built with speed in mind, removing excess code and bloatware (such as Javascript and 3rd party scripts).How is it going to impact organic traffic?That's the million dollar question, and the ultimate answer is that we don't know yet. What we can do, is make assumptions based on previous updates and ranking factors.The first point, Google are going to add a small lightning bolt directly in the search engine results which makes the results stand out a little more. Are users going to know what it means? Probably not initially, but anything that makes your results stand out more than others is a positive.Moving past the obvious and looking into the more detailed side of this update, it's going to have an impact on other ranking factors. Page load speed is the obvious one, but lets not forget bounce rate - a faster loading page equals a lower bounce rate (in general).How do I learn more about it?You'll find all the technical information on the AMP Project website, which can be found... here. If you want to jump straight in, here's a link to the GitHub project too.