The Accelerated Mobile Pages (AMP) project has some big numbers on the scoreboard: More than 860,000 domains are publishing over 35 million AMPs per week, according to stats shared by Google at a recent AMP developer conference, where the company also announced the expansion of AMP to more than a billion additional users in China and Japan.

AMP already represents 7 percent of top US publishers’ web traffic, according to Adobe.

As the light, fast-loading mobile format is embraced by leading social platforms, e-commerce sites and content publishers, some digital managers are still trying to evaluate the importance and urgency of AMP with respect to their specific strategies.

The AMP-curious include smaller e-commerce sites, professional sites, blogs, academic publishers, niche content sites and even news publishers in small markets.

In general, they like what they hear about AMP’s benefits and are eager to improve search performance — but are also juggling a long list of competing priorities and must be careful about allocation of resources and brain space.

Their question usually isn’t whether to implement AMP, but whether it’s important enough to prioritize now.

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