AMP, which stands for Accelerated Mobile Pages, is a Google project that aims to improve the mobile web experience. By using AMP, your website's pages will load faster for mobile visitors and will stand out (slightly) more in Google's search results.
If you run your website through Google PageSpeed Insights and get a perfect score, it's speedy. Websites that load rapidly are also given special treatment by Google. The lower the bounce rate, the faster your site loads. You have a better chance of ranking on Google if your site is fast, as opposed to slow sites with large bounce rates. But in most cases it's not how it's, websites are poor-optimized and slow.
Google is an almost inextricable part of modern marketing and web use in general, offering unrivaled search capabilities and analytical tools to those that want to get ahead. Not all possibilities, however, are created equal. Both Google Analytics and Google Search Console (formerly Google Webmaster) can help you succeed online, but they're not the same thing. Here's everything you need to know about Google's marketing tools so you can get the most out of them - and get the greatest results.