If you read the news or browse the net, it’s safe to say that a majority of that time is spent on your mobile phone. While it’s convenient to do this when you’re on the go, it’s not always the quickest process—and load times can be frustrating. Now with the global roll out of Accelerated Mobile Pages, the way you browse on mobile could be forever changed.

Google had announced back in August that Accelerated Mobile Pages, or “AMP,” would be coming out and extending beyond the “Top Stories” into the main organic results. As of September 20, AMP has globally rolled out in mobile search and many publishers have jumped on board.

While it’s important to remember that this doesn’t affect rankings, AMPs will be a huge departure from the current pages you’re seeing now. These pages load way faster than your average, usually in less than a second.

Google didn’t waste any time getting companies to sign on for this. There are already AMPs being created for companies like Bing, Reddit, Ebay and Shopify. What started as mainly news content is now beginning to include stories about shopping, travel, culture, cooking, and more!

Accelerated Mobile Pages align with Google’s mission to make the web a faster, user-friendly place.

If you aren’t ahead of the competition, you’re likely to fall behind and lose user engagement. Learn more about Google’s Accelerated Mobile Pages here.