Google’s answer to the slow-down of the mobile web is Accelerated Mobile Pages. The initiative has apparently been quite popular that Google is now stepping up the game to make AMP’ed pages even more prominent in Google Search on mobile, putting labels on websites that provide mobile-optimized content. Google’s AMP, short for Accelerated Mobile Pages, is an effort to encourage websites to pick up the slack, both using technologies and a little preferential treatment. They still load, but the content you want gets there faster. Today, the company is announcing that AMP support is moving out of preview and launching the faster browsing experience on the entirety of mobile search results. AMP pages have appeared to users for months in the “Top Stories” section of Google search results, but starting today, the optimized pages will appear for all supported search results. First available on the mobile web, articles can now be found in the Android and iOS Google apps, as well as Google News. The 600 million AMP documents include pages from 232 locales, 104 languages, and range from retail, travel, recipe, general knowledge, and entertainment. The sites, as shown above, will be marked with a small lightining symbol along with the words “AMP” written underneath the web address.
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As Google noted when it launched the last demo, the average AMP page loads four times faster and uses ten times less data than its non-AMP counterpart. Also, the median time it takes for an AMP page to load from Google Search is less than one second.
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As Google’s lead product manager for the AMP project Rudy Galfi told me, the company’s data show that users who have previously clicked on an AMP page – and have seen how much faster they load – are far more likely to click on an AMP link later. Also, AMP results from over 700,000 domains have been indexed by Google.
