Google AMP appears to be a counter move to Facebook’s Instant Articles, which lets readers on the social network view an entire story without leaving the site. Google announced that it would begin rolling out in early 2016, and sure enough it has. Now, mobile users using Google Search will spend far less time waiting for news articles and other content from publishers and media companies using Google’s new open-source “AMP” coding, Recode reported Wednesday. “We’ve already installed it and you can check our articles out by including a “/amp” after the permalinks of our articles, and you can see that everything loads super-fast. Google has said that the use of AMP is purely voluntary, but it has also said it will give AMP pages a higher ranking in mobile search engine results than pages that don’t feature the technology. Most JavaScript is forbidden, which, as we’ve noted before, is a really good way to make web pages load faster.
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How Google AMP will look on search and on publishers’ websites.
While helping people find fast AMP content through Google Search is a significant step, there’s still a lot of work ahead for the open source AMP Project.
“No matter how many ads you put on the page the content comes first. The rollout of the AMP Project allows our mobile users to have a experience which is fast, consistent with our design standards and overall a superior experience”, Kawaljit Bedi, NDTV. It’s instant. And that’s powerful element of Google AMP. While Google emphasizes that there is much more to be done, they are going to be prioritizing compatible news and displaying the AMP wording and lightning bolt logo in mobile search by default.
AMP essentially helps those partners create lighter-weight web pages that have a reduced relaince on clunky technology such as JavaScript.
The task is quite tedious because participating firms need to create a separate AMP version of the content in addition to usual desktop version and many questions around content monetisation is yet to get the clear answer.
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Also, Google supports AMP with a massive distributed caching system in which it hosts pages for a few seconds or hours, in multiple caches spread around the world to be closest to the user to ensure low latency.
