With 1 eye on publishers & the other on rivals like social network Facebook, Google has launched the Accelerated Mobile Pages project (AMP) to make the mobile Web pages of news publishers (who use the AMP code) load much faster when users search for news on Google.
Under the AMP, Web pages that open when people click on links inside Twitter & other social media platforms will 
also open up quicker than they currently do. It is no secret that mobile computing devices have changed the way we access information but for publishers who use the mobile Web to reach these readers, the experience can often be bitter sweet.
According to a post on its official blog by David Besbris, Vice President Engineering, Search,“Every time a webpage takes too long to load, they lose a reader — and the opportunity to earn revenue through advertising or subscriptions. That’s because advertisers on these websites have a hard time getting consumers to pay attention to their ads when the pages load so slowly that people abandon them entirely.”
Google says it wants Web pages with rich Content like video, animations & graphics to work alongside smart ads, & to load instantaneously. It also wants the same code to work across multiple platforms & devices so that Content can appear everywhere in an instant — no matter what type of phone, Tablet or mobile device is being used. The project relies on AMP HTML, a new open framework built entirely out of existing Web technologies, which allows Websites to build light-weight Web pages.
Google has also put out a demo on Google search of what a faster mobile Web might look like. The post says, over time, it anticipates that other Google products such as Google News would also integrate AMP HTML pages. Already, 30 publishers from around the world are taking part in this project. Twitter, Pinterest, WordPress.com, Chartbeat, Parse.ly, Adobe Analytics & LinkedIn are among the 1st group of technology partners planning to integrate AMP HTML pages.
Content: Publishers increasingly rely on rich Content like image carousels, maps, social plug-ins, data visualizations, & videos to make their stories more interactive & stand out. The AMP provides an open source approach, allowing publishers to focus on producing great Content, while relying on the shared components for high performance & great user experience. The initial technical specification is being released today on GitHub.
Distribution: Publishers want people to enjoy the great journalism they create anywhere & everywhere, so stories or Content produced in Spain can be served in an instant across the globe in, say, Chile. It means distribution across all kinds of devices and platforms is crucial. So, as part of this effort, Google says, it has designed a new approach to caching that allows the publisher to continue to host their Content while allowing for efficient distribution through Google’s high performance global cache. “We intend to open our cache servers to be used by anyone free of charge,” says Google.
Advertising: With AMP, Google says it wants to support a comprehensive range of ad formats, ad networks & technologies. Any Sites using AMP HTML will retain their choice of ad networks, as well as any formats that don’t detract from the user experience.
Image Credit: Google blog
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