Google AMP: Accelerated Mobile Pages

[Siva]

Google is well aware that browsing through the mobile web can be quite the hassle, especially when your favorite websites don’t load as fast as you’d like them to. This is why Google today announced a new initiative called Accelerated Mobile Pages, which aims to drastically improve the performance of the mobile web. If all goes well with the project, Google says webpages will be able to load rich content like video, animations and graphics alongside smart advertisements without a hitch.

And in a perfect world, the same code will be able to work across multiple platforms and devices so content will be able to appear everywhere in an instant. The project relies on AMP HTML, which is a new open framework built out of existing web technologies. This new framework will allow websites to build light-weight webpages.

Part of what makes this new project so big is all of the partners that are already on-board, including Twitter, Pinterest, WordPress, Chartbeat, Parse.ly, Adobe Analytics and LinkedIn, as well as about 20 others. These partners are already planning to integrate AMP HTML pages into their websites. Google says that it will work with these partners to bring more features and functionality to the project in a few key areas. Currently, those areas include:

Content: Publishers increasingly rely on rich content like image carousels, maps, social plug-ins, data visualizations, and videos to make their stories more interactive and stand out. They also need to implement ads and analytics in order to monetize the content and to understand what their readers like and dislike. The Accelerated Mobile Pages Project provides an open source approach, allowing publishers to focus on producing great content, while relying on the shared components for high performance and great user experience. The initial technical specification—developed with input and code from our partners in the publishing and technology sectors—is being released today on GitHub.

Distribution: Publishers want people to enjoy the great journalism they create anywhere and everywhere, so stories or content produced in Spain can be served in an instant across the globe in, say, Chile. That means distribution across all kinds of devices and platforms is crucial. So, as part of this effort, we’ve 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.
Advertising: Ads help fund free services and content on the web. With Accelerated Mobile Pages, we want to support a comprehensive range of ad formats, ad networks and 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. It’s also a core goal of the project to support subscriptions and paywalls. We’ll work with publishers and those in the industry to help define the parameters of an ad experience that still provides the speed we’re striving for with AMP.

Google hopes that the open nature of the project will help protect the free flow of information by ensuring the mobile web will work faster for everyone, no matter which platform or device they’re using. For more information on this big initiative, head to the Accelerated Mobile Pages Project website.

http://www.androidauthority.com/google-announces-accelerated-mobile-pages-project-for-mobile-web-647550/

 

[Rahulan Raj]

Useful developments

When will this project complete ? Will we hv accelerated pages this year :huh

 

[rahul1117kumar]

Google announced Wednesday an expansion of its programme which delivers sped-up versions of news stories to smartphones and other devices. The Accelerated Mobile Pages (AMP) project, which aims to make Google a key hub for news and challenge rivals like Facebook and Twitter, was implemented in mobile search results earlier this year.

On Wednesday, the programme came to all Google platforms including its Google News apps for Apple and Android devices.

“In the few months since AMP launched, thousands of publishers have embraced this new format and are regularly publishing AMP-versions of their content,” said Maricia Scott, engineering director of Google News, in a blog post. Like Facebook’s “Instant Articles,” the Google project aims to bring a better experience to news readers by loading mobile pages faster than most news websites.

“Our tests have shown that AMP documents load an average of four times faster and use 10 times less data than the equivalent non-AMPed result,” Scott said.

“In many cases these stories will load instantly. That adds up to a win for publishers and users.” The Google apps will show a “carousel” of key headlines and stories of the day, with the AMP articles labeled with a bolt icon. “That way, users can know these will be fast even before they click,” Scott said.

Partners with Google AMP include hundreds of news organizations in the United States and around the world. “Today’s news is a sign that publishers may want to adopt AMP if they want a greater share of the referral traffic from Google News,” said Benjamin Mullin of the Poynter Institute.

“Although Google includes non-AMP enabled websites and articles in its results, the web giant has publicly stated that loading speed is a factor in determining which stories surface higher on the page.”

Google expands its accelerated mobile pages programme Tech2 Mobile

 

[rahul1117kumar]

Google has started rolling out its faster Accelerated Mobile Pages (AMP) for mobile search results in India. Earlier only news related pages would show in the AMP format with a carousel appearing on top of the mobile search results. Now Google is extending to this to all web pages and websites in India, and it will start rolling out these pages soon. Google says AMP pages won’t affect search rankings for pages and websites,instead will show pages which are ready to load quickly.

Each AMP page will have a a label that indicates a page is AMP’d, says Google. AMP pages will have a little lightning symbol next to them with AMP written as well. This will indicate that the page loads faster than others. Google’s AMP Project is an open source initiative that addresses the issue of slow site loading on the internet and just like Facebook ’s Instant Articles, these are designed to load instantaneously.

Google claims AMP pages also helps save data and they use 10 times less data than the equivalent non-AMP page. According to Google, the median time it takes for an AMP page to load from Google Search is less than one second.

Google’s AMP project was announced last year, and there are over 600 million AMP documents that have been created in over 104 languages across the world. In India, publishers like Zomato, NDTV, as well Indian Express Group are all using AMP.

According to Google, Zomato has seen page load times decreasing from 3.8 seconds to well under a second since they used AMP. Globally, publishers like Washington Post have seen a 23 per cent increase in mobile search users who return within 7 days, and an 88 per cent improvement in load time for AMP content versus traditional mobile web. Other big players adopting AMP pages are eBay, Pinterest, WordPress, and Reddit.

With Google focusing on India, and trying to create products tailored for the country’s slow networks, it is no surprise that AMP pages are coming here as well. Google recently announced YouTube GO an app just for India, which will work on slower data connections and also allow users to share videos with their friends.

http://indianexpress.com/article/te...p-for-mobile-search-results-in-india-3079162/

 

[Bapun]

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Malte kicks off the summit with an overview of the state of the AMP ecosystem.

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