Google’s AMP project to enrich mobile search experience

By Tejas Thakkar

  • December 20, 2015,

SEO-tips-2016 @LogicserveDigi

The online web has seen a considerable shift in the way mobile users consume content online. When people are consuming tremendous information online, it becomes quite taxing for the publishers, if the WebPages take too long to load. This is because the advertisers find it quite challenging to get customers attention to the ads when the pages load at a snail’s pace.

Looking at how testing the mobile web can be, many content sharing platforms are in the hunt for alternatives. Accelerated Mobile Pages (AMP) is the new open source alternative that is expected to enrich the mobile search experience by allowing faster loading of the mobile web pages. AMP HTML helps websites to build lightweight web pages that load instantly on the mobile devices.

Google on 9th December held a meeting where it updated about its AMP initiative. Google is expected to begin sending traffic to AMP pages in its search engine by late February, 2016. Around 30 publishers from around the world are taking part in this initiative.

AMP initiative key areas

The Google update on AMP focuses on three major areas that are explained below:

  • Advertising

Ads help finance free content and services online. With AMP, Google aims to support an all-inclusive range of ad networks, formats and technologies. Its main objective is to support paywalls and subscriptions. The project will allow faster ads, resizing of ads, view ability support and integration with certain sponsored content providers and data management providers.


  • Content

To make stories standout and more interactive, publishers are heavily relying on the rich content such as maps, image carousels, data visualisations, videos and social plug-ins. To monetize this content they need to implement analytics and advertisements to understand what appeals to the readers. The AMP project allows publishers to concentrate on creating great content, at the same time relying on the shared components for greater user experience and higher performance.

  • Distribution

People enjoy sharing content anywhere and everywhere, which can be shared instantly across the world. Thus, for publishers, distributing content across all the devices and platform is vital. To help publishers host their content and to efficiently distribute it, Google has designed high performance cache servers that are available free of charge globally.

According to Google, this collaboration with technology companies and publishers will together help make the mobile users online experience better. The first group of technology partners who expressed interest in integrating AMP HTML pages are, Pinterest, Twitter, Adobe Analytics, LinkedIn, Chartbeat and With this Google hopes the mobile web to work faster and better for everyone.




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