Google Touts “AMP” Momentum: We See 16,000 New Pages each day

company introducing new options, capabilities to open-source challenge.


This morning, Google held a meeting to supply updates about its Accelerated cellular Pages (AMP) publishing initiative. The challenge launched as an open-source effort with a spread of publishers on October 7 this yr. Some see AMP as Google’s answer to facebook speedy Articles and Apple news.

the primary purpose of AMP is to deliver faster-loading cell web sites and thereby toughen the mobile internet user expertise (and the Google search expertise). the corporate previously said that it is going to enhance AMP inside Google search “early next 12 months.” these days, it established that it “will begin sending site visitors to AMP pages in Google Search as early as late February, 2016.”

This morning’s replace inquisitive about four areas: promoting, analytics, subscriptions and page structure. Google made previous announcements about promoting and analytics reinforce. the key updates lined within the meeting are defined within the company’s weblog publish. listed below are a couple of excerpts:

  • promotion: The initial roadmap for commercials includes quicker ads, ads that may resize and beef up for viewability, as well as integration with sure knowledge administration suppliers and backed content material suppliers . . .
  • Analytics: Preliminary end-to-finish testing for publishers and analytics vendors is predicted to start in late December, with full testing happening in mid- to late January . . .
  • Subscriptions: The design draft for metered paywall and subscription get admission to is being reviewed with a couple of publishers . . .
  • content format Innovation: Highlights embody amp-iframe, which now has resizing functionality, and amp-click on-to-play to let a rich experience within an iframe once a user interaction has took place. we’ve templates to dynamically fetch contemporary content material, impressed by means of the need to enhance onward journey experiences.

Google stressed 0.33-party involvement and the open-supply nature of AMP. on account that October, four,800 developers have engaged with the project, says Google. There have additionally been nine releases, or roughly one per week. the company brought that it’s now seeing sixteen,000 new AMP pages daily. in addition, the place Google started with forty writer partners, now any writer can participate, construct AMP pages and be featured in the AMP demo experience.

Twitter and Pinterest were existing on the experience and mentioned how they were starting to use AMP for hyperlinks to 3rd-birthday celebration web sites and content material — the place they exist. They stated they detect AMP content material after which change that for traditional mobile internet sites. Pinterest mentioned that AMP pages load 4X quicker and use 1/eight of the information of standard mobile pages.

Google explained in technical element how it manages AMP pages. I received’t reproduce that tricky discussion (as a result of i can’t), with the exception of to assert that Google “proxy caches” and pre-renders content material above the fold. the remainder of the web page then loads after it’s seen to the consumer. commercials load after content. Google said it’s trying to mitigate the influence of commercials on web page-load time. It also locations some boundaries on advert sizing.

all through the assembly, Google repeated person stats that point out 40 % of customers will abandon a web page that takes more three seconds to load. as a way to increase web page-load velocity, AMP may also play into search rating over time.

(Some pictures used beneath license from


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