Google has introduced a new open source initiative called Accelerated Mobile Pages Project o AMP Project (accelerated mobile pages project). The project, as reported by the company, is based on the AMP HTML, a new open framework made up of existing web technologies, which enables websites to build lighter pages and that, therefore, are faster when loading.
Richard Gingras, Google's head of news, explained to TechCrunch that «This project wants to ensure that the World Wide Web (WWW) is not the World Wide Wait; that's our focus. He also stated that most users read news articles on their phones, which creates a perfect context for the implementation of this new tool.
Improve mobile web performance
Gingras assured that many web pages "They don't meet user expectations because they load very slow." PHence, AMP Project will incorporate several of the major news sites as news partners to enhance the user experience.
On the other hand, the pages that work with AMP Project will not be better ranked in the searches within Google. “There are many signs that this new platform is generating results. The performance of the pages is a key element so that both the companies that advertise ads and the news pages have a better performance »Gingras finished.
In the official statement, the Mountain Viewers recall that smartphones and tablets have revolutionized the way we access information. But the mobile web can still be a frustrating experience when your supercomputer sometimes takes longer to open a web page than it did when using a PC in 2004.
“The media and press publishers from all over the world have told us that this slowness, when loading content, affects them significantly. Every time a page takes a long time to open, publishers lose readers and the opportunity to earn income through advertising or subscriptions. On the other hand, for advertisers who want to reach consumers through publishers' websites, slow page loading results in a loss of audience interest »They explain.
This is what has prompted them to launch this new open source initiative called Accelerated Mobile Pages, which aims to significantly improve the performance of mobile web pages. “We want web pages with a large amount of content such as videos, animations, graphics, advertisements… to load instantly and for the same code to work on multiple platforms and devices. It doesn't matter what kind of phone, tablet or device you're using.
Start of a new collaboration to improve the mobile web experience
This is the beginning of a collaboration with media, publishers and technology companies that aim to work together to improve the mobile web experience for everyone. Twitter, Pinterest, WordPress, ChartBeat, Parse.ly, and LinkedIn are among the first group of technology partners to commit to incorporating the AMP HTML format.
In the coming months, Google will collaborate with those who join this initiative in the following areas:
Content
Publishers increasingly rely on image carousels, maps, embedded social content, etc. to create your stories. They also need to put ads and analytics tools in place to understand what their readers like or dislike and how they can monetize advertising.
The AMP initiative provides mechanisms for all of this and allows publishers to focus on producing quality content. The initial technical specifications, developed with input and code from our publishing and technology partners, will be released today via Github.
Distribution
The AMP format goes beyond simple speed. Distribution is one of the main goals of publishers who want readers to enjoy the content they create anywhere, anytime.
“We have designed a new storage mechanism that allows publishers to continue hosting their content, while making a more efficient distribution through Google's global cache. We want to open our cache so that anyone can use it for free. "
Advertising
Ads help fund free content and services on the Internet. The goal of the Accelerated Mobile Pages initiative is to support a full range of advertising formats, networks, and technologies. Any site that uses AMP HTML will be able to continue choosing its ad networks as well as the best formats that do not harm the user's mobile experience.
Another key element of the project is support for subscriptions and paywalls. We are going to work with publishers and other industry players to define what are the parameters of a good ad experience that allows the fast loading of pages that we seek with AMP.