Google on Wednesday opened the door to a faster mobile browsing experience with the roll out of its Accelerated Mobile Pages Project (AMP).
First announced in October, AMP aims to improve both speed and user experience on the mobile web by making it possible for content-rich pages to load instantly.
As promised, Google said the first AMP pages will now appear when relevant in the Top Stories section of mobile search results.
Google said the AMP pages work by utilizing a new, open framework – dubbed AMP HTML – that is based on existing web technologies but allows media-rich pages to load faster through light-weight code.
The company said AMP pages built using AMP code load an average of four times faster and use 10 times less data than corresponding traditional pages.
“Any story you choose to read will load blazingly fast—and it’s easy to scroll through the article without it taking forever to load or jumping all around as you read,” Google search vice president of engineering David Besbris wrote on Google’s blog. “It’s how reading on the mobile web should be—fast, responsive and fun.”
To make AMP pages a reality, Google said it teamed up with tech and content companies like AOL, AdSense, Outbrain, Adobe Analytics, Chartbeat, Nielsen, the New York Times, the Washington Post, Huffington Post, Buzzfeed, Vox Media, CBS Interactive and the BBC, among many others.
Google said WordPress now supports AMP pages as well, and said analytics companies comScore, Chartbeat, Google Analytics and Parse.ly will roll out support for AMP content by the end of this month.
