Google launches AMP for faster web page loading

Google introduced AMP last October as an open-source initiative created to give publishers and content distributors a way to build lightweight Web pages for mobile devices. Google announced that it would begin rolling out in early 2016, and sure enough it has.

Google AMP (Accelerated Mobile Pages), the company’s ambitious project to speed up loading times on the mobile web, officially launches today.

When users search for a given topic in the news on Google’s mobile site, AMP results appear below the “Top stories” section on the results page, as explained by The Verge. When you search for something on Google, you’ll see pages that use AMP highlighted in a card and using an AMP lightning bolt.

Google’s senior director of news Richard Gingras told Re/code that mobile webpages that use AMP will load four times faster than regularly optimized webpages and will even consume less data.

According to Google, it has seen hundreds of publishers and more all get onboard with the AMP project. This time, company is making wider use of the technology that will equip its user to use a system which will enable him to load mobile pages much faster and will consume less data than usual.

The Accelerated Mobile Pages also have a greater focus on the main story content and are devoid of any pop-up ads. AMP tackles the code-overload issue and brings AMP-approved news articles to the top of search results on smartphones. Since AMP works across devices, platforms and browsers, publishers can publish instantaneously and monetize everywhere.

AMP will allow publishers to deliver content to readers when they are on the move – faster, consistently and along with a uniform experience.

It seems Google Inc.’s (NASDAQ:GOOG) offices went into a frenzy when Facebook Inc (NASDAQ:FB) made Instant Articles, available to everyone a few days ago. The company adds that AMP makes it easier for users to navigate through too. As AMP has just started to roll out, more and more websites are expected to put up an AMP-ready version, which could be accessed easily through mobile. AMP works by having developers rewrite their pages in a slightly simpler and more limited language, and hosts the pages on Google’s infrastructure.