Google Project Will Speed Up Mobile Page Load Times

Google specifically stated Wednesday that with AMP, content will load onto the page before ads will. But, the company said, other marketing details remain to be addressed.

Google is working to bring the same code across multiple platforms and devices, so whether using your smartphone or tablet, content will appear quicker than it does now.

AMP HTML is a framework to allow Web sites to build light pages.

Richard Gingras, Google’s senior director of news and social products, described AMP as a “deal-less environment”, meaning there are no commercial relationships between Google or any publishers involved in the project. Apple has Apple News, Facebook has Instant Articles, and Google now has its open Accelerated Mobile Pages project.

For advertising, Google assures that the AMP HTML will not change ad networks nor disrupt user experience. Chances are you closed the window out of frustration more times than you actually waited for the webpage to load.

In reality, web content on mobile devices takes several seconds longer to load and this discouragers a few users from proceeding.

This morning, Google announced a partnership with publishers and technology companies to build a faster mobile web experience for everyone.

Search-engine giant Google launched a new service Wednesday that it hopes will reverse the trend of people gravitating away from the World Wide Web in favor of Facebook and other apps on their mobile phones. In the case of AMP, publishers still get to host the content themselves, publish through existing content management systems such as WordPress, serve their own ads, and handle their own subscriptions.

Earlier in the presentation, however, David Besbris, Google’s vice president of engineering for search, acknowledged that nowadays, when users are reading web pages, it’s often in the context of mobile applications. The company said that the initiative is aimed at improving the entire mobile content ecosystem for platforms, publishers and users.

Publishing partners include BuzzFeed, The Washington Post, The Guardian, and Vox Media.

Oh, and because Google is Google, it’s also promising partner publishers more prominent display in its search results. For the time being, Google states that it is releasing a developer preview, which will be available on GitHub.

At a Tuesday morning press event in New York, Gingras skirted a question about whether the new format is partly a reaction to Facebook’s test of an Instant Articles format, which lets news stories live inside Facebook.