Google to Launch Fast Loading Mobile Web Pages In February

Aiming to take advantage of AMP’s faster load times provided through JavaScript, Pinterest also developed an AMP component enabling publishers to add Pin It buttons and embedded Pins to their AMP HTML pages. Pinterest’s Jon Parise, Software Engineer on the Product Platform team, claimed that the AMP pages in early tests loaded four times faster and used eight times less data than regular mobile-optimised pages. Today it confirmed that it “will begin sending traffic to AMP pages in Google Search as early as late February, 2016”. Twitter will begin experimenting linking to AMP pages provided by publishers by then.

Google’s AMP project can potentially improve as well as accelerate how quickly mobile web pages download and render for most mobile users.

In the meantime, to spark the growth of the AMP project, Google is even providing the public with a link to create their first AMP page.

“The AMP Project is working to make the mobile web experience better for everyone, and it is thrilling to be part of this industry-wide effort to reshape how content is consumed online”, Richard Gingras, head of news at Google, wrote in the blog post. However, others will be linking to AMP as well, such as LinkedIn and Twitter and Pinterest has already started testing the AMP in mobile apps. For analytics, comScore, Chartbeat, Google Analytics, and Parse.ly are expected to add AMP support in tools by late February.

Further adding, Gingras said that in the coming weeks more updates will be shared regarding the AMP Project. He noted that buyers like Omnicom Media Group are reviewing the project and ad companies, including Outbrain, AOL, Taboola, OpenX, DoubleClick, AdSense, and Teads.tv are also supporting AMP.

Will Google make a ranking boost for AMP? Vine also built amp-vine to display an embed of its viral user-generated videos. “We don’t have a lot of opinions about what ads can do, but we definitely don’t want them to obscure content”, says Malte Ubl, AMP’s technical lead. With regard to the integration of Analytics technology, initial testing will shortly be starting, leading to full testing in mid to late January. The company also announced that several new publishers have expressed their intention to support AMP. However, AMP will not allow “interstitials”, the pesky pop-ups that you often see interrupting your day when you click over to certain publishers’ web pages.