Google on Wednesday announced its Accelerated Mobile Pages Project (AMP), which provides a faster experience and requires less data, will be easy to find right from search results.
Launched as a pilot program last fall, AMP is part of Google’s efforts to create a better experience for mobile users. When you search for a story, web pages created using AMP will appear in the Top Stories section. Google says when you choose a story designated as being made with AMP, it will load “blazingly fast.”
“It’s easy to scroll through the article without it taking forever to load or jumping all around as you read,” explained David Besbris, VP Engineering, Search. “It’s also easy to quickly flip through the search results just by swiping from one full-page AMP story to the next.”
Google says pages created with AMP load up to four times faster and use 10 times less data than non-AMP pages. The initiative is not unlike Facebook’s Instant articles, which also emphasizes quick load times.
In addition to coming to Google’s Android and iOS apps, AMP articles will be visible from google.com. You can see what AMP looks like in action below.