What is Project AMP??

AMP, which stands for Accelerated Mobile Pages, is a new feature to Google’s search interface on mobile browsers that will load web pages faster on mobile devices through a new HTML format that also supporting rich content like images and videos, as well as a range of ad formats.

On 24th Feb, Google officially rolled out Project AMP. It was 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.”

Google is aiming it as an alternative to Facebook’s Instant Articles. Google says “AMP pages typically load about 4 times faster and use 10 times less data. You can also sideways swipe through related articles in order to survey the landscape of viewpoints on the issue.

The program involves an open-source, HTML-based format for web developers to use in order to function correctly. On their end, publishers get more potential visitors and Google is attempting to support as many ad providers as possible without sacrificing performance.

“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.”

AMP articles will be visible from google.com. You can see what AMP looks like in action below.

Do you think Google can beat Facebook’s Instant Article Service?? Is there anything missing that you’d like to see added?? Let me know all your thoughts in the comments below.

Source: Official Google Blog, Android Police