Google attempts to speed up the mobile web

Last month, Google made an important announcement that it aimed to speed up the web browsing on the mobile devices through a project named “AMP” project – or the “Accelerated Mobile Pages Project”. The result is expected to be ready on smartphones as early as next year.

This Google’s project is quite similar to Facebook’s one. In the past, the social network giant wanted to speed up and optimize web experience through its Instant Articles which is a program that hosts publishers’ content directly in the News Feed. And now, Google has already jumped into the field.


Google wants to speed up the web browsing on the mobile devices through a project named “AMP” project

Additionally, Google decided to launch its open-source program which is designed to make web pages load much more quickly on mobile devices. As mentioned before, the first accelerated pages will come “early next year,” as the company said in a blog post. Google says 4,500 developers are following the project on Github, and 250 contributions of code and documentation have been made so far.

After this announcement, thousands of publishers have expressed their interest in having their pages optimized, including now a few big names like CBS Interactive, Thrillist, International Business Times/Newsweek, Al Jazeera America, AOL and Vox Media – The Verge’s parent company. It’s also pay attention of many advertisers. Ad partners Outbrain, AOL, OpenX, DoubleClick and AdSense have also now talk about their plans to work with this latest framework.

Analytics firms like comScore, Adobe Analytics,, Chartbeat, Nielsen, ClickTale and Google Analytics, are also supporting AMP.

Most web pages become heavy on content because of extraneous code, tracking scripts, and advertisements that slow down the pages’ ability to load quickly on mobile devices. Facebook’s approach was to host the publishers’ pages directly into a user’s News Feed, thus speeding up load times while still offering layouts and formats that make the Instant Articles feel like publishers’ websites.

The problem of slow-loading mobile web pages has become so common that Apple even introduced a way for users to block ads and other website content, like tracking scripts, fonts, and more, in iOS 9 by way of third-party Safari extensions.

However, publishers have begun to fight back against this approach – either redirecting users to subscription sign-up pages when ads are blocked, or – in more extreme cases – even taking the ad blockers to court to try to get them shut down.

Google’s AMP takes the ambitious to speed up load times and make web pages load instantaneously. This will be done regardless of the page containing rich media content like video, animations or even graphics, including things like Twitter and YouTube embeds. Google has introduced a new framework for this project named AMP HTML based on existing web technologies that allow for lightweight web pages.

Meanwhile, the AMP developer community has grown to over 4,500, and over 250 pull requests on the Project’s GitHub page – contributions of new code, samples, and documentation – have been made, says Google.

We also now have something akin to a launch date for AMP: According to Google, its search engine will begin sending traffic to AMP pages “early next year.” Until then, you can give AMP pages a test using a live demo.

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