Google AMP To Drive Faster Mobile Web Early Next Year

11 Dec 2015 | Author: | No comments yet »

Google will start sending search traffic to fast-loading AMP news articles in February 2016.

Google’s plan to accelerate the mobile web – also known as the “Accelerated Mobile Pages Project” or AMP, for short – now has a launch date. Google’s Accelerated Mobile Pages (AMP) project, a challenger to Facebook’s recently launched Instant Articles, will go live by February, according to a latest update.

Media outlets that participate in Google’s ambitious project to make websites load more quickly on mobile devices could find themselves higher in Google’s search results in 2016. First announced in October, AMP is the company’s open source effort to improve the way we consume content in browsers and other apps on our phones by serving up more streamlined web pages, especially from publishers. In addition, Google notes that Pinterest is already testing AMP pages in its mobile apps, while both Twitter and LinkedIn will begin linking to AMP content in early 2016, as well. At the heart of Google’s GOOG -0.29% AMP project is a custom-made version of the ubiquitous HTML code that’s cleaner and less bulky than what software publishers typically use, Google executives explained during a press event. Google, like Facebook, is taking the partnership approach with AMP and is working with publishers, technology companies, analytics providers and ad firms to support AMP pages.

For websites that have subscription content, Google says that “design draft for metered paywall and subscription access” is currently being reviewed. The web pages created with the custom code can also be cached, which means that online publishers can store temporary clones of the content on servers near readers so that it takes less time to load. As an open source initiative, AMP involves a new, open framework called AMP HTML that’s based on existing web technologies, but designed in a way to load pages much more quickly even when they contain rich media, animations, videos, and things like YouTube, Vine, or Twitter embeds. In tests, Pinterest, for example, has found that AMP pages load 4 times faster. “We see this trend around people consuming content in distributed ways,” says Google’s Rudy Galfi, the AMP product manager. “People aren’t coming in through the homepage as much as they’re coming in through social media apps, like Facebook, Twitter, or Pinterest, or they’re coming in through something like Google. The company has already lined up dozens of partners in support of its efforts, including many of the publishing industry’s biggest names like The WSJ, The NYT, Huffington Post, BuzzFeed, The Washington Post, BBC, The Economist, FT, Vox Media and many others.

Google will not store the original news articles on its infrastructure, and the files will be the sole possession of media outlets, explained Malte Ubl, a Google technical lead on the AMP Project. While Facebook’s Instant Articles hosts publishers’ content on Facebook, keeping the speedy version walled off from the open web, Google’s tool is designed to operate anywhere online. However, Google will let publishers store cached versions of their news articles in Google’s servers, which Ubl said will benefit small publishers because they don’t necessarily have the money or expertise to do the job themselves.

Google provided an update on some of its partners’ plans to roll out AMP support, noting that WordPress will support all publishers who want to enable AMP pages beginning in January. It exposes what’s called a proxy cache — something akin to a content-distribution network (CDN) such as Akamai, but this way, small publishers don’t need to pay extra put their content on a CDN. Meanwhile, analytics companies comScore, Chartbeat, Google Analytics, and will have AMP support in their tools by late February, the company says. However, publishers that post inaccurate news articles will still get dinged in search rankings versus more reputable outlets— regardless of speed, he explained. “The way we think about it is, speed is one of those critical ranking factors, not the only one that you need, and AMP says to us, basically, ‘I’m consistently fast,’” said Galfi.

These AMP pages themselves include basic CSS and HTML, as well as a validator and certain specific advanced web components, Google software engineer Malte Ubl said today at a Google press event on AMP. (He explains some of what’s under the covers in a new Medium post.) Since the launch, the project has gotten several enhancements, including new templates, a resizable i-frame, a Vine embed tool, and a Brightcove video player. 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. “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. “It’s too early to say what the impact on monetization will be,” Ubl adds, though the company seems hopeful that more people will read the articles to compensate for any lost revenue from any limitations on ads. If Google can make pages load faster without the need for an ad blocker to curb interstitials, users might be less likely to resort to ad blockers—or so the logic goes.

Several online advertising companies like Outbrain and AOL also “have expressed their intention to support AMP,” according to the Google blog post. Although many media outlets have pledged support, some have questioned whether Google should decide the best way for publishers to distribute and display their content.

Here you can write a commentary on the recording "Google AMP To Drive Faster Mobile Web Early Next Year".

* Required fields
All the reviews are moderated.
Our partners
Follow us
Contact us
Our contacts

ICQ: 423360519

About this site