Mobile web in the state that it's currently in is leaps and bounds ahead of where it was even just five years ago, but there's still the issue for many with speed. While the mobile web can be a great thing to have on the go, it doesn't do users much good if the web pages they're trying to visit won't load fast enough to keep their attention. In a world where the internet has gotten insanely fast, the lack of that near instant gratification for a page to load just as quickly can be a little bit frustrating for many people. That's why Google is introducing a new initiative they're working on called the Accelerated Mobile Pages Project, which, as the name suggests, is a project for making the mobile web more enjoyable by speeding up the loading process of those pages.
The announcement of this project follows on the heels of global discussions Google had with technology companies and publishers about how to make the mobile web experience better for content readers. Google's aim is to make it possible for pages with rich content to play nicely with smart ads. This means pages with things like videos, graphics and smart ads should work in tandem and Google wants things to load quickly so users are able to consume the content they initially went to that page to access in the first place, instead of waiting around for a page to load. As speed can sometimes be a current issue, online publishers risk the chance of losing a reader if pages load too slow. Google wants to correct this with this project.
Google states that the project is reliant on AMP HTML which is built from existing web technologies. With AMP HTML, online publishers will be able to build web pages that are not only more light-weight but also faster due to the lighter build structure. There are currently already 30 publishers worldwide on board and working with Google on the Accelerated Mobile Pages Project including Wordpress, Twitter, Chartbeat, LinkedIn, and Adobe Analytics just to name a few, and eventually Google hopes to make the use of AMP HTML present on other platforms and other Google products. For example, they believe that Google News will integrate the use of AMP HTML in the future. Some key areas of focus for Google will be on content, distribution, and advertising, as they continually work with participating groups to make these areas and other more functional, while also creating some new features.