Google's Accelerated Mobile Pages, or AMP, project was introduced earlier this year for news websites. As the name would suggest, Accelerated Mobile Pages is designed to speed up how quickly pages load by a combination of removing website clutter, stripping out many advertising technologies although Google is working to include these too. AMP's potential has already started to be realized in the mobile news page market but was originally designed to streamline mobile websites for use around the world where customers do not benefit from a fast connection. By streamlining websites, Google's technology considerably reduces and simplifies the size of the file such that some pages load almost immediately on even a moderate speed Internet connection. AMP makes browsing the Internet over a GPRS or EDGE connection a much better experience. Google's information shows that a typical, average AMP pages loads approximately four times quicker than the non-AMP page. Average page loading times are under one second and for news articles, this helps keep reader attention.
After the successful trial of AMP over the summer whereby Google's servers have logged over 150 million documents from 650,000 websites kept in Google's index and when using the Google News & Weather application, those pages using the AMP format are highlighted by a blue and white lightning bolt icon. Google is now ready for the next stage of Accelerated Mobile Pages and is planning to roll the technology out across the rest of the Internet. This part of the AMP project is still a developer preview with plans to launch it to the public later in the year, making it a mainstream web browsing technology for mobile devices. Meanwhile website developers can refine their AMP sites to better integrate with the technology. Rudy Galfi, a Google project manager on the AMP team, reports that the company has already seen a lot of non-news material converted into AMP even though it is not readily accessible yet.
As a technology, AMP is not perfect: the Google team are working hard to bring better support for e-commerce websites and refine how forms are handled. Adverts are also being incorporated into the AMP technology but in other respects, such as page ranking results and visitor statistics, AMP is designed to be transparent. However, as the technology is rolled out and customers start to appreciate how quickly the AMP sites load on their mobile device compared with an ad-laden normal page, this may well start to influence page ranking statistics.