Imagine yourself walking into a nursery of plants and although you want to smell the flowers and admire their beauty, you find out that the flowers are placed right at the end, and you first have to go through the salesperson who wants you to buy the fertilizers and pesticides before you end up buying the plants. This is what happens when we try to access websites online. No sooner the website opens, you have a whole set of data being loaded on the page which includes only small part of the content you are interested in. Now strip away all the technology and bring it down to the basic level; the users can open a page with the text loaded first, and read what they want. This is exactly what Google Accelerated Mobile Pages (AMP) does for its mobile web users.

Advertising technology has taken over the internet with all its force, and companies are allocating more funds to the web world advertisements. This in turn has made the web experience entirely miserable for the mobile web users. Most of the advertisements are written in JavaScript, and it takes a lot of time to load, so Google AMP brings everything down to the bare minimum with lightweight technology being used so that mobile web users can reach the content of the website faster.

Mobile web users are quite positive about Google AMP, while developers are holding their breath trying to adapt to the changes in the world of hi-tech advertisements and advanced media. Facebook, Apple and Twitter already have similar fast loading products in the market, but it is limited to their websites whereas Google’s playground is the web and AMP is aiming at making the web experience faster. This means the future of search is now in the hands of the tech companies but not in the hand of the publishers.




With Google AMP, if a person tries to the search something on Google using their mobile, they will see the stories, images and news about their search loading immediately, and when they click on one of the search results, the page will start loading immediately with clear images keeping the slow loading advertisements to load right at the end. It will do this without disturbing the content you go through because AMP is already aware of the place where the advertisement will show on the page so you will not notice the usual shaking of your mobile webpage that goes up and down your screen to accommodate the advertisement.

The announcement of AMP has worried the publishers about the impact it will make to their search ranks. Google plans to be unbiased when it comes to search ranks, and has advised that publishers can try to maximise their performance in their own way to bring themselves up in the search ranks. This will affect what we read as the search engine prioritizes faster and cleaner websites over the slow loading ones.

Image: Gadgets NDTV