Google’s AMP Project Has Launched

Articles load almost instantly.

IMG_3278Google’s AMP (accelerated mobile pages) project is live. As we reported last October, AMP is an open-source initiative from Google that makes article pages load almost instantly.

News publishers—such as The New York Times, The Huffington Post, the New York Post and Daily News, Vox and The Wall Street Journal—use AMP’s tech to build their articles and then Google distributes them. The content is hosted by the publisher.

As you can see from our screenshot, AMP pages feature a lightning bolt enclosed in a green circle. Tapping on a link brings the content up in a fraction of a second. It’s extremely fast. You can navigate back to searches just as quickly by tapping an arrow icon in the upper left corner of the AMP article page.

The speed with which AMP pages load will surely make readers more likely to click on them. Google has made mobile search much better.