Danny Sullivan says, “Wouldn’t you like to have stuff you read on mobile devices seem to load instantly? Facebook and Apple sure think so. Now so does Google. Today, Google, along with Twitter and several publishers, announced the Accelerated Mobile Page Project.

That’s AMP, by the way, for short. AMP is a way that publishers can pull from a common library of scripts and other content, and optionally tap into the Google cache, to deliver fast web pages.

Publishers like Vox, The Verge, BuzzFeed and the Washington Post are already live with AMP pages. And if they share such pages on Twitter, Twitter says those pages will load quickly. We even have a cute name that’s developing — Amplified pages.

As for Google, it says there’s a special version that people can use to see AMP-enabled search. You’ll find that here“.

Accelerated Mobile Pages Project, Backed By Google, Promises Faster Pages

Marketing Land

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