Matthew Ingram says, “If you’ve been searching on Google’s mobile site, you may have started seeing a selection of news articles from various publishers at the top of the search results, in a carousel that allows you to swipe from one to the other. And in the corner of the “card” for each article you might have noticed a tiny lightning bolt. Welcome to Google’s AMP project.

AMP has been in the works for almost a year, and has been in beta mode for a number of months with publishers such as The New York Times, The Washington Post and Vox Media. Now Google is rolling out AMP-modified pages in its search results, and since speed of loading is one of the search giant’s ranking criteria, they’ll be showing up more often.

AMP, which stands for Accelerated Mobile Pages, offers publishers of all kinds the ability to implement a new HTML standard that was developed by Google as a way of speeding up the loading of mobile web pages. It has since been turned into an open-source project, which means that anyone can implement it and also contribute to further developing it”.

6Google Rolls Out Its Version of Facebook’s Instant Articles

‘Entrepreneur’ Blog

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