We first spotted the rollout yesterday, but today Google made it official that its AMP initiative will be enjoying a wide launch effective immediately. AMP, which stands for Accelerated Mobile Pages, is a new feature to Google's search interface on mobile browsers that will load an optimized version of news articles far more efficiently than the conventional way of navigating to a separate webpage. While Google emphasizes that there is much more to be done, it is going to be prioritizing compatible news and displaying the AMP wording and lightning bolt logo in mobile search by default.
The program involves an open-source, HTML-based format for web developers to use in order to function correctly. On their end, publishers get more potential visitors and Google is attempting to support as many ad providers as possible without sacrificing performance.
Google says AMP pages typically load about 4 times faster and use 10 times less data than their non-optimized counterparts. You can also sideways swipe through related articles in order to survey the landscape of viewpoints on the issue.
If you want to check it out, it's as simple as opening Chrome and searching your little heart out.
- Official Google Blog