Monday, August 22, 2016

Google to Automatically Link to AMP Results

Dieter Bohn (via Nick Heer):

Google’s “Accelerated Mobile Pages,” more commonly known as AMP, are meant to be a reboot of the mobile web. Designed to fix mobile webpages that suck because they’re too slow, they have been available in a specialized carousel at the top of search results since February. When you click on an AMP link, you get a stripped-down, faster version of the article you wanted — often delivered directly from Google’s own caching servers.

Now, Google has announced that it plans to expand the delivery of AMP links beyond that carousel to all mobile search results. So when you search for a story and an article from an AMP publisher shows up in search results, clicking on that blue link will take you to the AMP version of the story instead of the traditional website.


If this sounds familiar, it’s because Facebook just did the same thing with its own mobile-focused Instant Articles format — instead of loading a webpage when you click a link, the Facebook app loads a proprietary Instant Article from participating publishers, complete with lightning bolt icon.

Previously: Google’s Accelerated Mobile Pages.

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