Google continues to march ahead with full force with its Accelerated Mobile Pages (AMP) and this time it is rolling out AMP for mobile search results in India.
With the roll out having already commenced on Wednesday, October 12 when users initiate a search on their mobile devices (smartphones to be precise) in the search results they will see compatible pages with a ‘lightning’ symbol next to them. If the user clicks on that particular link, he/she will be routed to a webpage that is comparatively much less bloated and takes a lot less time to load. The webpage will mostly contain textual content with relatively few images and ads to offer a distraction-free viewing experience to users all the while consuming much less data.
Google started rolling out AMP to the Top Stories carousel in mobile search results as early as February this year, but it was only limited to news stories. It is worth noting that Google did not extend AMP to all supported pages (not just news content) in mobile search results until September. This support for non-news AMP results is now rolling out to India.
For those of you who are still not aware about AMP project – it is an open source initiative by Google geared towards addressing the issue of slow site load issues that has plagued the internet ever since multimedia content made its way to the webpages. Google believes that slow loading websites are one of the most annoying aspects of the Internet with data indicating that as many as 53 per cent of Internet users leaving a website that fails to load in three seconds or less.
Google has been testing out AMP since a year now and currently the search engine giant is celebrating AMP’s first anniversary. The key feature about AMP is that it shows a rather bare-bone version of the page that the user is accessing and because of absence of those fancy multimedia animations and multiple frames, the page loads much faster and saves ample amount of mobile data.