AMP: Google's new technology allows web pages to load instantly

As a company living in the Web world, Google has been making every effort to improve the performance of web pages. Today, in order to allow users to browse the web faster, Google, together with 8 technology companies and nearly 30 news organizations, released an open source project called Accelerated Mobile Pages . The result is that you can really open a web page instantly, so fast that people who use it for the first time can hardly believe that it is a web page.

Before introducing the product, let's take a look at how fast it is to open a web page on a mobile phone using this technology. From the GIF above, you can see that after the user clicks on the Guardian news on the Google search results page, the page is loaded immediately, right?

After reading this, you may be curious about why Google wants to involve a group of news organizations when launching this new project. In fact, to some extent, this product can be regarded as Google's response to Facebook Instant Articles and Apple News. When Facebook and Apple both want to provide readers with a more friendly news consumption experience, Google is unwilling to lag behind.

From the product perspective, users can visit http://g.co/ampdemo to experience the effects of AMP technology. For example, after a user searches for Mars on Google, Google will provide Mars-related information from major news media at the top of the search results, and these contents can be opened instantly.

From a technical point of view, the reason why web pages using AMP technology can open so quickly is mainly due to the fact that it eliminates various parts of the web page code that may slow down the speed, such as third-party script files, some HTML tags, advertising trackers, etc.

Since AMP is an open source project, users can use it not only on Google search pages. Since well-known Internet services such as Twitter, LinkedIn, Pinterest, and WordPress.com will also integrate AMP technology, it should be possible to open news content instantly on these sites in the future.

In the list of news agency partners provided by AMP’s official website , in addition to well-known international media such as the New York Times, BBC, The Guardian, and The Economist, Japan’s Asahi Shimbun and Mainichi Shimbun are also content partners of this project.

Imagine that when this new technology is widely used, the links of these news media will open instantly when you click on them on your mobile device. This experience should be no slower than that of the native news app.

In summary, the new AMP project is a good thing for media companies and readers. For Google, it also has a new way to compete with Facebook and Apple in news and information consumption.