As the ever-continuing battle toward faster mobile internet speeds and ultimately toward “lag free, wait free” mobile browsing moves forward, Google is launching another of its projects to make lightning-fast mobile browsing possible. This is called the Accelerated Mobile Pages Project, or just AMP for short. This is a joint project led by Google and joined by other tech and web companies in a bid to improve mobile browsing speeds.

Google quoted some numbers about mobile browsing, and we probably can take their word for it – they say that their data shows that people abandon websites after just three seconds if the content doesn’t load quickly. In that sense, AMP was created to give a faster alternative. The technology is new in a sense that it relies on AMP HTML, a new open framework. But the framework is built entirely out of existing web technologies, which allows websites to build light-weight versions of their webpages.

They’ve talked about it before, but it is launched now. AMP webpages will now appear in the Top Stories section of the search results page, whenever you search for a story or topic on Google from a mobile device. Of course, the story will be relevant to your search. But the difference with AMP pages is, any story you choose to tap on and read will load blazingly fast. That’s the beauty of it, scrolling through an article or blog post without it taking forever to load. Also, it’s easy to flip through the search results – you just swipe from one AMP story to the next.

While there are still relatively only a few websites utilizing AMP pages (compared to the huge number of pages around) we hope that major websites will start to migrate to AMP soon. This is a boon to places with slower mobile internet services.

SOURCE: Google