Google’s AMP for Faster Mobile Browsing: What Does It Mean To the Users And The Publishers?

How would it be if the mobile pages loaded much faster and had an instant easy-to-navigate-through carousal of results for you to choose what you want to read? Once again, Google thought about it much before we did! Contrary to Facebook instant articles, SnapChat and Apple news, which are proprietary platforms, this one is yet another Google signature-style open source project.

Accelerated Mobile Pages- Google AMP

Accelerated Mobile Pages project which is expected to launch by late February is bringing along a vortex in the news publishing industry. Keeping the loading speed as the top priority, Google thinks of killing all redundant codes and scripts that make a web page sluggish and futile. From JavaScript and multiple analytics platforms and everything that adds additional codes to a webpage to make it heavy and slow- Google AMP has a substitute for by and large everything that will make mobile web page lighting fast. Shouldn’t that be breaking news?

What makes AMP so promising?

Google AMP, with the support of scores of prestigious adherents including data scientists, marketing technologists and digital innovators is bringing along a revolution in how the new is published and read. The Washington Post, Vox, BuzzFeed, Al Jazeera America, International Business Times, CBS Interactive, AOL and The Verge are a few prominent names from the publishing industry who not just supported but also already adopted AMP.

From the data domain, AMP will provide metrics to Google Analytics, ComScore, Chartbeat, Adobe Analytics and a few more so there’s no code swarming on these feather-light mobile pages. The aim is to simplify knotty HTML, JaveScript, CSS elements to provide vital content in no time.

As the research time descends, more content will be consumed and better search traffic can be expected. AMP will show results from of course, Google search results, but social networking sites and other web pages as well. Web pages that are worthy of showing up to a query will also retain their search position, albeit they do not adopt AMP; that’s the beauty of it.

Does that mean mobile web pages are going to be uninteresting and non-interactive?

Who says only java can make a web page interesting? Even if that’s true, Google is smart enough to implement the ‘escape hatches’ that presents ‘click to play’ and ‘click to learn more’ tabs that brings back that interactive feel and functionality. So, whether you have a slideshow, a GIF, a chart, or a video, every interactive feature and functionality will be retained, but only when the user is really interested in it. Sounds cool, doesn’t it?

What to expect by the end of February 2016?

The impact on publishers- is that your question? For the publishers who opt for AMP, the game is going to be in their hand. AMP will display above the SERP so the traffic is definitely expected to increase. But for those publishers who overlook this massive change, the story is going to be entirely the opposite.

The organic search results will be pushed down unless they have the most relevant short-tail keyword. And for the local search, the picture isn’t too clear for now. In the AMP demo site, although the search results appear to be a little vague and redundant thus far. Coming February will surely clear the haze on this.

Why some publishers and developers object to AMP?

If the publishers and the developers are getting the wrong message that Google is eliminating the functionality of mobile web, there’s surely a lot to be talked out. Although Google with AMP project aims to bring around a common resource and purge away redundant codes, the intent is to prove there’s nothing above simplicity and performance, but without renouncing creativity and functionality.

As explained about the ‘escape hatch’ above, there are several other escape hatches too which will come out in open shortly. These escape hatches have been deployed to perk up the potential of AMP and ensure the creativity of a developer is not constrained, nor is the ease of multiple content type (like text, images, video, animation etc) for a publisher.

Once the things are out and clear, there would be no objections raised. It’s nothing but the basic instinct to oppose come what may.

What would be the new face of ad campaigning on mobile?

How would the Ad giant Google miss out on this one? Already, the major Ad partners AOL, AdSense, Outbrain, OpenX and DoubleClick are in talks about implementing the new framework for the ad campaigning.
The existing online ad infrastructure will function on AMP pages in the similar fashion it does on the regular web pages. However, the pages will load the content before the advertisements. When you have AMP on your website, you can choose between Google Ad or any other third party ad network.

The kind of flexibility AMP is providing is making the list of reasons why not to opt for AMP shorter by the day. There is a lot of brainstorming happening among Richard Gingras, Google’s senior director of news and social products and his team about the same. Wish we could turn forward the hands of time to know more but there is a procedure to everything, so let’s wait for the right time.

All in all, Google AMP is going to be an open standard to accelerate mobile web. This provides complete control to the publishers over their data, about letting the mobile web show what they want it to show and complete control over their destinies as well.

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