Google AMP – Mobile (and User, and Publisher) First
Google’s answer to Facebook Instant articles, Apple News, mobile ad blocking, and notoriously slow web publishers’ sites adds to its mission of cleaning up the web. AMP, Accelerated Mobile Pages, sloughs off third party scripts, external css and javascript, and even some html such as forms while prioritizing content, load time, and ad monetization. AMP search results display in a horizontal list of cards each with a lightning bolt indicating their user-centric optimization. Implementation requires HTTPS and a modified version of html on a dedicated page while promising native Google Analytics support and 15-85% load time decrease. Test out a demo while on your mobile device now at http://g.co/ampdemo.
