Google has started rolling out its faster Accelerated Mobile Pages (AMP) for mobile search results in India. Earlier only news related pages would show in the AMP format with a carousel appearing on top of the mobile search results. Now Google is extending to this to all web pages and websites in India, and it will start rolling out these pages soon. Google says AMP pages won’t affect search rankings for pages and websites,instead will show pages which are ready to load quickly.
Each AMP page will have a a label that indicates a page is AMP’d, says Google. AMP pages will have a little lightning symbol next to them with AMP written as well. This will indicate that the page loads faster than others. Google’s AMP Project is an open source initiative that addresses the issue of slow site loading on the internet and just like Facebook’s Instant Articles, these are designed to load instantaneously.
Google claims AMP pages also helps save data and they use 10 times less data than the equivalent non-AMP page. According to Google, the median time it takes for an AMP page to load from Google Search is less than one second.
Google’s AMP project was announced last year, and there are over 600 million AMP documents that have been created in over 104 languages across the world. In India, publishers like Zomato, NDTV, as well Indian Express Group are all using AMP.
Also read: YouTube Go app from Google: Here’s how to get it, and how it works
According to Google, Zomato has seen page load times decreasing from 3.8 seconds to well under a second since they used AMP. Globally, publishers like Washington Post have seen a 23 per cent increase in mobile search users who return within 7 days, and an 88 per cent improvement in load time for AMP content versus traditional mobile web. Other big players adopting AMP pages are eBay, Pinterest, WordPress, and Reddit.
With Google focusing on India, and trying to create products tailored for the country’s slow networks, it is no surprise that AMP pages are coming here as well. Google recently announced YouTube GO an app just for India, which will work on slower data connections and also allow users to share videos with their friends.