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Google applied a program called the “Accelerated Mobile Pages” 2015 for news results for mobile users so that they can view news article faster. Now, the search engine site has expanded its reach to other pages so that they appear faster on mobile platforms. The AMP effect only applies to site results which have been added to the index that Google compiles.
AMP is meant to ensure that pages load faster on mobile devices and has been in effect since last year, Digital Trend reports. News websites that partnered with Google in order to have their news article indexed by the search engine company benefited from faster loading time on mobile devices, allowing users to read articles much faster than they would have been able to without the feature.
The feature has been well-received by news publishers, which is why Google is now expanding it to include other pages that are not necessarily news. Searchengineland spoke with a representative from Google about it who indicated that while the feature was originally offered to news publishers, sites like eBay, Fandango, and others wanted in on the action.
In terms of improvements in search results, it doesn’t seem like there is any appreciable effect that AMP has had on any of the websites which already featured the service, at least for now. However, Google has strongly hinted in the past that faster load times will become factors to higher rankings in the future.
The Verge notes that the feature is only available to a few publishers right now as it is essentially in its test phase. However, once it’s up and running, it will compete directly with Facebook’s own Instant Article segment, which essentially offers the same thing as AMP. This means that the two giants will be competing with each other to rule the roost and push their own versions of faster page loading.
