Fast loading content on Google could be universal in the near future, after the tech giant revealed that it is currently working on new web standards that won’t require AMP for “instant loading” news and articles.
Google’s Accelerated Mobile Pages Project was launched back in 2015 with the aim of speeding up the search experience for mobile device users, allowing them to source the content they need without having to wait for it to load. AMP does this by making every page simple to render and consistent.
However, the Tech Lead for Google’s AMP initiative, Malte Ubl, has now revealed that a new set of web standards would enable instant loading even for non-AMP content. He said: “Based on what we learned from AMP, we now feel ready to take the next step and work to support more instant-loading content not based on AMP technology.”
That’s not the end of AMP though. Google is investing strongly in the project as it aims to develop several key areas including engaging storytelling experiences with AMP stories, deeper integrations between respective platforms and the content in Google Search, and dynamic email.
The new web standards are nearing completion, but they are set to undergo extensive testing before being rolled out to Google Search. Official changes will also depend on feedback from users, in addition to Google’s progress with browser and standardisation implementations.
Google said there was not yet an estimate for when the web standards will appear, so we will have to wait a little longer for a timeline and specifics.