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Mar092018

Google Using AMP-tech Developing Web Standards for Instant-Loading All Web Content

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Google AMP project is taking a step forward to bring the support for instant-loading of non-AMP content in other areas of Google Search like Top Stories carousel.

This standardization through various WICG projects will allow sites to implement and get benefits from Accelerated Mobile Pages (AMP) features without adopting the framework.

Google is currently aiming to extend support in features like Top Stories carousel to AMP-like content that (1) meets a set of performance and user experience criteria and (2) implements a set of new web standards.

Google highlighted, Chrome User Experience report and said, it also plans to use Web Packaging to use it for instant-loading of all packaged web content. “Web Packaging recommended by the W3C TAG finding for providing privacy preserving pre-loading together with being able to serve AMP content under the publisher URLs.”

Malte Ubl, Tech Lead for the AMP Project at Google, goes on to explain how the future web standards will make it possible to bring AMP’s embeddability features to non-AMP content: “We now feel confident that with iframe performance isolation through site isolation or cooperative multitasking, web packaging, Feature Policies, iframe promotion, and a document opt-in, it’ll be possible to make such features available to non-AMP web content that implements those standards.”

That’s a lot to keep track of, so we plan to keep this page updated regularly to track progress. While we fully intend to make these changes in Google Search, as with any Google Search feature they will undergo experimentation and user testing and only launch if results are positive for users.

There is no timeline for when these features would become available outside of AMP, as Google said, “It’s hard to estimate when these changes will roll out as it depends on future progress of standardization and browser implementations.”

The web standards will only be implemented if the results are positive for users.

Lastly, Google said, they will continue to invest heavily in AMP with current focus areas, include: engaging storytelling experiences with AMP Stories, dynamic email, JS in AMP, pushing the boundaries of e-commerce on the web, and developing additional deep integrations between platforms and content into Google Search.

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