Google in its effort to solve Accelerated Mobile Pages (AMP) URLs served from the AMP cache announced that instead of showing linked pages under google.com/amp URL space in search results — will now dsipaly them under publishers’ URL while maintaing performance and privacy benefits.
“Privacy reasons make it basically impossible to load the page from the publisher’s server. Publishers shouldn’t know what people are interested in until they actively go to their pages. Instead, AMP pages are loaded from the Google AMP Cache but with that behavior the URLs changed to include the google.com/amp/ URL prefix,” writes Google.
Acknowledging this long outstanding issue, over time Google has issued a fix in its native Search app on Android and iOS that started defaulting to show publisher URLs, as well as the browser vendors also started sharing publisher’s URL of an article where possible. However, the problem where it matters most “on the web” and the “browser URL bar” were not fixed. Now, the company is issuing a similar fix for mobile web browsers as well.
The fix involved of implementing a new version of AMP Cache serving which is based on the Web Packaging standard suggested by the W3C TAG. This new web standard will allow publishers’ URLs to remain intact on accelerated mobile pages, while still taking advantage of the speed of Google’s servers. “We have built a prototype based on the Chrome Browser and an experimental version of Google Search to make sure it actually does deliver on both the desired UX and performance in real use cases,” Google explains.
Furthermore, Google expalined, with this web standard, “AMP navigations from Google Search can take advantage of privacy-preserving preloading and the performance of Google’s servers, while URLs remain as the publisher intended and the primary security context of the web, the origin, remains intact.”
The next steps as Google writes is to fully implement the new web standard in web browsers and AMP Cache. “Our goal is that Web Packaging becomes available in as many browsers as possible after all Web Packaging has exciting use cases beyond just AMP such as offline pages, ES6 module loading, and resource bundling.”
The changes are expected to reach users in the second half of 2018.
In an related news, Google has implemented a new AMP Testing Tool directly in its search results. So, users can simply type “amp testing tool” into the Google search bar and will now see a submission form. See the screenshot below:
As usual after entering your sites AMP URL in the submission form, you will see the results page.