Google to launch a better alternative to AMP news stories

The search giant Google known for many tech products and services is planning to further maximize the experience we see news stories and web pages on a mobile device. Google previously launched its Accelerated Mobile Pages (AMP) project with the aim to provide faster and more streamlined web experience.

The AMP news stories format has been a quite efficient way of viewing news stories from your mobile and now Google says that its team is ready to take the next logical step i.e applying techniques learned from AMP to things that weren’t developed from AMP.

See also: Google unveils Snapchat-style format for its AMP stories

Google has recently revealed in a blog post that it is planning to give same benefits to the web pages which are not based on AMP framework. For instance, these web pages will get instantaneous loading, distribution on multiple platforms, and more prominent placement on Google properties like being featured in “Top stories” in Google News platform. According to AMP tech lead Malte Ubl,

“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 in areas of Google Search designed for this, like the Top Stories carousel. This content will need to follow a set of future web standards and meet a set of objective performance and user experience criteria to be eligible.”

Where users love this AMP-powered version of web pages that make mobile sites load almost instantly, publishers however often feel weird about it, as they have to give more control of their site to Google in order to get better placement in search results.

In addition, now publishers would need to follow a whole new set of standards to keep their sites updated in accordance with Google’s instructions. However, Google will also be providing them another way to be included in the increasingly important Top Stories carousel on its mobile search results pages.