At its I/O 2017 builders convention right this moment, Google announced that its fast-loading Accelerated Cell Pages (AMP) accessed from Google Search now load twice as quick.

Google first unveiled the open source AMP Challenge in October 2015. Since then, the corporate has been working exhausting so as to add new options and push AMP throughout not simply its personal merchandise, however the bigger net.

Google Search only launched AMP support out of developer preview in September 2016. eight months later, and Google has already minimize the time it takes to render content material in half.

The corporate explains that that is potential as a consequence of a number of key optimizations made to the Google AMP Cache. These embody server-side rendering of AMP elements and decreasing bandwidth utilization from pictures by 50 % with out affecting the perceived high quality.

Additionally useful was utilizing the Brotli compression algorithm, which resulted in a decreased doc size by a further 10 % in supported browsers (even Edge uses it). Google open-sourced Brotli in September 2015 and considers it a successor to the Zopfli algorithm.

Velocity apart, Google additionally shared that new platforms and web sites have joined the AMP ecosystem. There are already over 2 billion AMP pages and 900,000 domains with AMP on the net. Even inside the search sphere, Google isn’t the only one supporting AMP: Bing, Baidu, Sogou, and Yahoo Japan are additionally all on board.

China’s largest social community Tencent Qzone and the nation’s third largest, Weibo are adopting AMP pages. Tumblr says it’s publishing 340 million blogs throughout 500,000 domains in AMP beginning this week. Twitter is linking to AMP pages from their new cellular net app, and will probably be launching AMP help of their Android and iOS apps. eBay plans to make use of AMP throughout all its product pages and Zalando is implementing AMP for its 250,000 product pages.


In brief, Google has managed to maintain AMP momentum going. Subsequent week, the corporate will launch the AMP Challenge roadmap for the upcoming quarter.

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