Based on what Google has learned from AMP, it now feels ‘ready to take the next step and work to support more instant-loading content not based on AMP technology’.
Google started working on AMP in 2015 because it felt the mobile web was too clunky and slow. Yet it also knew ‘there wasn’t a fundamental technology problem: you could build great experiences on the web with the right knowledge, resources, and management support‘.
The public launch in 2016 of its Accelerated Mobile Pages Project was a bid to ‘create a framework that would provide a well-lit path to building great web-based experiences: and would be well documented, easily deployable, validated, and opinionated about user-first principles‘. AMP has subsequently seen rapid development as an open source project with weekly releases and constant adjustment to publisher and user feedback.
Google is now taking what it learned from AMP and is working on web standards that will allow instant loading for non-AMP web content. Google hopes this will also unlock AMP-like embeddability that powers Google Search features.
Meanwhile, AMP will continue to be Google’s preferred route to creating strong user experiences on the web. It will be just one of many choices, but it will be the one Google recommends, a vital point for publishers looking to harness Google’s dominance in search. Last year, Adobe reported AMP pages accounted for 7% of all web traffic for top publishers in the United States.