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One of the top pieces of feedback that people share about AMP is about the “google.com/amp…” URLs that are used when linking to a piece of AMP content in Google Search. A couple of months ago, the AMP team at Google outlined a plan to display better AMP URLs, and today we’d like to share progress on this effort. Our approach uses one component of the emerging Web Packaging technologies—technologie

For over two years, AMP has been a leading format for creating consistently excellent user experiences on the web, and Google continues to invest strongly in it as our well-lit path to achieving a user-first web. We’ve long believed that the goal of a user-first web can be built in many ways, but, until we began working on AMP, knowing exactly what that meant and how it could be verified was a cha

Hallo uit Amsterdam! We’re kicking off the second AMP Conf today in Europe, celebrating the global reach of the AMP community. This year we have over 400 developers joining the AMP team in Amsterdam for two days and thousands more watching the livestream, marking our biggest event yet. Since last year’s AMP Conf, we’ve seen AMP continue to grow globally as more websites adopt and experiment with t

It’s hard to believe it’s been two years since publishers and platforms came together to launch the open source Accelerated Mobile Pages (AMP) Project. Speed and user experience remain more important than ever across the web, with 53% of mobile site visits abandoned for pages taking longer than 3 seconds to load. In two years we’ve seen the project grow from a few launch partners to over 25 millio

A lot can happen in a year when people unite around a common cause.  In the case of the open source Accelerated Mobile Pages Project, that means improving the mobile web for everyone. That’s a tall order in a world dominated by nearly 7 billion small screens, but as we celebrate the first anniversary of AMP we are making headway. From day one, a key focus for AMP has been speed.  It is arguably on

When the AMP Project first launched, the initial use cases and feature development focused on building AMP to support news and blog content. However, the AMP Project’s ambition has always been making the consumption of any type of mobile content vastly better and faster than we had seen before. Ideally, the format should allow anyone to create high performing websites across many verticals—from ne

Page load time is one of the strongest reasons of page bounce. The average U.S. retail mobile site loaded in 6.9 seconds in July 2016, and according to the most recent data, 40% of consumers will leave a page that takes longer than three seconds to load [source].  This means that if you’re navigating users to a landing page from an ad, 40% will likely not bother and click away. Furthermore, a clic

This is the story about how AMP came to build a user-experience-first ecosystem for advertising on the web. A significant part of my job working on the AMP Project has been to engage in discussions on Twitter and in our GitHub issues around what AMP is, what it should be and whether it is doing the right things. Often these discussions eventually come to a point where somebody says: “Cool, you mad

Following up on the release of our AMP Validator Chrome Extension, today we’re releasing another way to validate your AMP pages: validator.ampproject.org provides a simple web UI for the AMP Validator. You can provide a URL to load the AMP HTML source code from, or copy/paste your source code, and the editor displays validation messages between the lines. Edits trigger revalidation, providing inte

AMP’s validation framework is an essential ingredient to ensuring your pages are truly as fast as AMP can make them. Because of this, keeping an eye on the validation status as you develop and deploy AMP pages is a must for any AMP developer. The AMP library provides a built-in validator, but perhaps your fingers have already grown tired of typing “#development=1” as you expand your AMP coverage.

The AMP project launched with a solid set of initial features, but with a commitment to making the web a better experience for publishers, users, and developers, we’re working hard to regularly bring more components and capabilities into the framework. AMP is driven directly by the needs of the ecosystem itself. With that in mind, we’re proud to present a round-up of several recently-added feature