Google is leveraging insights gained from AMP (Accelerated Mobile Pages) to develop new web standards aimed at enabling non-AMP content to load instantly.
The AMP Project team from Google recently announced its future plans for implementing these web standards. Content created using these new standards is expected to appear in specific sections of Google Search, such as the Top Stories carousel.
Malte Ubl, Tech Lead for the AMP Project at Google, remarked:
“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…”
Alongside these upcoming web standards, Google plans to continue significant investment in advancing AMP in areas including:
– Engaging storytelling experiences with AMP Stories
– Dynamic email
– JavaScript in AMP
– E-commerce
– Deep integrations between platforms and content into Google Search
Ubl further explained how these future web standards will make it feasible to bring AMP’s embeddability features to non-AMP content:
“We now feel confident that with iframe performance isolation through site isolation or cooperative multitasking, web packaging, Feature Policies, iframe promotion, and a document opt-in, it’ll be possible to make such features available to non-AMP web content that implements those standards.”
Before these web standards are fully integrated into Google Search, they will undergo rigorous testing to ensure positive outcomes for users. The implementation will also depend on the progress of standardization and browser updates, making it challenging to predict an exact rollout timeline.
