Google Project Will Speed Up Mobile Page Load Times

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Slow-loading Webpages? Ain’t nobody got time for that!

Fortunately, Google has a solution. The Web giant on Wednesday introduced a new initiative called Accelerated Mobile Pages (AMP), which aims to “dramatically improve” Webpage load times on your smartphone and tablet.

“We want webpages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously,” David Besbris, vice president of engineering for Google search, wrote in a blog post. “We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant — no matter what type of phone, tablet or mobile device you’re using.”

So, Google is working with publishers and technology companies around the world to make it happen. The project relies on a new open framework called AMP HTML, which was built entirely out of existing Web technologies and allows website owners to build more lightweight Webpages.

Nearly 30 publishers from around the world and a number of big tech companies have already agreed to roll out AMP HTML pages, Google said. That includes The New York Times, The Guardian, The Washington Post, Twitter, Pinterest, WordPress, Chartbeat,, Adobe Analytics, and LinkedIn.

To give you a sense of how fast the mobile web can be with AMP HTML, Google set up a demo on its Search page: Just head over to on your mobile device to check it out. The company plans to integrate AMP HTML into Google News and other services over time.

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