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The Accelerated Mobile Pages (AMP) project, announced for the first time by Google in 2015, is an open source framework designed to accelerate mobile web pages. The search giant says that it can reduce load time to "less than one second" by balancing the likelihood that a user will click on a result with device and network constraints. The latter is now used by hundreds of thousands of Web domains on billions of pages. But that's not quite perfect: AMP requires a modified URL to appear in the address bars of browsers and sticks a gray bar at the top of the pages, which may be detrimental to site traffic and revenue.
Google has developed an ostensible sign-posted solution, which is now available in Google Search's AMP web results after a developer preview last fall. It implements an emerging Web standard called Signed HTTP Exchanges (a subset of the Web Engineering Task Force's web-based packaging specification) to enable mobile browsers – currently Chrome, and soon Microsoft Edge and others – to To display real domains (eg, ebay.com). Google AMP URL (google.com/amp/ebay.com), as well as to link links to websites directly to their destination.
This will allow visitors to coexist on the same domain, says Mountain View, thus reducing the bounce rate, which is the percentage of people who access a site and then leave it instead of continuing to view the site. Other pages of the same site.
Signed exchanges offer additional benefits, such as allowing publishers to direct AMP traffic to the domain of their main website, as well as cryptographic techniques to ensure that web page content has not been manipulated or compromised. (Browsers trust documents as if they originally belonged to a site and used cookies and first-level storage.) This is a better policy than Google's previous policy in this regard, which requires only that the contents of canonical pages and those displayed via AMP are "substantially the same."
Google indicates that Google search will be linked to AMP signed exchanges when the publisher, browser and search context supports it, and that web administrators only need to publish the signed exchange version of their content. AMP in addition to the unsigned exchange version.
Some CDN providers, such as Cloudflare, provide AMP signed exchanges for free as of today.
"AMP has been a great solution for improving internet performance and we were looking forward to working with his project to help eliminate one of the biggest problems in AMP – the fact that this is not not treated from the point of view of a publisher, "said the CEO and co-founder of Cloudflare. Matthew Prince. "As the only provider to deliver this new solution, our global scale will enable publishers around the world to benefit from a faster, more brand-aware mobile experience for their content."
For the uninitiated, AMP has three components: standard HTML markup with Web components; AMP JavaScript, which manages the loading of resources; and AMP caches, which serve and validate AMP pages. Most AMP pages are provided by Google's AMP cache, but other companies (such as Cloudflare and Microsoft's Bing) can also support AMP caches.
The AMP format, similar to Facebook, has been criticized by the AMP, which relies on servers hosted by Google, who can theoretically collect statistics on all websites that use them. In order to counter the blocking allegations, the AMP project announced at the end of 2007 the creation of new "open governance" committees composed of Microsoft, Twitter and other stakeholders.
But he has not let the controversy divert his roadmap for development.
In March, after nearly a year of previewing, Google officially introduced AMP for Email, an open source project that allows developers to incorporate dynamic content such as sales catalogs, quizzes, auto-refresh promotional offers, and feeds. booking appointments in emails. Booking.com, Oyo Rooms, Freshworks, and Pinterest are among the first users, as well as Google's own Google Docs team, which exploited it to allow users to respond and add comments to discussions. in the documents. And third-party email design and delivery platforms such as Twilio's Sendgrid, SparkPost, Amazon SES, and Amazon Pinpoint, and Litmus will already support, or will soon be, the AMP specification.
AMP for Email has tracked improvements to AMP Stories, Google's open source library, which allows publishers to create web-based flipbooks with streaming graphics, animations, videos, and streaming audio. (Google launched AMP Stories in February with eight publishers, including Vox Media, Conde Nast, and The Washington Post.) At an event last September, Google said it was calling on the company. IA to "build" AMP Stories and make them appear in the search results, starting with the beginning. with stories of celebrities, athletes and other "personalities".
As of July 2017, the AMP project website mentioned about 120 advertising agencies and 30 badysis companies as participants in the AMP project.
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