Answering its critics, Google loosens reins on AMP project

Accelerated Mobile Pages, or AMP, has been a controversial project since its debut. The need for the framework has been clear: the payloads of mobile pages can be just insane, what with layers and layers of images, Javascript, ad networks, and more slowing down page rendering time and costing users serious bandwidth on metered plans.

Yet, the framework has been aggressively foisted on the community by Google, which has backed the project not just with technical talent, but also by making algorithmic changes to its search results that have essentially mandated that pages comply with the AMP project’s terms — or else lose their ranking on mobile searches.

Even more controversially, as part of making pages faster, the AMP project uses caches of pages on…

Read Story

Related Post