Google rolls out Accelerated Mobile Pages (AMP) for mobile search results in India

Google recently announced the roll-out of Accelerated Mobile Pages (AMP) for mobile search results in India. Google will label sites with AMP versions of their pages with a small icon. This feature does not affect search results, but will show users which sites have pages ready to load.

Slow loading sites are arguably one of the most frustrating things about the mobile web. Recent Google research shows that 53 percent of people will leave a site that fails to load in three seconds or less. The average AMP page loads four times faster and uses ten times less data than its non-AMP counterpart, and the median load time for an AMP page is under one second. Since 2015, when the AMP project started, over 700 million AMP documents in over 104 languages have been created worldwide. In India, several publishers have embraced this new technology. Zomato especially has seen encouraging early results since it AMP’d its pages, with page load times decreasing from 3.8 seconds to well under a second.

In terms of global impact, the Washington Post has reported a 23 percent increase in mobile search users who return within seven days, and an 88 percent improvement in load times for AMP content versus traditional mobile web. eBay, Pinterest, WordPress, and Reddit, are among the many publishers worldwide who have adopted AMP and are benefiting from web pages with fast load times.

Larry Page and Sergey Brin founded Google in September 1998. Since then, the company has grown to more than 50,000 employees worldwide, with a wide range of popular products and platforms like Search, Maps, Ads, Gmail, Android, Chrome, and YouTube.