Smartphones and networks are constantly getting faster, but somehow the mobile web now feels slower than it ever did. That’s largely thanks to all the ads and trackers that most sites now use (and maybe the abundance of large GIFs, too).
A few months ago, Google set out to change this when it launched the Accelerated Mobile Page (AMP) project that aims to bring a Facebook Instant Article’s like experience to the open web. Starting today, Google will start highlighting AMP-enabled pages in its mobile search results.
For the most part, this means that when you search for news items (AMP, in its current form, is mostly meant to accelerate news sites), Google will now often show you a carousel that highlights stories on AMP-enabled sites. This carousel is pretty much the same as the one you’ve likely already seen for searches that kick off Google’s Twitter results carousel. The difference here, though, is that when you click on one of these links, the result loads instantly (or with a very minor delay). If you are on a really slow connection, though, AMP pages will take a bit to load — this isn’t magic, after all — but even then, they will still load up significantly faster than regular mobile pages.