’s new initiative to speed up the mobile web is out of the starting gate. Now when you perform a search on a mobile device, you’ll see pages with a green thunderbolt “AM designation, which indicates they’ve been repurposed for rapid loading.
’s Accelerated Mobile ges oject is similar to Facebook’s Instant Articles, which give publishers tools to let their pages load in a fraction of the time as they did before.
The difference with ’s effort is the goal is to keep people on the web instead of locked inside a social network. also needs to protect its revenue stream—the more people abon the web because of slow load times, the less they’ll see interact with AdSense advertisements.
Several large publishers who are launch partners are already on board, but has a toolkit for any publisher that wants to implement this on their own site. rdess site owners can also grab a plugin built by the blogging site for easy implementation.
The story behind the story: The web has slowed to a crawl in many places, given how much content some publishers have tried to cram onto each page. This has particularly been a problem on mobile devices, where space time are a premium. Apple’s decision to allow ad-blocking apps on iOS is particularly alarming for , as it means those precious ads won’t get any eyeballs. It’ll be worth watching to see how quickly the Accelerated Mobile ges program catches on if search in general will be a less frustrating experience.
