Ahead of tomorrow’s wider launch of Accelerated Mobile Pages, Google Search is now denoting AMP articles in search results on mobile.
Searching for an item in Google Search on a mobile browser will bring up a carousel of top news stories. Interestingly, AMP sites are not denoted when performing a search from the Google app. If a news topic doesn’t have enough articles to warrant a carousel, AMP articles will be displayed in the general list of stories.
Within each small card is the publisher’s logo and name, story headline, image, time it was published, and a green thunderbolt icon followed by ‘AMP’. For the most part, all stories feature in the carousel are from AMP-enabled sites.
Tapping on a news story loads it at a noticeably faster speed. At the very top of the screen is a blue bar that has a back button, the site’s URL, and an indicator of how many other stories there are in the carousel. Users can swipe between the pages to see different stories. When switching between stories, pages load at the noticeably faster speed.
Publishers like the BBC, USA Today, The Atlantic, and ABC among many others already have AMP versions of their site. The sites are all very minimalistic and some forgo navigation elements. Tapping on any links from within the article will open in a new tab. These sites support videos, embeds, and images, and for the most part keep the design of their respective website.
Tomorrow is expected to be the wider launch of AMP with publishers launching fully AMP versions of their mobile sites. Accelerated Mobile Pages is an open-source industry initiative to speed up mobile web pages.