For more than two years, Google decided to step out a major step on the AMP project.
Why does Google launch AMP?
As mentioned above, AMP is an open source project; its code is stored on the famous programmer community Github, which can be downloaded at will. But according to the official website of the project, AMP consists of three core components are constructed, AMP HTML, AMP JS and AMP Cache, content providers and web site operators can use these things to create their own website conforms to the AMP standard, so as to greatly accelerate the speed of ".
So, why does Google want to launch AMP?
This question also starts with the Instant Articles of Facebook and the Apple News of the apple. As early as May 2015, Facebook launched the interactive media content creation tool Instant Articles. It also can significantly accelerate the loading speed of articles in mobile web pages, and view high-definition pictures and play them.video. Of course, Instant Articles can only view website content that has been signed with Facebook, such as New York Times, National Geographic, Broadcasting British Corporation, etc., and signatories can also use this tool to display advertisements to consumers.
Of course, signing up with Facebook needs to be charged, and Instant Articles is essentially a better profit-making tool for Facebook to experience the user side. Apple's Apple News launched in 2015 is similar to Instant Articles in the way of implementation. It also needs to optimize content in web pages, and it also needs to charge.
I have to admit that Google is a latecomer on similar actions than Facebook and Apple's foregoing practice, but Google adopts different ways. AMP is a completely free open source project, using this standard website without having to sign a contract with Google, and not to pay.
Considering that [free] is the usual strategy for Google to promote its product and standard promotion, the strategy it takes on AMP is not surprising.
A huge AMP ecology
For any person and a company, [free] is an attractive vocabulary. But for many content providers all over the world, the cost of letting them choose and conform to a new mobile web page standard may not be offset by free.
In order to promote the development of AMP, Google takes advantage of its search engine ingeniously. It will be said to meet the SEO level AMP content platform using its Google engine priority ranking; in other words, if it is in the search results appear in the two content ", for which the AMP page is Google will be preferred.
Support for the AMP news website, once the user search will search page appears above the Top Stories carousel figure in Google, a touch up.
However, Google has a great ambition on the AMP project. Instead of being controlled by the word Mobile in AMP, it tries to cover this standard to mobile terminals and desktop terminals, and even hopes to promote it into the future webpage standard. In essence, it is a cross platform and cross browser project. At present, it supports the browsers including Chrome, Firefox, Edge, Safari, Opera and other mainstream browsers.
In addition to building a dedicated team to carry out AMP related development tasks, Google has also entered into cooperation agreements with advertisers, content providers, CMS (content management systems) and Audio/Video vendors from all over the world. In the case of content providers and Audio/Video vendors, the support for AMP includes Google, Baidu, Bing, micro-blog, Sogou, and Sogou,tencentQQ space, Medium, LinkedIn, YAHOO Japan, YouTube, Hulu and so on, can be said to be half of the global content circle.
If you look at the data, the whole AMP ecology has included 25 milliondomain nameWeb site, more than 100 platforms, covering many fields, such as publishing, advertising, electronic commerce, enterprise and so on.
The ambition of Google
After more than two years of exploration and development, AMP has formed a standard: This is the information disclosed in a blog of Google, which is responsible for AMP's Malte Ubl in March 8th.
Malte Ubl said in a blog, and through a series of W3C's WICG (Web platform incubator community group, whose task is to design the next generation of Web standard) communication and cooperation, those who do not support AMP (non-AMP) "will be in conformity with the standards for the AMP" function, that is to say loading faster.This standard's support for non-AMP web pages may be first reflected in the Google search engine, but the specific time has not been fixed. Malte Ubl also said in the blog, they hope that non-AMP "can also be used on the Google Search Top Stories carousel map.
This action of Google shows no doubt about its ambitions in the direction of future web development. Malte expresses that Google hopes to create extraordinary interaction experience in the whole Web. [AMP is only one option, but it is recommended by us (referring to Google). We will invest more in AMP. So it's clear that Google actually wants AMP to be the next generation Web standard, although it doesn't sound easy.
It is worth mentioning that, a few months before sending this blog at Google, there was a letter in the foreign network, asked Google to modify the AMP standard; then there have been some articles on the Medium, and some Twitter news also let AMP into a not conducive to the development of the field of public opinion, is accused of Google  to be in control.
Then, David Besbris, vice president of Google search engine engineering, said in response to the The Verge reporter Dieter Bohn on the matter.
In our view, AMP is really a public service. We have developed AMP not to control everything, not the other people think. Think about how bad the browsing experience of the mobile web pages has been before the release of AMP.
Indeed, the mobile web experience was awful at that time. In July 2015, The Verge editor Nilay Patel wrote an article entitled "The mobile Web Sucks" to accuse the problems of mobile web pages at that time. Four months later, AMP was born.
Is AMP a public interest project?
The last thing to think about is, is AMP really a pure public interest project, as David Besbris says?
From the AMP itself, it is free, open source, and will bring a good consumer experience after participation. Compared to Facebook's Instant Articles and Apple's Apple News, AMP is indeed a different nature of the project, with a very strong public interest.
However, as a commercial company, Google promotes AMP's standardization, and even encourages it to become a part of the next generation Web standard. Many commercial products including free Google search engine, Google Chrome Gmail Google Maps browser, email, electronic map, Android operating system, they bring great convenience to the Internet, but also through AMP play the same role as the Google of this company brought huge commercial interests, trying to Google.
In other words, Google has been trying to make AMP play the role of public service in the next generation of Web standard, while AMP is also trying to play the role. But AMP can never get rid of the origin of Google. But why should AMP be a pure public welfare project if it can be used to practice the purpose of Do The Right Thing?