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The AMP Problem at Google

A Web experience that loads quickly is essential. As online publishers turn to Google's fast-loading, data-saving AMP offering, however, they're quickly realizing that it may not be all that it's been promised.

The URL for an AMP site, for example, looks something like this:

google.com/amp/www.url.com...

What is happening here is that Google starts loading the page before a user has actually decided to visit. Google is essentially serving as the middle man in this instance, but is reportedly taking some steps to eliminate that URL prefix - which some argue is not appealing to consumers - at least in its mobile Search apps. 

In the latter half of 2018, though, Google indicated that it expects to be able to remove the AMP signature from URLs in Chrome and other smartphone browsers, too.

Google is working on a new version of the AMP cache based on "the emerging Web Packaging standard." According to the search giant, it'll offer the same level of privacy and performance as the current cache without tinkering with the URL. Here is how the company explained it in its recent blog post: 


We embarked on a multi-month long effort, and today we finally feel confident that we found a solution: As recommended by the W3C TAG, we intend to implement a new version of AMP Cache serving based on the emerging Web Packaging standard. Based on this web standard AMP navigations from Google Search can take advantage of privacy-preserving preloading and the performance of Google’s servers, while URLs remain as the publisher intended and the primary security context of the web, the origin, remains intact. We have built a prototype based on the Chrome Browser and an experimental version of Google Search to make sure it actually does deliver on both the desired UX and performance in real use cases. This step gives us confidence that we have a promising solution to this hard problem and that it will soon become the way that users will encounter AMP content on the web.

If your website isn't AMP-enabled, Website Magazine has published several articles on the topic to help you get started, like this one on AMP Basics.
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