The Google AMP stories format builds on code already established by their Accelerated Mobile Pages (AMP) project, which is a framework that allows publishers to create web pages that load much faster on mobile devices when compared to traditional website designs.
But AMP Stories give "gives great editorial freedom to content creators", it claimed. Specifically, it will help make sure the content is up-to-date and relevant, the post said, but also that users will be able to interact with that content more readily. What is AMP? AMP is a Google's project aimed at faster delivery of content.
Google said that it has collaborated with a number of online publications to bring AMP Stories to the mobile web. Whether you know it or not, you've surely landed on AMP-optimized web pages, which are indicated by a small lightning icon next to the search result link. Users can tap on the home screen to read further or simply swipe to the next article.
Ever since Snapchat first introduced its Stories feature in late 2013, we've seen countless companies try and mimic the same formula with their own services. Google has come together with publications CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and The Washington Post for the early development of AMP stories.
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Google has made AMP for email specifications available to developers, who can now signup for preview access through Google.
The company explained that other email platforms will be able to integrate the technology. Skeptics, though, point to the technology as yet another example of Google trying to control the internet, not least because the algorithms apparently favor sites which present AMP versions of their pages and reward them for their cooperation with higher placement in search results. Considering the users Google's search engine sustains, it's possible AMP Stories might just take off. AMP Stories are available from today but only on mobile browsers.
Akin to "stories" more commonly associated with apps like Snapchat, Instagram, and Facebook, Google debuted previews of what it's calling AMP Stories in Google Search on mobile. Google has also released a tutorial on how to create AMP Stories.