Google hits brand slam stamping AMP with more crypto glam | 4/18/2019 | Staff
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On Tuesday Google renovated its Accelerated Mobile Pages (AMP) web publishing format, making it more secure with less Chocolate Factory branding - a change certain to be welcomed by publishers committed to AMP.

Launched in 2016 as a Google-specific publishing scheme to rival Facebook Instant Articles and Apple News, AMP provides a way to build web pages that load quickly. Because Google makes speed a factor in mobile search ranking, AMP appeals to publishers as a way to improve the visibility of their articles in search results, not just in Google Search but Bing too.

AMP - Page - AMP - HTML - Library

Creating an AMP page involves using AMP HTML, a library of components for building interactive sites that precludes the implementation of certain performance bottlenecks. One disadvantage of doing so is that publishers have to craft and maintain AMP pages alongside standard HTML web pages.

There's also the downside of participating in a scheme that gives Google more power over how web pages – ideally open and vendor-neutral – get written, a concern the Chocolate Factory last year tried to address by reforming the AMP governance structure.

Google - Improvement - AMP - Format - Pages

Google's latest improvement to the AMP format is that pages can now be linked to Signed HTTP Exchanges (SXG), one of several specifications for packaging websites, so they can be viewed offline in conjunction with an way to prove site authenticity.

SXG is a specification for returning a cryptographic signature in a response to a web request that lets the user's browser trust a page cached by a third-party domain as if it were served from the originating publisher's domain.


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