Accelerated Mobile Pages

I enjoy complaining about how modern webpages actively interfere with reading comprehension and with the user’s experience. This used to be easy to avoid just by blocking Flash and pop-ups, but with the rise of HTML 5, it’s gotten to the point where I find myself leaving some websites before they are even loaded when it becomes clear they are going to do everything in their power to distract me from the content. Ad-blocking is the only thing that seems to help.

OneĀ interesting and welcome development over the past year has been the rise of accelerated mobile pages (AMPs). Denoted by this symbol in the search engine (at least on mobile browsers):

AMPs load nearly instantly and don’t appear to let the page jump around after you start reading. Nice! I’m happy that user experience has some wins now and again.

(Speaking of user experience, props to Google for their Android keyboard. It learns. The first time I typed AMPs, above, it naturally assumed I wanted “amps,” but once I corrected it to what I wanted, every subsequent time it has given me AMPs. Nice.)


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