NewsGoogle Working on Alternatives to AMP

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For more than two years, Google has been advocating accelerated mobile pages (AMP) as the ideal way to format websites for fast mobile loading and mobile search. But now, the company says it is working on alternative standards. “We are taking what we learned from AMP and are working on web standards that will allow instant loading for non-AMP web content,” blogged Malte Ubl, Google’s lead for the AMP Project.

Ubl added that AMP will “be just one of many choices, but it will be the one we recommend.”

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