Google Will Now Favor Pages That Use Its Fast-Loading Tech

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GOOGLE WANTS YOU to use the web. The web, after all, is Google’s home turf. To encourage you to stay in your browser on your phone rather than switching over to apps, the search giant today will start giving preference to pages built with its fast-loading tech known as Accelerated Mobile Pages, or AMP.

This is how it will work. When you run a Google search for, say, Kanye’s The Life of Pablo on your phone, you see a carousel of news stories at the top of the search result. Before today, Google selected those stories based on criteria for ranking news stories in search such as relevance and speed. Starting today, however, stories that have AMP versions will get priority. “AMP is a requirement,” says David Besbris, Google’s vice president of engineering for search.


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