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AMP Stories will Bring Snapchat-Inspired News Format to Google Search Results

14 February 2018

If someone searching for a publisher participating in the project on a desktop, Google directs the searcher to a mobile device and URL to view AMP Stories in search. In a sense, it's exactly like Google Search, but the underlying pages are mobile-optimized, really fast and use a fraction of the data and bandwidth that normal web pages would. Perhaps it's time for that meme to make a resurgence, because stories are headed to a new, rather high-profile place: Google's mobile search results. 'Today, we're bringing the power of AMP to email through the Gmail Developer Preview of "AMP for Email,"' explains Gmail product manager Aakash Sahney in the company's announcement. They're supposed to deliver "immersive" stories to mobile readers across a range of content categories.

According to Google, starting today, users can see AMP stories on Google Search.

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Google will soon release the feature to other publishers.

AMP stands for Accelerated Mobile Pages, and it was started as an open source publishing project to speed up mobile webpages. Today Google said AMP is merely meant to make the mobile web more accessible to developers, claiming small publishers face challenges in building high-performance content. This format also attracts young generation through this story format as Google has adopted this style from Snapchat and everyone knows that Snapchat has mostly young users under its umbrella. AMP for Email is open, so other email clients can use it as well, the post said. Google envisions the feature to be beneficial to users because developers can embed widgets in emails that are constantly up-to-date and include actionable functions that work without leaving your inbox. While Google is in the process of building support for ads, the company didn't disclose a time frame.

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Interacting with email could be noticeably different within a few months. But instead of your friends' photos popping up, you'll find content from trusted publishers. For example, you would browse and click on images on an email from Pinterest as you would from Pinterest's website.

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AMP Stories will Bring Snapchat-Inspired News Format to Google Search Results