Google is developing web standards to allow non-AMP content to load instantly

Google mobile search

 Google plans to take what it has learned from the AMP initiative to develop new web standards to allow non-AMP content to load instantly. 

Google announced yesterday that it plans to roll out new web standards based on AMP that will enable non-AMP content to load instantly on the mobile web.

The announcement came from Google's Accelerate Mobile Pages Project team, who revealed their roadmap for the future roll-out of the new web standards.

Content developed using the new web standards will appear in certain Google search result areas like the Top Stories carousel.

As well as developing a new set of web standards, Google also plans to carry on investing deeply in developing AMP in the following areas:

  • Engaging storytelling experiences with AMP Stories
  • Dynamic email
  • JavaScript in AMP
  • E-commerce
  • Deep integrations between platforms and content into Google Search

Malte Ubl, Tech Lead for the AMP Project at Google said:

Based on what we learned from AMP, we now feel ready to take the next step and work to support more instant-loading content not based on AMP technology…

We now feel confident that with iframe performance isolation through site isolation or cooperative multitasking, web packaging, Feature Policies, iframe promotion, and a document opt-in, it’ll be possible to make such features available to non-AMP web content that implements those standards.

It's not yet possible to estimate when Google may be able to roll-out these web standards, as they will need to go through an extensive round of testing first. Also, Google said the roll-out will depend on the progress of standardization and browser implementations.

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During his time working in SEO, Luke has set-up an SEO agency, worked as an in-house SEO for a major national company and managed his own successful SEO consultancy - using a lot of different SEO tools along the way!