Google Mobile Search Adds Instagram Like Stories

Google search on mobile

The Google AMP stories format builds on code already established by their Accelerated Mobile Pages (AMP) project, which is a framework that allows publishers to create web pages that load much faster on mobile devices when compared to traditional website designs.

Once you're in an AMP Story, the process of navigating around is identical to the process for Instagram Stories and Snapchat Discovery. AMP for Email is open, so other email clients can use it as well, the post said. "Our team can easily create handsome, media-rich stories that our users can now access quickly across the web", said Doug Parker, Vice President of Digital Design at Meredith. In case you're interested for a preview, you can get developer preview access to AMP for Email in Gmail by signing up through Google.

Google eventually plans to bring AMP stories to more of its products and expand the way it appears in Google Search.

"Ultimately the success of an open source project like AMP is dependent on the contributions and support across the web", Malte Ubl, engineering lead of the AMP project at Google, said in a blog post.

Ladies and gentlemen, meet AMP stories. For Snap Inc, Google's new push into this landscape could spell trouble for the company, which has taken large strides to become a destination for publishers who want to reach a younger, mobile-first audience.

As Google sees AMP, it's the answer to heavier and heavier webpages and a subpar mobile browsing experience. Publishers can signup here to test the new format. So, you will soon start seeing AMP Stories on mobile search.

The format comes with preset but flexible layout templates, standardised UI controls, and components for sharing and adding follow-on content. "Getting these key details right often poses prohibitively high startup costs, particularly for small publishers". Unlike Instagram and Snapchat, where stories must be viewed within their ecosystems, AMP stories are just like any other piece of content on the internet.

In a GIF, Google showed AMP in a Pinterest email that allowed the reader to interact with it like a webpage. AMP Stories are available from today but only on mobile browsers. These are essentially news-related visual experiences meant to be displayed in the Google search results.

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