Google AMP provides great speed that users love, but publishers always hesitated to use AMP primarily because Google did not show the publisher’s URL in the browser. However, many publishers have developed AMP pages to improve their readability and ease of use.
With the recent updates that have been implemented, Google has made changes that will give the publisher the power they demand.
Now, when the user is redirected to the page of an editor in the browser, the AMP link from Google is not shown but the editor’s own link is displayed.
Google has been working in this function since January of last year. This is what will be seen:
A new web packaging standard has made this change possible, which uses signed exchanges with digital signatures that allow the browser to verify if a certain document was actually issued by an editor or not.
The publisher will have to publish signed and unsigned versions of his articles to make use of the new packaging standard AMP. Google started telling publishers about this feature since November of last year, but now the feature is being extended to all.
Updated AMP pages are only compatible with Google Chrome from now on, but other browsers will be updated soon to add support. Google has launched the new AMP pages in collaboration with CloudFlare. It will take time before the update extends to all users.
CloudFlare CEO in a statement said:
AMP has been a great solution to improve Internet performance and we were eager to work with the AMP Project to help eliminate one of AMP’s biggest problems: that it was not addressed from an editor’s perspective. As the only provider that currently enables this new solution, our global scale will allow publishers around the world to benefit from a faster and more brand-conscious mobile experience for their content.