Google claims it’s going to build its proprietary AMP using Web standards

"Too slow;" where have we heard that one before? (credit: Getty Images)

Google has said that it wants to bring the benefits of its AMP specification to sites that stick with Web standards, offering them the same prominent search positioning that it currently only gives to sites using its proprietary tech.

The 2015 introduction of Google's AMP, "Accelerated Mobile Pages," has been deeply contentious within the Web community. AMP is based on HTML, JavaScript, and other related technologies, with a bunch of non-standard alterations and restrictions to, Google says, achieve a number of things that are useful, especially for mobile browsers.

AMP has three main parts: a restricted subset of HTML with custom AMP-specific tags for things like images, audio, and video; a special, mandatory JavaScript library that handles the custom tags, limited animations, and certain other features; and a caching proxy system, wherein Google validates AMP pages and serves them to clients itself.

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