AMP Support is Coming to Gmail Later This Year

AMP in Gmail

Google has announced a new AMP for Email developers preview for companies to create more interactive emails.  The feature, which is part of the Gmail developer program, will be generally available and supported in the email service later this year.

With AMP for Email, you’ll be able to quickly take actions like submit an RSVP to an event, schedule an appointment, or fill out a questionnaire right from the email message. Many people rely on email for information about flights, events, news, purchases and beyond—more than 270 billion emails are sent each day! AMP for Email will also make it possible for information to easily kept up-to-date, so emails never get stale and the content is accurate when a user looks at it.

Once AMP for Email fully rolls out, it will be much more like a website in your email than a static message.

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AMP URLs to Finally Remove the Google Prefix

An AMP Rendered Page on ClintonFitch.com

Google is embarking on a new way for AMP, Accelerated Mobile Pages, are rendered that preserves the original URL.  This is a big deal as the current way that these optimized mobile pages are shown by URL introduces doubt for readers as to the original source.

First, in case you don’t know what Accelerated Mobile Pages are exactly, it is a caching system that Google uses to speed up the delivery of webpages to your mobile device.  Generally these are generated as google.com/amp/ then the site name or page.  The reason for this is due to privacy concerns of Google caching the originating URL

When we first launched AMP in Google Search we made a big trade-off: to achieve the user experience that users were telling us that they wanted, instant loading, we needed to start loading the page before the user clicked. As we detailed in a deep-dive blog post last year,  privacy reasons make it basically impossible to load the page from the publisher’s server. Publishers shouldn’t know what people are interested in until they actively go to their pages. Instead, AMP pages are loaded from the Google AMP Cache but with that behavior the URLs changed to include the google.com/amp/ URL prefix.

This trade-off has created concerns over the validity of the source information.

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Google News & Weather App Update Brings AMP Support

Google has released an important update to the Google News & Weather app for Android that brings support for AMP pages.  Accelerated Mobile Pages, or AMP, are pages designed in a more lightweight fashion that provide you the content of a web page much faster than traditional HTML.  It is a project that Google has been working on for months and the adoption and integration of AMP has been progressing steadily over that time.  For the record, ClintonFitch.com is 100% AMP compliant.

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Google Play Newsstand Update Adds AMP Support

Google Play Newsstand for Android has been updated today and while it is a small upgrade, it is an important one.  The app now supports Accelerated Mobile Pages, or AMP, which will give users amazingly fast page loads within the app.  AMP, for those who aren’t familiar, is a new code structure that Google has introduced that allows quick loading of pages from sites that are AMP enabled.

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