Google has an ambitious new project that aims to make the mobile web a lot faster than it already is, and it has nothing to do with improving cellular connectivity or Wi-Fi speeds. Rather than focusing on the hardware side of the business, Google’s Accelerated Mobile Pages project is a new open source HTML code framework that Google wants developers and publishers to use on their websites.

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Google has already partnered up with several big names on the AMP project, including Twitter, WordPress, The Guardian, The Wall Street Journal, The Washington Post, The New York Times and Vox to name a few.

According to Google, the new HTML technology will let programmers create web pages that will load insanely fast by ditching old tech like JavaScript and replacing it with new code. This way, pages that took three seconds to load will need a few milliseconds in the future.

The initial specification for the AMP project is available on GitHub (available here), and a test version for it is already available to mobile users looking to see the speed gains of AMP (check out this link). However, it’s not clear when AMP tech will be deployed by partners.

The first version apparently focuses on basic pages that include photos, animations and smart ads, Business Insider reports, which take less time to load. AMP will concentrate on improving the kind of content publishers can offer, on making the distribution of said content more efficient, and on better advertising experiences.

Google plans to build more features in AMP in the future, as the project evolves. One thing that’s going to change once AMP websites become available is the Google Search experience. AMP sites will load even faster from search and people searching on mobile devices for news will see a “Top Stories” carousel atop of regular results, and will be able to swipe through them (see top image).

By making the web even faster, Google will also help its own bottom line, as the company’s AMP project seems to ensure that mobile ads will not hinder load times and overall experience, potentially preventing users from installing ad-blocking software.

More details about the AMP project are available at the source link.

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