News from the Google conference in Amsterdam

Google introduced the new format AMP Stories, launched as part of the AMP project. Now publishers will be able to create publications that consist of several screens with images or videos.

AMP-stories are created on the basis of the technical infrastructure of AMP. This allows publishers to use techniques such as page pre-rendering, optimizing video downloads and caching to optimize content delivery to the end user.

“Some stories are best told through text, while others are through images and video. On mobile devices, users view many articles, but are involved in interaction with only a few of them. Images, videos and graphics help publishers attract the attention of users and support their involvement through impressive and easily consumed visual information,” says the Google Developers blog.

Despite the fact that the Google AMP project was designed to aim at news sites, it gets more and more support among non-news resources.

According to Dave Besbris, Google’s vice president of development, currently 60% of all transitions on AMP-results in SERP are attributed to non-news sites. AMP format is actively used in such spheres as recipes, tourism, retail trade and others.

In addition to AMP Stories, at a conference in Amsterdam, Google introduced another AMP-format – AMP for Email.

Starting today, developers can access the preview version of the new AMP specification and begin creating interactive and engaging emails in Gmail.

AMP for Email is an open source specification, and Google invites developers to create solutions based on it, as large companies like Pinterest, and Doodle do.

Google has brought the following benefits of embedding AMP support in Gmail:

  • Content that is constantly updated in real time;
  • Ability to interact with the content of messages;
  • Users can perform more actions in less time without leaving the mail service.

The launch of the final version of the new specification is expected later this year.

AMP for Email can also be used by users of other email clients.