Google is embarking on a project to convince the group in charge of web standards to adopt technology inspired by its Accelerated Mobile Pages (AMP) framework. In theory, it would mean that virtually any webpage could gain the same benefits as AMP: near-instantaneous loading, distribution on multiple platforms, and (critically) more prominent placement on Google properties.

Google is embarking on a project to convince the group in charge of web standards to adopt technology inspired by its Accelerated Mobile Pages (AMP) framework. In theory, it would mean that virtually any webpage could gain the same benefits as AMP: near-instantaneous loading, distribution on multiple platforms, and (critically) more prominent placement on Google properties.