Google continues to make major investments in improving the performance of and user experience on the web. This has been primarily through the Accelerated Mobile Pages (AMP) framework, which was first launched in 2015 and has been aggressively developed, promoted, and integrated into publishing platforms ever since. Initially viewed as another proprietary format (even though it is open source), in addition to only providing a limited feature set at launch, the AMP framework has struggled with widespread adoption. Support for AMP across the entire web currently stands at less than .1%. However, sites that have adopted AMP have seen encouraging gains in site performance and conversions (which presumes a correlating better site user experience). These and other noted benefits have led Google to begin working toward taking the technologies utilized by AMP and folding them into open web standards. From the announcement today: “The standardization work motivated by AMP is well under way through various WICG projects. Google’s goal is to
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