Google has confirmed that they are currently testing filter buttons for product listing ad campaigns.

In this testing, a special “In Store” filter for Local Inventory Ads is also being tested by the search engine giant.

After spotting the test, Merkle RKG stated, “The filter buttons appear to show up when superlatives like “best” or “top” or other qualifying adjectives are not used in the query.”

Here is the screen shot shared by the Merkle RKG team for “keurig coffee makers”, which showcases filter buttons for In Store, Top Rated and Up to $130. On clicking any of the filter, the Shopping page that appears, displays the products that meets the filter requirements. These buttons have a great potential to attract more visitors to Google Shopping pages, which gives more advertisers a chance to be found.

Talking more about Google’s new update, a representative of Merkle RKG further stated, “The In Store filter is particularly interesting as a way for consumers to be able to quickly see stores nearby that carry the product. The Best Buy ad in the screen shot above is an example of a Local Inventory Ad, showing the product is available for pickup in a Best Buy store located 7.3 miles (from the user) in one place. These are becoming increasingly important for brick-and-mortar retailers.”

According to Merkle RKG team, they have noticed a significant rise in ads with in-store pickup being selected since mid-May. One of the advertisers has even seen in-store pickup orders going triple in the last month.

Google introduced RankBrain for around 15% of search queries in October 2015.

And, now Google is more confident about it and widely using RankBrain algorithm for every search query, which is directly impacting the rankings a lot.

The news evolved a few weeks earlier as a part of Steven Levy’s Backchannel story about Artificial Intelligence and machine learning efforts of Google. From the story, in account to RankBrain:

“Google is characteristically fuzzy on exactly how it improves search (something to do with the long tail? Better interpretation of ambiguous requests?), but Dean says that RankBrain is “involved in every query,” and affects the actual rankings “probably not in every query but in a lot of queries.”

What’s more, it’s hugely effective. Of the hundreds of “signals” Google search uses when it calculates its rankings (a signal might be the user’s geographical location, or whether the headline on a page matches the text in the query), RankBrain is now rated as the third most useful.”

It is well known that RankBrain is considered as the third most useful search ranking signal behind content and links. Last year, Google has publically announced that they are using RankBrain for a large fraction of 15% of search queries.

In short, one can say that Google is very much confident in RankBrain’s mysterious abilities that it can now be used for every query that are handled by them, approximately around a couple of trillion quires per year.

What is the role of RankBrain?

RankBrain is changing ranking for every query, but for a lot of queries, how can that be possible?

Actually Google is utilizing RankBrain as search refinement tool, and it seems that they are using it for every search in order to get better understanding about the queries. Another aspect of RankBrain might impact search results and its ranking, but not always.

Imagine that RankBrain looks for a search for “best schools in New York”. In such cases, RankBrain might understand it similar to other popular search queries, such as “best NY schools.” If so, then it is likely to translate the query to popular queries related to it, and then display ranking results in accordance with that. It can do that as for a more popular search query, Google undoubtedly has much more user data that helps RankBrain confident enough about the quality of the results.

Though RankBrain changed the ranking of search results, but it is done with different search not because it used any special ranking factor to alter the accurate listings appearing in the results.

Search engine giant said they are also using RankBrain as an actual ranking signal. Now, it becomes a cause of worry for SEO and search marketers, how to deal and tackle with RankBrain in order to show their content on the top of Google queries result. Answer is straight forward and simple nothing to do just focus on great content. RankBrain is ultimately designed to reward great contents. So, your focus should be delivering a best content, which is always true in SEO.

Google is now considering Accelerated Mobile Pages over top stories into its organic mobile search results.

“Though Google is positive to include AMP pages in its search results, but still AMP pages will not receive a rankings boost,” said one of the member of Google community.

It means, mobile users are going to see a lighting bolt logo of AMP, besides the content, which will indicate that the content is available for mobile format, comparable to ‘mobile-friendly’.

Google’s VP of Engineering, David Besbris told, “AMP pages will not receive a ranking boost, though Google has suggested in the past load time and page speed are (or will become) mobile ranking factors.” Further explaining, he said, “However, that where there are two identical pages, one AMP and one mobile-friendly, Google will serve the AMP page.”

In February, Google had introduced AMPs into top stories carousel for mobile users. According to Besbris, “Since AMP’s introduction last year, there are now more than 150 million AMP documents in Google’s index with roughly 4 million being added weekly.”

Initially adopted by news publishers, Google said that a wide array of non-news publishers, including some e-commerce giants like eBay, Fandango, Reddit, Flipkart, TripAdvisor, Disney, Food Network and many others, have also embraced AMP.

While answering to question about consumer response to AMP and whether there was any preference for AMP pages,  Besbris said, “It’s still early and explained that consumer awareness was “not well established.” Google is hoping to rectify that and expose more people to AMP and its benefits.” As per the search engine giant, the different benefits of using AMP are as follows:

1. AMP pages are 4x faster, use 10x less data compared to non-AMP pages
2. On an average, AMP pages load in less than one second
3. 90 percent of AMP publishers experience higher CTRs
4. 80 percent of AMP publishers experience higher ad viewability rates

Google sees open-source AMP initiative can help mobile users to get speed loading content. AMP is introduced to compete with Facebook Instant Articles and Apple News; moreover it has expanded well beyond news into other categories including e-commerce

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Google has recently released a new help document defining three core metrics of the Google Search Analytics report: impressions, position and clicks.

With this new document, the company has put a full stop on the heated argument about what Google means by positions in the Google Search Analytics.

Webmasters can easily find this new help document within the Google Search Console. The document also explains how these metrics change according to the results. For example, “an impression for a basic blue link in the search results is counted when the page loads, but not when the user scrolls past the result. But an impression for a result in a carousel only is counted when the user scrolls past the result.”

This new help document is live on Google Search Console, however Google has stated that definitions may change in this document. As per Google, “The heuristics described here — such as the visibility requirement for an item in a carousel, or the position numbering—are subject to change.”

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Recently, Search Engine Giant has posted a “journey” showing how developers can effectively use AMP to build their e-commerce webpages. Google stated, “AMP is a natural fit for e-commerce because AMP makes webpages fast, and fast pages help with purchase conversions.”

Google posted examples of how to develop an e-commerce site using AMP. That means from the home page to the purchase phase, which technically will take the user off AMP and onto HTML or Progressive Web App (PWA) and would offer the best user experience to their users.

The AMP blog of the Google has documented designing of your home page, landing pages, browse pages, related product widgets and product pages with AMP. It also clearly explained, how you can use amp-access for personalizing and customizing the content to the user. “Then, if you are using PWA for your website, you can use the amp-install-service worker to install a service worker for your domain regardless of where the user is viewing the AMP page. You can then preemptively begin caching content from your PWA so that when the transition out happens, all of the needed content is cached, keeping the experience fast and the customer engaged,” Google stated.

SEOs across the globe are thinking, should they take AMP route for their e-commerce sites. Of course, they should as eBay is testing their AMP

Bing Ads official made an announcement on 7th June that they are creating a unique feature that will allow advertisers to automatically redistribute budget across multiple campaigns present in their account.

This interesting feature will allow advertisers to apply budget to some or all campaigns in an account. Through Shared Budgets, advertisers can get assistance in optimizing the budget by automatically sharing the unused daily budget from low-spending campaigns to those that have capability to drive in more traffic with more budget. The Shared Budgets is also a great feature for advertisers with fixed budget. Advertisers can effectively utilize their daily limited unused budget for those ad campaigns that have hit the budget cap for the day.

Talking more about this new feature, one of the representatives of Bing Ads wrote on their blog post, “Say you have a budget of $20 to be used uniformly between two campaigns every day. On a given day, Campaign A spends only $8 (of its $10 budget) because it got fewer impressions and clicks than usual. Using Shared Budget, if Campaign B is performing well Bing Ads will automatically allocate that unutilized $2 to Campaign B. This will increase the chances of that unutilized budget being used to send you more traffic.”

The Shared Budgets feature is being created for the web UI, API, Editor and mobile apps on iOS and Android, and will be included in the Shared Library in Bing AdWords.

Bing introduces its first bid strategy, Enhanced CPC, which is aimed at automatically optimizing bids for conversions.

Machine learning powered Enhanced CPC analyzes several signals and based on past conversions indicates whether a searcher is more likely to convert or not. “When you enable Enhanced CPC for your campaign, Bing Ads will automatically adjust your bids in real time so that you bid up to 30% higher on users that are more likely to convert and bid up to 100% less on users less likely to convert,” company stated. Bing Ads claims that with Enhanced CPC activated, you can more likely see an increase in conversions at a lower CPA in your campaigns.

This bid strategy relies on Bing Ads’ Universal Event Tracking (UET) conversion tracking code. So, advertisers need to have that implemented in order to use Enhanced CPC and have sufficient conversion data recorded for the optimization to work. This conversion tracking code is even compatible with third-party bid management tools.

Once you have set a campaign to use Enhanced CPC, you can still set ad groups and keywords to Manual CPC within that campaign.

A new Bid strategy-type column has been integrated in Bing Ads reporting. In the bid column, you can easily visualize see where the bid strategy is activated.

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Google search console has now changed the way of scanning AMP errors, which means those who have deployed AMP on their websites may encounter with an update button on AMP error report.

After this update, people can observe an increment or decrement in reported number of errors. Google has prepared a document to explain users that they didn’t need to make any changes to their site in order to deserve the increment or decrement in reported number of errors. This change is occurring only because the Google has changed its way of scanning AMP errors.

As per the Google, “You might see a fluctuation in your AMP data, due to a change in our scanning process.” Adding more to their comment John Mueller from Google Twitted that this is not going to affect the indexing or ranking of the page, it is just a change in the Google Search Console AMP error reporting. According to Mueller “It’s an internal change re which AMPs to include in that report; it doesn’t affect indexing/ranking.”

Check the screen shot of newly introduced AMP error report below that show a drop in errors on September 19, 2016:

People are claiming that they haven’t made any code changes in their site between now and then, but getting the increment or decrement in reported number of errors. So, you can say, this is occurring because of Google internal changes to this report.

Google lately released search trends for 2016 in nine categories from overall searches ranking to the most searched people and news trends.

In their most prestigious global searches 2016 list, Pokémon Go has been at the top following iPhone 7 and Donald Trump.

The American singer Prince’s sudden demise and craze of Powerball boosted their presence in search ranking and respectively got fourth and fifth position in the list.

The Google’s top 10 popular searches are the mix of technology trends, famous personalities, top movies, and events.

Here are the top 10 popular searches of 2016:

1              Pokémon Go
2              iPhone 7
3              Donald Trump
4              Prince
5              Powerball
6              David Bowie
7              Deadpool
8              Olympics
9              Slither.io
10           Suicide Squad

US presidential candidates Trump and Clinton were on the top two slots of most searched people in 2016. Another US politician, Bernie Sanders managed his name at sixth position of the list. Apart from these politicians, three prominent Olympians also made their presence in the list, including Michael Phelps, Simone Biles and Ryan Lochte.

People. Global. 2016

1              Donald Trump
2              Hillary Clinton
3              Michael Phelps
4              Melania Trump
5              Simone Biles
6              Bernie Sanders
7              Steven Avery
8              Céline Dion
9              Ryan Lochte
10           Tom Hiddleston

US Election, Olympics and Brexit were the top three news stories searched on the Google in 2016.

Global News. Global. 2016

1              US Election
2              Olympics
3              Brexit
4              Orlando Shooting
5              Zika Virus
6              Panama Papers
7              Nice
8              Brussels
9              Dallas Shooting
10           熊本 地震 (Kumamoto Earthquake)

Movies, musicians, consumer trends, TV shows, global sporting events, and losses are a few other search trends of 2016 that Google has formatted and published. These lists can be easily embedded and shared, apart from it, you can also drill down into individual’s list to see how they trended on the search engine throughout the year.

Google has also shared “Years in Search” video that covers all the major happening of 2016.

Bing has now introduced a new campaign creation platform in order to provide best campaign setup and activation process for easier workflow of advertisers.

While going through campaign setup, you will get additional options that will make your task easy and eliminate the hassle of going back or remembering the things after the campaign creation. Their built-in performance estimation tool allows the campaigner to get settings from the outset.

The campaigner has to select their marketing goals while initializing the new campaign or importing the campaign from Google, or through file or keywords.

As per your marketing goal, the search engine will suggest you different features to start your campaign. They have provided a revised Campaign Settings screen, with which you can copy settings from an existing campaign. You can also have consolidated location targeting options, such as radius targeting management, along with other location targeting.

At the stage of setting of add group and selecting keywords, Bing offers keyword suggestions based on the URL of your website. The tool provides monthly report of search volume, scale of competition and average CPC for each keyword in this latest view. Campaigner can add, edit and remove keyword suggestions for multiple ad groups, however keyword estimates and suggestions are yet not available in all languages or countries.

Their add extension are built to make your campaign impressive for the searchers. Here, setting up a campaign will become easy for the campaigners as they have access to the library of ad extensions, and the search engine will also highlight the ad extensions that align with campaigner’s marketing goal.

At the final stage of your campaign set up, you can set your budget and bidding options. Based on the campaign set up, Bing Ads provide performance estimates to their advertisers.

Google has launched top lists and critic reviews for local search results.

With this new update, Google is now including “Reviews from The Web”. This new feature will now bring user ratings and reviews from third party websites to the knowledge panel for all of the local spots across many verticals including restaurants, shops, parks and much more.

When the critic reviews were first introduced in August, many criticized that popular review sites including TripAdvisor or Yelp, are not eligible to be included. But, “Reviews from The Web” is intended to accept user ratings and reviews from sites like Yelp and TripAdvisor, as the reviews and ratings provided here are generated by the consumers rather than ‘critics’ and ‘experts’

In mobile, reviews from the web will be visible above critic reviews and best-of-lists in a horizontal presentation. Whereas, on the desktop, it will appear in the Knowledge Panel as critic reviews do. Google has provided a screenshot to shows how it looks on phone. Publishers using Schema markup for reviews are eligible to be included.

In the first version of “Reviews from The Web”, there will be collective user ratings and reviews of up to three review sites, as shown in the screenshot above. The order of appearance is determined by relevance, as stated by Google. Reviews from the web will appear across numerous local verticals, as per the Search Engine Giant.

However, Google is still collecting their own reviews. In addition to Reviews from the web, it will also show results from three review sources, including its own, critics’ reviews and third party review sites.

Google critics may see the move as part of a larger land grab by relating it to Yelp’s criticism of critic reviews and best-of-lists. However, Google clarified this as an attempt to provide as much useful content as possible about places to local searchers.

Search Engine Giant, Google made an announcement that they are working on a new format of text ads.

From past few months, Google has been removing text ads from the right rail of the search results on desktop, and now a new format – Dubbed Expanded Text Ads, featuring longer headlines, is being tested by them.

Extended headlines have become the norm

Presently, advertisers can extend headlines to include the first line of description copy, in case if that line ends with a punctuation mark. This feature was limited to ads that were served in the mainstream, but now with the end of the right side ads, Google can change the convention text ad formatting system wide.

One of the biggest differences in this test   is that now text ads will display a double headline and the full 70-character count of description copy. Here is a screen shot of before and after look of the new version of text ads which was soon deleted from twitter as it went viral amongst the advertisers.

Recently, Google announced that they are working on a new format of text ads. A few months back, search engine giant removed text ads from the right rail of the search results on desktop, and now the new format, Dubbed Expanded Text Ads, is being tested by them that will feature longer headlines.

Extended headlines have become the norm

Presently, advertisers can extend headlines to include the first line of description copy, in case if that line ends with a punctuation mark. This feature was limited to ads that were served in the mainstream, but now with the end of the right side ads, Google can change the convention text ad formatting system wide.

One of the biggest differences in this test   is that now text ads will display a double headline and the full 70-character count of description copy. Here is a screen shot of before and after look of the new version of text ads which was soon deleted from twitter as it went viral amongst the advertisers.

Display URL format changes

The other changes that Google has made with this test include the display URL formatting. Now advertisers will have the option to add on to two paths or directories to their domain name. In the above picture, it shows that the advertiser would have entered two paths as “/NewYorkCity” and “/Budget.”

As per the news, now in AdWords there will be a new field for the second headline, a single field for description copy, as well as new fields for the Display URL paths.

Closed Beta

Search engine giant, Google has yet not officially confirmed about the launch of this test, but one of their spokespersons told, “We regularly test different ad formats with the goal of providing useful information to users and driving even better results for advertisers. Beyond that, we don’t have anything to announce at this time.”

Google has recently taken strict actions against mobile sites and penalized those that were tricking users and redirecting them to unwanted websites.

Last year in October, search engine giant warned Webmasters to avoid tricking mobile users and redirecting them to unsuspecting websites. Well, after about 6 months, Google has finally announced on Google+ as well as Twitter that they have been taking serious actions against spam websites that were sneakily redirecting mobile users to unwanted domains. Google also issued another statement with a correction that they have not taken any manual actions recently, but this post on Twitter was just to make webmasters aware not to use sneaky redirects.

One of the representatives of the Google wrote, “As mentioned in Webspam Report 2015, spam reports from users are an important part of our spam-fighting efforts. They often help us surface issues that frustrate users — like the trend of websites redirecting mobile users to other, often spammy domains. To combat this trend, we have been taking action on sites that sneakily redirect users in this way.”

Here is an example of sneaky redirect:

Google’s representative further added, “If your site has been affected, read this Help Center article on detecting and getting rid of unwanted sneaky mobile redirects.”

Search Engine Giant, Google announced about the launch of a new mobile friendly website testing tool.

This update was noticed and reported the next week after its launch.

The initial version of mobile-friendly testing tool was launched in November 2014 and since then it is the largest-looking update, which seems cleaner, more spacious and faster than the initial.

Here is the new look of mobile friendly testing tool:

Here is the screen shot of the initial version:

Talking more about this update, Yaniv Loewenstein from the Google Search Console Team wrote, “The updated tool provides us with room to continue to improve on its functionality, and over time, we expect it to replace the previous Mobile Friendly Test. Additionally, of course this tool also works well on your smartphone, if you need to double-check something there!”

Below is the scree shot of the alerts that one might notice:

A few months back, Google announced the new upgrades for their iOS apps, which are especially designed to deliver a faster mobile experience.

As per search engine giant, they have sliced down the loading time of the apps and is rolling out AMP content on the Google iOS app with this update.

Talking more about this update, an article from the Google’s Inside Search Blog read, “Now news articles from a vast array of publishers will load instantly for your reading pleasure. Just look out for the lightning bolt and “AMP” next to articles in the “Top Stories” section of your search results and enjoy blazing-fast news.”

Besides faster experience, the Google’s iOS app will also get sports highlights within the Now Cards.

Google’s VP of product management, Tamar Yehoshua, wrote more about this update, “When you get a card with a sports highlights, just tap the play button and watch it right from the app.”

According to search engine giant, this update will save users a combined 6.5 million hours in the app this year.

Google announced on its Small Business blog about the launch of a business friendly tool that will help individuals test their desktop as well as mobile website’s page speed and mobile-friendliness, without any hassle. This tool will provide a helping hand to the small businesses in testing their desktop and mobile sites all in one place, rather than visiting specific mobile-friendly testing tool and/or page speed testing tool.

The unique features of this tool are:

1) One page, three scores.

2) Google to mail a comprehensive report to the individuals for sharing it with their webmaster team.

3) Google to display a score on the scale of 100 for how mobile-friendly the website is.

As per search engine giant, here is what the scores reveal:

Mobile Friendliness: It is determined on the quality of the experience of users browsing through the website on their cellular devices. To rank high on mobile friendliness scale, a website must be easy to navigate on small screens, have tappable buttons as well as important information up front and center.

Mobile Speed: The score of mobile speed is displayed on the basis of the time taken by the websites to load on the mobile gadgets. If it takes long, then probably individuals may move to the next website.

Desktop Speed: The desktop speed score is determined by the time taken by the websites to open on desktop computers. The overall score for desktops combines both, the strength of customers’ web connection and the elements of the website.

Here is the screen shot of the report of Search Engine Land:

It is just an overview, but much more specific than the one that Google’s webmaster/developer-focused options has provided in the past. As the user moves down, they will receive more details on how to make their websites mobile friendly and faster on desktops as well as browsers.

Below is the screenshot of the report of SearchEngineLand.com, which Google mailed them later:

From December 27, 2016, Google is sending notifications through Google Search Console to websites that are operating their login pages on HTTP URL, rather than HTTPS URL. The notification states that non-secure collection of passwords will generate warnings for HTTP websites in latest Chrome 56.

As per Google, the latest version of Chrome will trigger security warnings from January, 2017 to websites serving login pages on HTTP URL. The message states:

“Beginning in January 2017, Chrome (version 56 and later) will mark pages that collect passwords or credit card details as “Not Secure” unless the pages are served over HTTPS.

The following URLs include input fields for passwords or credit card details that will trigger the new Chrome warning. Review these examples to see where these warnings will appear, and so you can take action to help protect users’ data. The list is not exhaustive.”

Google Webmasters even posted on Google+ stating, “From the end of January with Chrome 56, Chrome will mark HTTP sites that collect passwords or credit cards as non-secure. Enabling HTTPS on your whole site is important, but if your site collects passwords, payment info, or any other personal information, it’s critical to use HTTPS. Without HTTPS, bad actors can steal this confidential data. #NoHacked”

Search engine giant has been pushing websites to go HTTPS, thereby including ranking boost.

Here is the copy of security notification issued by Google to websites who have login pages on HTTP URL.

Search engine giant lately introduced a new update to its app, with which you can now organize Google app cards into two categories – interest and upcoming events.

Fred Brewin, the product manager of Google stated on Google search blog “Starting today, in the Google app on Android (and coming soon to iOS), your cards will be organized into two sections. A feed that keeps you current on your interests like sports, news, and entertainment, and a section for your upcoming personal info, like flights, appointments and more.”

As per Google, a user’s feed will now become more relevant as they keep on using Google.  Moreover, to make the feed personalized Google has also added a card that will allow users to choose topics specific to their interest, besides providing a customize option in settings.

The upcoming cards will work as a Dashboard, allowing users to list various things, such as daily schedule, event indicator, or even delivery updates, whose details app pulls from other Google products like Gmail, Hangouts, Google+, and more.

Here is the demonstration of Google’s newly upgraded card:

Due to a bug, AdWords Partners received an email stating, “You’ve lost your Search Ads specialization” and they have to prove their expertise to get it back.

The emails sent to AdWords Partners on October, 27^th are apparently triggered due to a bug. Steve Seeley, an internet marketer, tweeted with the screen shot of email and notified other AdWords partners by stating, “Not flip out if you got emails like this last night or this morning. It is a bug. Our entire status is blank.”

When observing their performance, AdWords partners got to see scores and spend fields empty.

Gianpaolo Lorusso, an Italy-based digital marketer said most probably it is a global bug, and will affect the US, Italy, Austria, Germany, Spain and Switzerland.

Later a spokesperson of Google told, “Due to a bug, we sent an inaccurate email to a number of agencies about their Partner status. We’re asking them to disregard these notices. We’re working to fix the issue and will let our partners know when it’s resolved.”

On October 30^th Google has resolved this issue, and informed the advertisers about the same through the email.

With 600 AMP pages on 700,000 domains, Accelerated Mobile Pages (AMP) is celebrating its first birthday. A year back, the Google started AMP, which not only supports the mobile devices, but are also highly preferred in the Google search results on mobile. According to reports, AMP publishers are getting more traffic and engagement on their sites. Here are shared a few of the examples:

• Washington Post — 23% increase in mobile search users who return within 7 days
• Slate — 44% increase in monthly unique visitors and a 73% increase in visits per monthly unique visitors
• Gizmodo — 80% of Gizmodo’s traffic from AMP pages is new traffic, 50% increase in impressions
• Wired —  25% increase in click through rates from search results, with CTR on ads in AMP stories up by 63%.
• Relay Media — in the last 30 days has converted over 2.5 million AMP pages for publishers like The Daily Dot, Hearst Television and The Miami Herald, which reveals mobile users who start with an AMP article spend 10% more time than those who land on regular mobile pages.

Last month, the Google included AMP in their main mobile search results. Although, the search engine giant has denied that AMP pages has a ranking factor, but they said it will show links to AMP pages rather than other versions of the same page.

Google spent a lot of time over the past several months convincing publishers and developers to adopt responsive design for improving mobile user experience. AMP is a part of their responsive designing, however it loads faster than the responsive pages. Ultimately AMP pages will be preferred over the responsive pages, however Google is yet to take official stance on it.

Adding a bit to the current controversy, head of Global Product Partnerships at Google, Adam Greenberg said, “AMP pages will override app deep links for the foreseeable future.” It can be a matter of debate whether this provides the best user experience or not.

AMP is an initiative that aims at enhancing the mobile browsing experience of the users. Being an open-source, AMP is convenient for the companies to adopt and provide an improve user experience to mobile web users. An alternative of apps, AMP is foreseen by Google to be much successful in the future.