Maria Montero

Google starts rolling out better AMP URLs

Publishers don’t always love Google AMP pages, but readers surely appreciate its speed, and while publishers are reluctant to give Google more power, virtually every major site now supports this format. One amp However, the quirk that the editor never liked it is about to go away. Starting today, when you use Google Search and click on an AMP link, the browser will display the actual publisher URLs instead of a “http // / amp” link.

This move has been in the works for over a year. Last January, the company announced that it was embarking on a multi-month effort to load AMP pages from the Google AMP cache without displaying the Google URL.

At the center of this effort was the new web packaging standard, which uses exchanges signed with digital signatures for the browser to trust a document as if it were the origin of a publisher. By default, a browser should reject scripts on a web page that try to access data that does not come from the same source. Editors will have to do a little extra work and publish signed and unsigned versions of their stories.

A good number of publishers already do, as Google started alerting publishers to this change in November 2018. For now, however, only Chrome supports the core features of this service, but other browsers are likely to add as well. support soon.

For publishers, this is quite an important issue, since your domain name is a fundamental part of your brand identity. Using your own URL also makes it easier to get analytics, and the standard gray bar at the top of AMP pages showing where you are now is no longer needed because the name will be in the URL bar.

To launch this new feature, Google also partnered with Cloudflare, which released its AMP Real URL feature today. It will take a bit before it is rolled out to all users, who can enable it with a single click. With this, the company will automatically sign every AMP page it sends to the Google AMP cache. At the moment, that makes Cloudflare the only CDN that supports this feature, although surely others will follow.

“AMP has been a great solution for improving Internet performance and we were eager to work with the AMP Project to help eliminate one of AMP’s biggest problems – that it was not addressed from an editor’s perspective,” said Matthew Prince. , co-founder and CEO of Cloudflare. “As the only vendor currently enabling this new solution, our global scale will allow publishers around the world to benefit from a faster and more brand-aware mobile experience for their content.”