Google has rolled out Accelerated Mobile Pages (AMP) for mobile search results in India. The search company says that AMP does not affect search rankings, only load speed on devices. Google claims that it takes less than a second to load an AMP page, and that currently, there are 600 million AMP ‘documents’ in 104 languages.

In India, AMP is used by Zomato, News18, NDTV and Aaj Tak among others, while globally, eBay, Pinterest, WordPress and Reddit use it too.

The AMP timeline:
– In September 2015, Google and Twitter started working on an open source project (then also called AMP) which would show their users cached copies of their publishers’ websites.
– In October 2015, Google launched AMP to speed up web page load times by plugging a piece of Google code into publishers’ websites. It then claimed that AMP cut down load time by 15-85% in initial tests and then had 38 publishers including BuzzFeed, The New York Times, The Washington Post, the Financial Times, Vox Media and the Daily Mail.
– In August this year, Google extended AMP to all its search results, including the Top stories section, 6 months after Facebook made its Instant Articles available for all publishers, regardless of their size and location.

Google data centre in India
Last month, Google said it would set up a cloud data center in Mumbai, among other cities worldwide, to be operational by 2017. The data center expansion was aimed at growing its cloud business—Google Cloud Platform (GCP)—to support more software environments, and applications, power its customer solutions, Gmail and Android.

Google’s India centric initiatives:
– Last month, Google launched Google Play Music, the streaming service and music store, on PC and Android in India.
– In the same month, Google India announced key improvements including better data-saving features, offline capabilities, improved download manager, and integration of machine learning into Google Chrome browser for better content discovery.
– In August, Google started letting its users place orders for food delivery from Swiggy, Zomato, Dineout and Bytplus from its search page. Google maps integration with Uber was rolled out in India in February 2015.

Related reads:
Google wants more public WiFi partnerships through Google Station
Google’s internet education program for rural Indian women now live in 9 states

Our Google coverage.