Google on Tuesday announced the support for Accelerated Mobile Pages (AMP) web results that displays publisher domain URLs when content is instantly loaded via Google Search.
Google Search links to Signed Exchanges, a technical framework for the web that enables browsers like Google Chrome to display publisher URLs in cached AMP results. This happens when the publisher, browser, and the search engine context all support the connection.
The feature is available today in Google Chrome, with plans to expand into the upcoming version of Microsoft Edge.
Publishers will need to use the Signed Exchanges standard, which Cloudflare helped Google build. This technology, paired with Cloudflare’s global network of 175 data centers in more than 75 countries, allows the technology to assign each AMP page to Google’s AMP Cache -- giving the publisher’s page its own URL, not the one assigned by Google AMP. It lets publishers control their own cookies, analytics, and brand in the URL bar.
Some of the benefits for publishers include the ability to direct AMP traffic to the publisher’s website domain. All visitors, AMP or otherwise, can coexist on the same domain. There is more space to display content on mobile screens. Website visitors may be more likely to stay on sites, reducing bounce rates, with publisher-branded domains.
By relying on cryptographic techniques, AMP Real URL ensures that the content delivered to visitors has not been manipulated, protecting the sites and brands it is used on.
Today, Cloudflare remains the only content delivery network (CDN) that works with AMP Signed Exchanges.