Google brings AMP Stories to Google Search to deliver visually rich content

Google brings AMP Stories to Google Search to deliver visually rich content

Basically, the feature might make life easier for Gmail users in subtle ways, by transforming emails from static, once-and-done communications, to information portals that can react and be refreshed as necessary.

Google launched the Gmail Developer Preview of AMP for Email, enabling new levels of interaction and collaboration within emails. In January, the tech giant tweaked their search algorithms to factor a page's speed in more heavily to its overall search ranking in Google.

Aakash Sahney wrote further, "Many people rely on email for information about flights, events, news, purchases and beyond-more than 270 billion emails are sent each day!" What is AMP? AMP is a Google's project aimed at faster delivery of content.

Following Snapchat, Instagram, and then Facebook, Google also announced that it would start testing its "AMP Stories", a feature similar to Snapchat and Instagram stories but in a format that is "visually rich" and which would appear on Google search.

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The AMP framework was initially targeted at publishers as a way of making their content more accessible, and now Google wants to bring its features to email as well.

Initially, it'll only be available for those who sign up to the optional Gmail Developer Preview of AMP for Email.

Imagine you could complete tasks directly in email. Other email clients may adopt AMP for Email as well. The technology is Google's controversial solution for creating performant mobile webpages. Put simply, according to Google, AMP Stories is "A visual-driven format for evolving news consumption on mobile". It's the next step in the company's AMP ecosystem, a set of technologies created to make it simpler to build fast-loading webpages. Being a subset of HTML, it puts some restrictions on the full set of tags and functionality available through HTML, Google said in a blog. It's the result of a collaboration between Google and a group of publishers including CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and The Washington Post.

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