Google wants to make your mobile browsing experience better than ever with its new Accelerated Pages Project. The company hopes to dramatically improve the performance of the mobile web so that pages, videos, animations, and graphics load “instantaneously.”

“Publishers around the world use the mobile web to reach these readers, but the experience can often leave a lot to be desired,” Google explains. “Every time a webpage takes too long to load, they lose a reader—and the opportunity to earn revenue through advertising or subscriptions.”

In an effort to change this, Google is teaming up with publishers and other technology companies around the world to build a better mobile web. Using an open framework called AMP HTML, the project is aiming to deliver “light-weight webpages” that load at lightning speeds.

More than 30 partners are already signed up to the Accelerated Pages Project, including Twitter, Pinterest, WordPress, Chartbeat, Parse.ly, Adobe Analytics, and LinkedIn — and they will be the first to integrate AMP HTML into their platforms.

Google also plans to utilize AMP HTML in products like Google News later on.

“The Accelerated Mobile Pages Project provides an open source approach, allowing publishers to focus on producing great content, while relying on the shared components for high performance and great user experience,” Google adds.

The company is also opening up its cache servers to anyone free of charge to provide more efficient caching, and it will work with advertisers to devise new parameters that will lead to increased speeds, with continued support for subscriptions and paywalls.

“We hope the open nature of Accelerated Mobile Pages will protect the free flow of information by ensuring the mobile web works better and faster for everyone, everywhere,” Google concludes.

• SourceGoogle