Since launching three years ago, Accelerated Cell Pages adoption has flourished throughout the net and on cellular. Google introduced at AMP Conf 2019 right this moment that it’s addressing AMP’s largest grievance by displaying precise web site URLs.
Accelerated Cell Pages are quick as a result of content material is loaded from the Google AMP Cache fairly than a writer’s server. Nonetheless, this leads to articles that includes the google.com/amp URL prefix. For web sites, common guests can not simply see the URLs that they’re extra conversant in.
Early last year, Google introduced that it was seeking to tackle this “#1 piece of feedback” about AMP. Noting its dedication to “meaningful URLs,” Google Seek for Android and iOS already exhibits writer URLs within the app bar beneath the headline, whereas Chrome’s built-in share menu will use the unique hyperlink.
Google’s answer for the net and browser URL bar leverages Signed Exchanges that present “digital proof to a browser that the document delivered by an AMP Cache has not been modified from what the publisher intended.”
When a browser sees a Signed Alternate and may validate the signature, the browser can show the writer’s URL, no matter the place the file was delivered from.
This permits pages to look beneath a writer’s URL fairly than google.com/amp when clicked from Google.com on the net. AMP Search outcomes — when not a part of Prime Tales carousels — additionally lose the highest grey bar used to notice domains.
Signed Exchanges additionally permit for first-party cookies and storage to customise content material. Moreover, it simplifies analytics by guaranteeing that every one guests exist on one area.
Help from web site publishers, net browsers, and Google Search is required to show precise web site URLs. Chrome already options the web packaging specification, with Microsoft Edge engaged on it as nicely.
In the meantime, publishers can add help by operating the AMP Packager tool on their very own infrastructure, or asking a CDN to supply AMP Signed Exchanges. As a part of right this moment’s launch, Cloudflare is providing signed exchanges to all of its clients at no cost. Lastly, Google right this moment is rolling out help for Search AMP net outcomes to hyperlink to Signed Exchanges.