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As Google looks for ways to keep people using its own mobile search to discover content — in competition with apps and other services like Facebook’s Instant Articles — the company is announcing some updates to AMP, its collaborative project to speed up mobile web pages.

Today at the Google I/O developer conference, Google announced that there are now over 2 billion AMP pages covering some 900,000 domains. These pages are also loading twice as fast as before via Google Search. Lastly, the AMP network is now expanding to more e-commerce sites and covering more ad formats.

The advances serve as a counterbalance to some of the controversy that Google and others have courted through initiatives like this, which are optimised for user experience, but have been criticised for pointing people essentially to Google/Facebook/other domains and therefore taking traffic away from the sites themselves.

In a blog post announcing the news — published on WordPress, possibly to underscore how Google is trying to show this off as a collaborative, cross-company initiative? — Google takes a page from the Amazon school of stats and declines to disclose what the actual page load time is now via Google Search for HTML pages encoded with AMP (short for accelerated mobile pages).

But it notes that the improvement comes from changes that have been made at the backend, specifically with the AMP Cache, reducing bandwidth for images by 50 percent; and implementing a new compression algorithm called Brotli that Google announced in 2015 that reduces document size by 10 percent.

The list of sites that support AMP, meanwhile, has now had a massive boost with some of the latest additions focusing on social networking.

Tumblr (which is owned by Yahoo, whose search engine points to AMP pages) is now pushing 340 million blogs and 500,000 domains to render in AMP on mobile. Twitter is also now linking to AMP pages in mobile web (when you click on links in Tweets), and plans to…

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