by Laurie Sullivan, Staff Writer @lauriesullivan, March 7, 2017

Google has been struggling to regain access to China. The company seems to have found a way.

In his morning keynote in New York, Google VP of Search and AMP lead David Besbris made the announcement that Chinese search engines Baidu and Sogou, as well as Yahoo Japan are adopting Accelerated Mobile Pages (AMP) and the mobile framework will roll out to a billion more people across Asia.

The three join a growing list of search engines and content publishers and e-commerce companies using AMP such as Bing, eBay, Disney, Eventbrite. Fandango, Pinterest, Tumblr and many others.

Adobe reported recently that top U.S. publishers now see 7% of the traffic through AMP pages.

There are hundreds of millions of AMP-enabled documents across multiple geographies around the world. More than 10,000 developers have contributed code to the project.

Google estimates there are 1.7 billion AMP-optimized pages, with 35 million new pages being added weekly. There are also now 860,000 domains using AMP around the world.

eBay, for example, has optimized for AMP about 16 million pages, up from 8 million in July 2016, Senthil Padmanabhan, principal engineer at eBay, told SearchBlog. “One of the main reason we were motivated about implementing AMP is to provide a good user experience for users that come to eBay from external platforms,” he said.

For eBay it’s about providing a frictionless ecommerce experience. AMP is just one step toward this goal. The company plans to take the AMP project to other services within eBay such as payment requests and credential management, Padmanabhan said.

Padmanabhan said AMP makes it much easier for users to quickly click through pages such as when they want to quickly check prices on a variety of products. It doesn’t speed searches on the site, but it does allow users to quickly click through from one page to another.

MediaPost.com: Search Marketing Daily

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