Google has opened up its Accelerated Mobile Pages (AMP) to websites beyond media and news companies.
The service, which was made exclusively available to publishers to accelerate load speeds in March in a bid to lessen the burden of its ad network, is inviting the wider web to get on board.
AMP has previously had difficulty getting publishers up to speed with the changes, so this latest roll out comes as a demo and will remain so for the next few months.
Google announced that the move will not implement a ranking change: “To clarify, this is not a ranking change for sites. As a result of the growth of AMP beyond publishers, we wanted to make it easier for people to access this faster experience.”
Currently there are more than 150 million AMP docs in it's index, with over four million ones being added weekly. The development comes a day after eBay, Rakuten and Fandango signed up for AMP on their retail sites.