Google Supports AMP Pages for Publishers
Google announced in official blog post for support AMP pages in web search results also known as “blue links” powered by signed exchanges, which means publishers can use their own domain when content is fully loaded in Google search. Currently Google Support AMP Pages for Publishers only in chrome browser, but they are planning to expand availability for other browsers that support the necessary web platform features.
Here is how it looks like:
What Is Signed Exchange?
Google explained that signed exchange is a file format, defined in the web packaging specifications that allows the browser to trust on a document, if it is belongs to your origin. This allows you to use first-party cookies and storage to customize content and simplify analytics integration.
Your page appears under your URL instead of the google.com/amp URL. Google links to signed exchanges when the publisher, browser, and the Search experience context all support it. As a publisher, you will need to publish both the signed exchange version of the content in addition to the non-signed exchange version.
Why Google Supports AMP Pages for Publishers?
AMP stands for “Accelerated Mobile Pages” and you can find that AMP pages load more faster and look simpler rather than regular web pages. For end users it very confusing when they see https://google.com/amp/ instead of an real publisher URLs, due to Google’s cache AMP pages served like that. But now Google is trying to split the difference between the openness of the web and the safe, controlled nature of those other standards.
As a content publisher, it seems like when you register an SSL certificate, you register your signed exchange with a provider, CloudFlare partnered with Google to provide some serious benefits to sites which use AMP. The more modern browsers can then look up the AMP cache URLs to see if they have a match in the registry and then show the defined URL by the publisher.
To find out more about AMP, check out ampproject.org.