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Google’s speedy mobile publishing tool is now coming for the entire web

Any website that works with AMP will now appear in search.

Le Tour de France 2016 - Stage Twenty One Michael Steele / Getty

Google wants every mobile website to move incredibly fast — and play by its rules.

Last fall, you’ll recall, the company introduced a feature called AMP, a way for publications to load and host articles with impressive speed inside Google’s search results. Today, Google is taking the first step to spread AMP to the entirety of search results.

Right now, news outlets that run AMP pages can place them inside Google’s "Top Stories" carousel. Soon*, any website that runs the Google AMP code, not just publishers, will be able to surface these fast-loading pages inside search.

One reason for this move is that it isn’t just news publishers that are using AMP. Fandango, Disney, Food Network and eBay are among the non-media places that have built sites using AMP.

Google said the total includes some 150 million "documents," or cached web URLs, and 650,000 web domains.

How many of those are news sites that appear in Top Stories?

"The vast majority of those are not," said Rudy Galfi, the Google AMP product manager. "We’re super excited about this, because we love speed at Google," he added.

As do Facebook and Apple, which both put out recent competing features to host web news content natively. Google’s initiative, as we said when it launched, was less about a publishing product than about a way to reinvigorate the mobile web and keep users coming back for mobile searches.

Its new move, however, is not about tweaking its powerful search rankings, the company said. Meaning, websites that use AMP will get faster load times, but they won’t get a higher priority in the results.

"There’s no ranking change. There’s no plans in that direction," Galfi said.

* Today Google rolled out a developer preview of the AMP feature. The full thing is coming "soon."

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