Google’s effort to give the web a speed boost is pressing more firmly on the gas pedal.

The Accelerated Mobile Pages Project is moving beyond news sites to include other destinations on the web. Google is partnering with sites like eBay along with several publishers in pushing the effort along. The initiative rivals Facebook’s Instant Articles, which also load much more rapidly and also feature a lightning bolt to denote the speedier experience.

To experience this firsthand, head to g.co/ampdemo on your mobile device and then perform a search. Google says recipes and music lyrics work particularly well in demonstrating how quickly results and pages can load. 

Google created a detailed how-to site for implementing AMP for web developers. Do-it-yourselfers who use a service like Wordpress can try out an AMP plugin so they don’t have to tweak messy lines of code. Given that Google’s own AMP blog runs on a wordpress.com site, this bodes well for support of those who blog or make other casual sites as side projects.

While AMP should alleviate what can be a frustrating experience in using the mobile web, it’s going to mean more work for developers who for years have been following the teachings of responsive design, creating a single web page that scales nicely from mobile up to desktop.

AMP harkens back to when mobile sites were entirely different than the desktop site, such as mobile.example.com coexisting along with www.example.com