Making sure your online pages load fast is key to delivering a good user experience, right? That’s all the reason you need to get hands-on with Google’s new Portals web platform.


Because Google claims it will provide a new way of loading and navigating through web pages. In fact, Google engineers hope the new technology will take over the web and become the standard way in which websites transition between links.

These changes promise to have a profound impact not just on e-commerce, but on any business whose model relies on the Search Engine Results Pages (SERPs).

How will it work?

Google says Portals will work with the help of a new < portal > HTML tag, which works similarly to < iframe > tags and lets web developers embed remote content in their pages.

An upgrade over iframes, Portals technology allows users to navigate inside the content they are embedding; Portals can overwrite the main URL address bar, making them useful as a navigation


In plain language, when a user opens a Portal, that becomes the top-level page, enabling fluid journeys within a site or across multiple sites.

Another advantage of using Portals over classic links is that the content inside Portals can be pre-loaded while the user scrolls through a page, and is ready to expand into a new page without having the need to wait for it to load.

Portals are supported in the latest version of Chrome Canary for Android, Mac, Windows, Linux, and Chrome OS. Chrome Canary is an experimental version of Google’s cutting edge web browser aimed at developers, experienced techies and browser enthusiasts. 

What does Google have to say?

Google CEO Sundar Pichai has said that “We are moving from a company that helps you find answers, to a company that helps you get things done.”  

Whatever you think about that, the company’s focus on the future of Chrome is now on making the web quicker, more powerful and safer. Tools like Portals and Web Packaging will help developers create web links that feel as seamless and fluid as a native app.

Speaking specifically about the future of Chrome, Google Director of Engineering Dion Almaer and Senior Director of Product Ben Galbraith said that “What makes the web special in today’s landscape is this massive open-scale platform where all of us can freely connect with each other and where new experiences are just a link away.”


Read more at the Harrison Carloss blog and get the latest news and insights from the world of marketing.

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