> MAX = <reasonably fast load time>
If you define 'reasonably fast' as ~10ms after click, the only possible option is AMP. Even a .txt file will be orders of magnitude slower.Privacy reasons mean that it is basically impossible to load the content from the publisher's server until after the user clicks on the result. If you wait until the user click event to load the content, then there is nothing you can do to avoid a full network round trip.
AMP preloads the minimal content before the click, removing the round-trip. That's the whole magic, and the only way to get the 'instant' load.
There are unavoidable technical requirements to do this:
- Loading from Google's (or link provider X's) servers to preserve privacy.
- Constraining the html so that the load itself can't break privacy or add jank to the search result page.
If you aren't willing to accept these constraints, then you are always going to face a network round-trip in added latency. You can't have all 3 of:
- Zero perceived latency
- Privacy
- Serving from the publisher server
You can only pick 2. AMP forces choosing the first 2 which are what the vast majority of users care about.
Then AMP goes way out of it's way to give publishers back everything they could possibly miss from the 3rd.