New Direction with Google AMP technology
While researching the latest on AMP technology to decide whether I should add it to my website, I came across Google's announcement on 8 March 2018
If I interpret this correctly, it means G has learned lessons from AMP technology and has decided to pursue instant loading that is "NOT BASED" (my emphasis) on AMP but on bringing the benefits of AMP to meet open web standards.
For anyone who does not know, AMP stands for Accelerated Mobile Pages.
Bringing it in line with general web standards instead of requiring a customized Google solution is a better way to go, in my opinion.
We all agree that instant loading is a good thing, except many businesses are complaining that they are losing money because Google's current solution is not working for them or is too difficult to implement.
This new direction by Google will take some time to test and develop. If AMP is working well on your website, there is no reason to remove it. If you are struggling with it, at least you now know that Google and web developers are working towards a different solution that results in the same outcome: instant loading pages.
Google's Announcement concludes:
In light of this announcement, I am holding off on installing AMP. We are lucky to have the SiteSpeed service at WA.
Read Google's announcement in full here:
Google's announcement raises one question in my mind. Does this mean more leniency when ranking otherwise mobile friendly pages that are not yet at super fast or instant loading speed?
My guess is yes, for now. I've tested the mobile speeds of several web pages recently that have position 1 rankings. To my surprise, most of those had low mobile speed scores.