New Direction with Google AMP technology

Last Update: March 19, 2018

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.
https://www.ampproject.org/

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:
https://amphtml.wordpress.com/2018/03/08/standardizing-lesso...

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.

Any thoughts?

~Jude

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JamesJB Premium
I had installed Amp, but then I ended up having too many plugins. I ended up deactivating for now.
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judebanks Premium
The whole point of AMP is to have faster loading times. Too many plugins can do the opposite..lol.

I prefer the new direction announced, which indicates they might drop AMP in its present form. ~Jude
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JamesJB Premium
Exactly! I think I'll lie low for a while and see if Google does in fact does drop AMP.
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Memorylaneuk Premium
I have it installed and don’t think I am encountering any problems but I think I may go off and do some checks. I’m not great at technical analysis and what it all means but I will have a go.
With Grace and Gratitude
Karen
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judebanks Premium
If you're not having any issues, Karen, and it is making your mobile users experience faster loading, and especially if you have high ranking for that content, then it's best to leave it alone.

For anyone who has not yet installed it, I think it's okay to hold off,. And for anyone having issues with it, I would not spend a lot of time trying to fix it at this point.

It doesn't hurt to check it to make sure it is working properly for you, as you say.

~Jude
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Jewelia Premium
Jude, thank you very much for this information. It came just in time for me because I was thinking of installing AMP on my 2nd website. I truly appreciate your sharing of your findings! I'll hold off too then. Let's see what's next on G's plate. :)

All the best,

~ Julia
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judebanks Premium
You're welcome, Julia. I was thinking of installing it too but changed my mind when I read between the lines of Google's announcement.

I also found a statistic by W3Techs which reports AMP being used by less than 0.1% of websites, whereas HTML is used by 80.6% of websites. ~Jude
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MarvH Premium
Thanks for sharing Jude and keeping us up to date.
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judebanks Premium
Thank you for stopping by, Marv. :-)
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WaynePro Premium
That's very interesting, Jude. I am really not up to speed on this and your post provides me with some great information. I will read the Google announcement link. Thanks for sharing it.

Wayne
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judebanks Premium
Thanks for reading Wayne. Glad you found it interesting. I saw member's asking whether they should be using the AMP plugin, so I thought I'd post the latest news from Google.

Personally I think G created a bit of a mess and they now realize that too many websites are not using it. They need to find a graceful way out of not reducing the rank of otherwise quality authority sites that might take 2 seconds longer to load.

At the same time, they need to pursue the technology of instant loading pages for all in order to give a better user experience for their search customers. ~Jude
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WaynePro Premium
I agree, Jude. Thanks

Wayne
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