Is AMP going away soon? It seems so
Twitter recently announced on its developer portal that Accelerated Mobile Pages (AMP) technology is being phased out on the social network.
Gabriel Maracaipe
Nov 29, 21 | 3 min read
amp will disappear
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AMP was created in 2016 by Google to make pages load faster on mobile devices and incentivized its adoption by rewarding pages that supported the technology with higher ranks in search results. Initially, its support was also mandatory if news portals wanted to have their pages in the “Top Stories” section of Google News.
Since last year, major AMP players have begun
to decrease its relevance and usage. Even the Washington Post , highlighted as one of the major AMP success stories, no longer supports the technology. Another long-time partner, LinkedIn, has also begun to decrease the relevance of AMP results.
The reason is that Google also started palau email list 100000 contact leads retiring AMP technology and in August this year began implementing Core Web Vitals (CWV) impacts on the search engine live for all users globally.
It means that instead of ranking websites that had the AMP version of their pages, those that performed well on the CWV metrics would have their pages ranked higher.
Is AMP fading away?
The short answer is, undoubtedly, yes.
Since last year, when Google started considering non-AMP pages in its Top Stories section, pages that support the technology have started to notice a decrease in referrals to their Accelerated Mobile Pages.
Another situation that resulted in users being unable to identify and prioritize AMP results was the removal of the lightning bolt icon indicator.
As if that wasn’t enough to prove the end of AMP, with the good results that the changes in CWV metrics brought to the performance of websites, Google announced that it may return the lightning bolt icon to pages with excellent results in its PageSpeed Insights tool . This, regardless of AMP compatibility.
Why is it important for digital marketers?
Since you can’t do anything about AMP discontinuation, keep CWV metrics in mind and keep the focus on experience and performance.
When Google started ranking websites
that didn’t use AMP higher, the company sent a subliminal message to marketers and developers: focus on user experience, have great design and If gen z doesn’t accept traditional marketing, how can we reach this golden audience? content, and fast loading. That’s enough to get you ranked. AMP is no longer necessary!
This is great because it allows you to improve your SEO rankings and user experience while maintaining your website’s features !
One of the main complaints about AMP technology was that it displayed a shortened version of the website, making it difficult for owners to offer the same experience that users had on their original page and the AMP version.
Another important change is that you won’t have to keep two versions of the same page available . This is especially relevant for small businesses, who may cg leads have difficulty (both financially and in terms of time) maintaining two different pages.