Twitter has recently announced in its developer portal that the Accelerated Mobile Pages (AMP) technology is being gradually discontinued in the social network.
The particular AMP was created in 2016 by Google to make pages load faster on mobile phones, and it incentivized its usage by rewarding pages that will supported the technology along with higher ranks in search outcomes. Initially, its support seemed to be mandatory if news sites wanted their pages in the Google News “ Best Stories” section.
Since this past year, many AMP big gamers have started to decrease their own relevance and usage. Even the Washington Post , highlighted as one of the main AMP Success Stories, does not support the particular technology anymore. Another long-time partner, LinkedIn, also started to decrease AMP results meaning.
The reason is that Search engines also started retiring AMP , and August this year, it began to roll out the Core Web Vitals (CWV) impacts towards the search engine live for all customers globally.
It means that, instead of ranking up websites that will had the AMP version of its pages, the ones that had a great performance in CWV metrics would have their webpages better-ranked instead.
Is AMP Fading Away?
The short answer is yes, it really is.
Since last year, when Google started to consider non-AMP webpages for their “ Top Stories” news section, pages that will supported the technology started to notice the decrease of referrals for their AMP pages.
Another circumstance that made users not able to identify and prioritize AMP results was the removal of the particular lightning bolt icon sign.
Another point that AMP is mostly long gone? With good results that the modifications CWV metrics brought to websites’ performance in general, Google announced that it might bring the lightning bolt icon back to pages that will had great results in their particular PageSpeed Information tool, no matter AMP support.
Why Does It Matter to Digital Entrepreneurs?
You don’ t need to do anything regarding the AMP shift. However , it does mean you can develop your website to perform much better in terms of SEO and through experience and performance standpoints.
When Google started to rank websites that didn’ t use AMP, the company delivered a subliminal message to marketers and developers: Concentrate on user experience, have great design and content, and fast loading. That’ s enough for you to rank. AMP is not necessary anymore!
This really is great because it allows you to improve your SEO rank and enhance the user encounter while maintaining your website’ s features !
One of the primary complaints about the AMP technologies is that it showed an abbreviated version of the website, making it difficult for owners to offer users the same experience on their primary page and the AMP edition of it.
Another important change is that you won’ t have to maintain 2 versions of the same web page . This is especially related for small businesses, which can have a hard time (timely and financially speaking) maintaining two different webpages.
What Do You Have To Do Now?
You are able to start retiring your own support for AMP pages gradually to check the effects this can cause on the SEO performance.
Here at Stone Content, we have done this since the beginning of this calendar year. Of course , we continue to perform optimizations. Our traffic keeps growing vastly, and we have nowadays seven million monthly users within our global blogs. And we don’ t use AMP any more!
It’ s also necessary to study and start implementing changes to enhance your score on CWV metrics. We have the complete guideline to help you understand and implement it.