Will AMP go away anytime quickly? It appears so

Twitter recently added its Developer portal that the The Accelerated Mobile Pages (AMP) technology is being phased out in the social network.

The AMP was developed by Google in 2016 to speed up the loading of pages on mobile devices, and it helped drive adoption by rewarding pages that supported the technology with higher ranks in search results. In the beginning, support was also mandatory if news portals wanted their pages in the Google News section “Top Stories”.

Since last year, many AMP big players have started to reduce their relevance and usage. Even the Washington Post highlighted as one of AMP’s major success stories, the technology no longer supports it. Another long-term partner, LinkedIn, also began to downgrade the relevance of the AMP results.

The reason is Google too started AMP. to retire, and in August of this year it started delivering the impact of Core Web Vitals (CWV) live to the search engine for all users worldwide.

This means that instead of rating websites using the AMP version of their pages, those that perform well in CWV metrics will instead be rated better.

AMP disappearing?

The short answer is yes, it is.

Since Google began considering non-AMP pages for its Top Stories news section last year, sites that endorsed the technology have noticed the decline in referrals to their AMP pages.

Another situation that resulted in users unable to identify and prioritize AMP results was the removal of the lightning bolt indicator.

Another point that AMP is mostly gone? With good results reflecting the changes in CWV metrics to the performance of websites in general, Google announced that the lightning bolt would be back on great-scoring pages in theirs PageSpeed ​​Insights Tool, regardless of AMP support.

Why is it important for digital marketers?

You don’t have to do anything about the AMP discontinuity. However, it does mean that you can develop your website to do better on both a SEO and an experiential and performance basis.

When Google started rating websites without AMP, the company sent a subliminal message to marketers and developers: focus on the user experience, have great design and content, and load quickly. That’s enough to rank. AMP is no longer necessary!

That’s great because of it allows you to improve your SEO rank and improve the user experience while maintaining the functions of your website!

One of the main complaints about AMP technology is that it displayed an abbreviated version of the website, making it difficult for owners to give users the same experience on their original page and the AMP version of the same.

Another important change is that You don’t have to maintain two versions of the same page. This is particularly relevant for small businesses that can have a difficult time (time and money) maintaining two different sides.

What do you have to do now?

You can start Phased out your support for AMP pages to test the impact this can have on your SEO performance.

Here at Rock Content, we’ve been doing that since the beginning of this year. Of course we are still optimizing. Our traffic continues to grow enormously and we now have seven million monthly users on our global blogs. And we no longer use AMP!

It is also important to study changes and start implementing them to improve your score on CWV metrics. We have a complete instructions to help you understand and implement it.