Reinventing the web the long way around, in a way that gives Google even more control of it. No thanks.
How Robin really feels about Google AMP:
Here’s my hot take on this: fuck the algorithm, fuck the impressions, and fuck the king. I would rather trade those benefits and burn my website to the ground than be under the boot and heel and of some giant, uncaring corporation.
Andrew looks at AMP from a technical, UX, and commercial perspective. It looks pretty bad in all three areas. And the common thread is the coercion being applied to publishers.
But casting the web aside and pushing a new proprietary content format (which is optional, but see coercion) seems like an extraordinarily heavy handed way to address it. It’s like saying I see you have a graze on your knee so let’s chop off and replace your whole leg. Instead, we could use the carrot of a premium search result position (as AMP has done) and make it only possible to be there if your site is fast.
He’s absolutely right about how it sounds when the AMP team proudly talk about how many publishers are adopting their framework, as if the framework were actually standing on its own merits instead of being used to blackmail publishers:
It is utterly bizarre to me, akin to a street robber that has convinced himself that people just randomly like giving him their money and has managed to forget the fact that he’s holding a gun to their head.
I completely agree with every single one of Terence’s recommendations here. The difference is that, in my case, they’re just hot takes, whereas he has actually joined the AMP Advisory Committee, joined their meetings, and listened to the concerns of actual publishers.
- AMP isn’t loved by publishers
- AMP is not accessible
- No user research
- AMP spreads fake news
- Signed Exchanges are not the answer
There’s also a very worrying anti-competitive move by Google Search in only showing AMP results to users of Google Chrome.
I’ve been emailing with Paul from the AMP team and I’ve told him that I honestly think that AMP’s goal should be to make itself redundant …the opposite of the direction it’s going in.
As I said in the meeting - if it were up to me, I’d go “Well, AMP was an interesting experiment. Now it is time to shut it down and take the lessons learned back through a proper standards process.”
I suspect that is unlikely to happen. Google shows no sign of dropping AMP. Mind you, I thought that about Google+ and Inbox, so who knows!
What happens when you’re AMP pages are slower than your regular pages …but you’re forced to use AMP anyway if you want to appear in the top stories carousel.
AMP isn’t about speed. It’s about control.
The elephant in the room here is pre-rendering: that’s why Google aren’t using page speed alone as a determining factor for what goes in the carousel.
When one company decides which ideas are worth supporting and which aren’t, which access problems matter and which don’t, it stifles innovation, crushes competition, and opens the door to excluding people from digital experiences.
So how do we fight this? We, who are not powerful? We do it by doubling down on cross-browser testing. By baking it into the requirements on every project, large or small. By making sure our colleagues, bosses, and clients know what we’re doing and why.
When’s the last time you can remember that a framework was given preferential treatment like AMP has been given? You could argue that it’s a format, like RSS, but no one has ever tried to convince developers to build their entire site in RSS.
I’m with Tim on his nervousness about Google’s ever-increasing power in the world of web standards.
Monocultures don’t benefit anyone.
I’m heartened to see that Google’s moving to make the AMP format more open. But this new governance model doesn’t change the underlying, more fundamental issues: specifically, Google’s use of its market dominance to broaden AMP’s adoption, and to influence the direction of a more decentralized and open web.
The incentives that Google technology created were very important in the evolution of this current stage of the web. I think we should be skeptical of AMP because once again a single company’s technology – the same single company – is creating the incentives for where we go next.
A thorough examination of the incentives that led to AMP, and the dangers of what could happen next:
I’m not sure I am yet willing to cede the web to a single monopolized company.
The hiding of URLs fits perfectly with AMPs preferred method of making sites fast, which is to host them directly on Google’s servers, and to serve them from a Google domain. Hiding the URL from the user then makes a Google AMP site indistinguishable from an ordinary site.
As well as sharing Charlie’s concern, I also share her hope:
I really hope that the people who are part of Google can stop something awful like this from happening.
Change will be controversial whatever form it takes. But it’s important we do something, because everyone is unsatisfied by URLs. They kind of suck.
Citation very fucking needed.
I’m trying very hard to give Google the benefit of the doubt here, but coming as it does on top of all the AMP shit they’re pulling, it sure seems like Google are trying to remake the web in their image.
Oh, and if you want to talk about URLs confusing people, AMP is a great example.
Harsh but fair words about Google AMP.
Google has built their entire empire on the backs of other people’s effort. People use Google to find content on the web. Google is just a doorman, not the destination. Yet the search engine has epic delusions of grandeur and has started to believe they are the destination, that they are the gatekeepers of the web, that they should dictate how the web evolves.
Take your dirty paws off our web, Google. It’s not your plaything, it belongs to everyone.
Google’s weight and power come because most of the world use it without knowing there’s an alternative. Perhaps it is time we started voicing our concerns through actions and start using alternative search platforms.
Chris is trying to give a balanced view on AMP, but it’s hard to find any positive viewpoints from anyone who isn’t actually on the Google AMP team.
I know I’ve covered a lot of negative news here, but that’s mostly what I’ve been seeing.
Ethan adds his thoughts to my post about corporations using their power to influence the direction of the web.
Heck, one could even argue the creation of AMP isn’t just Google’s failure, but our failure. More specifically, perhaps it’s pointing to a failure of governance of our little industry. Absent a shared, collective vision for what we want the web to be—and with decent regulatory mechanisms to defend that vision—it’s unsurprising that corporate actors would step into that vacuum, and address the issues they find. And once they do, the solutions they design will inevitably benefit themselves first—and then, after that, the rest of us.
If at all.
Philosophically, I’m completely against Google’s AMP project and AMP for Email, too. I will always side with the open web and the standards that power it, and AMP is actively working against both. I’m all-in on a faster web for everyone, but I just can’t get behind Google’s self-serving method for providing that faster web.
Luke Stevens is trying to get untangle the very mixed signals being sent from different parts of Google around AMP’s goals. The response he got—before getting shut down—is very telling in its hubris and arrogance.
I believe the people working on the AMP format are well-intentioned, but I also believe they have conflated the best interests of Google with the best interests of the web.
From a consumer’s point of view, less intrusive ad formats are of course desirable. Google’s approach is therefore basically heading in the right direction. From a privacy perspective, however, the “Better Ads” are no less aggressive than previous forms of advertising. Highly targeted ads based on detailed user profiles work subtle. They replace aggressive visuals with targeted manipulation.
AMP pages aren’t fast because of the AMP format. AMP pages are fast when you visit one via Google search …because of Google’s monopoly on preloading:
Technically, a clever trick. It’s hard to argue with that. Yet I consider it cheating and anti competitive behavior.
Preloading is exclusive to AMP. Google does not preload non-AMP pages. If Google would have a genuine interest in speeding up the whole web on mobile, it could simply preload resources of non-AMP pages as well. Not doing this is a strong hint that another agenda is at work, to say the least.
So, to recap, the web community has stated over and over again that we’re not comfortable with Google incentivizing the use of AMP with search engine carrots. In response, Google has provided yet another search engine carrot for AMP.
This wouldn’t bother me if AMP was open about what it is: a tool for folks to optimize their search engine placement. But of course, that’s not the claim. The claim is that AMP is “for the open web.”
Spot on, Tim. Spot on.
If AMP is truly for the open web, de-couple it from Google search entirely. It has no business there.
Look, AMP, you’re either a tool for the open web, or you’re a tool for Google search. I don’t mind if you’re the latter, but please stop pretending you’re something else.