I’ll say again: deprioritizing AMP in favor of Core Web Vitals is a very good thing. But it’s worth noting that Google’s taken its proprietary document format, and swapped it out for a proprietary set of performance statistics that has even less external oversight.
Google provided a distinct advantage to sites using AMP – priority placement on the world’s largest traffic source – Google search. I’ve had the pleasure of working with more than twenty thousand publishers in the five years since AMP’s launch, and I don’t believe I’ve ever heard a single reason that a publisher uses AMP other than to obtain this priority placement. Let me package that up for you – Google, the most dominant search engine globally – used that dominant market position to encourage publishers to adopt technology so that Google could store and serve publisher’s content on Google’s domain. How is that legal? Well, I’m not a lawyer, but it possibly isn’t.
The death of AMP can’t come soon enough.
If you’re currently using AMP, you’ll be able to get rid of that monstrosity in May, and if you aren’t, you’ll now be competing for search positions previously unavailable to you. For publishers, it is a win-win.
RFC 8752 - Report from the IAB Workshop on Exploring Synergy between Content Aggregation and the Publisher Ecosystem (ESCAPE)
During the workshop, several online publishers indicated that if it weren’t for the privileged position in the Google Search carousel given to AMP content, they would not publish in that format.
Flash, from the very beginning, was a transitional technology. It was a language that compiled into a binary executable. This made it consistent and performant, but was in conflict with how most of the web works. It was designed for a desktop world which wasn’t compatible with the emerging mobile web. Perhaps most importantly, it was developed by a single company. This allowed it to evolve more quickly for awhile, but goes against the very spirit of the entire internet. Long-term, we never want single companies — no matter who they may be — controlling the very building blocks of the web.
As Antitrust Pressure Mounts, Google to Pull Back Benefit to News Sites That Adopted Its Preferred Mobile Technology – The Markup
More great reporting from Adrianne Jeffries at The Markup.
An engineer at a major news publication who asked not to be named because the publisher had not authorized an interview said Google’s size is what led publishers to use AMP.
Collusion between three separate services owned by the same company: the Google search engine, the YouTube website, and the Chrome web browser.
Gosh, this kind of information could be really damaging if there were, say, antitrust proceedings initiated.
In the meantime, use Firefox
The unfair collusion between Google AMP and Google Search might just bite ‘em on the ass.
I’ve thought about these questions for over a year and narrowed my feelings of browser diversity down to two major value propositions:
- Browser diversity keeps the Web deliberately slow
- Browser diversity fosters consensus and cooperation over corporate rule
I’ve been using Duck Duck Go for ages so I didn’t realise quite how much of a walled garden Google search has become.
41% of the first page of Google search results is taken up by Google products.
Note the fear with which publishers talk about Google (anonymously). It’s the same fear that app developers exhibit when talking about Apple (anonymously).
Ain’t centralisation something?
Google could have approached the “be better on mobile” problem, search optimization and revenue sharing any number of ways, obviously, but the one they’ve chosen and built out is the one that guarantees that either you let them middleman all of your traffic or they cut off your oxygen.
There’s also this observation, which is spot-on:
Google has managed to structure this surveillance-and-value-extraction machine entirely out of people who are convinced that they, personally, are doing good for the world. The stuff they’re working on isn’t that bad – we’ve got such beautiful intentions!
I feel for BaseCamp, I do. But give up on the native app path. Make sure your existing web interface is a good progressive web app and you can end-run around Apple.
Myself and Stuart had a chat with Brian about browser engine diversity.
Here’s the audio file if you’d like to huffduff it.
You see, diversity of rendering engines isn’t actually in itself the point. What’s really important is diversity of influence: who has the ability to make decisions which shape the web in particular ways, and do they make those decisions for good reasons or not so good?
Like Brad, I switched to Firefox for web browsing and Duck Duck Go for searching quite a while back. I highly recommend it.
Dan responds to an extremely worrying sentiment from Alex:
The sentiment about “engine diversity” points to a growing mindset among (primarily) Google employees that are involved with the Chromium project that puts an emphasis on getting new features into Chromium as a much higher priority than working with other implementations.
Needless to say, I agree with this:
Proponents of a “move fast and break things” approach to the web tend to defend their approach as defending the web from the dominance of native applications. I absolutely think that situation would be worse right now if it weren’t for the pressure for wide review that multiple implementations has put on the web.
The web’s key differentiator is that it is a part of the commons and that it is multi-stakeholder in nature.
A good overview of the unfair playing field of web browsers, dominated by the monopolistic practices by Google and Apple.
Mozilla is no longer fighting for market share of its browser: it is fighting for the future of the web.
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.