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.
What’s important is that you test it with real users… and stop using hover menus.
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.
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.
Goodhart’s Law applied to Google’s core web vitals:
If developers start to focus solely on Core Web Vitals because it is important for SEO, then some folks will undoubtedly try to game the system.
Personally, my beef with core web vitals is that they introduce even more uneccessary initialisms (see, for example, Harry’s recent post where he uses CWV metrics like LCP, FID, and CLS—alongside TTFB and SI—to look at PLPs, PDPs, and SRPs. I mean, WTF?).
Good news: as of May 2021, page speed (or core web vitals, if you must) will be a ranking factor in Google Search.
Even better news: at the same time, Google AMP will lose its unfairly privileged position in the top stories carousel. Hopefully this marks the beginning of the end for Google’s failed experiment in forcing publishers to use their tech.
This is a handy tool if you’re messing around with Twitter cards and other metacrap.
This is excellent news for sites that were strong-armed into creating AMP pages just to get into the Top Stories carousel:
As part of this update, we’ll also incorporate the page experience metrics into our ranking criteria for the Top Stories feature in Search on mobile, and remove the AMP requirement from Top Stories eligibility.
This update doesn’t arrive until next year, but the message is clear: fast websites will be rewarded in search. I’ll be glad to see an end to AMP’s blackmail tactics.
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.
Time to Interactive (TTI) is the most impactful metric to your performance score.
Therefore, to receive a high PageSpeed score, you will need a speedy TTI measurement.
At a high level, there are two significant factors that hugely influence TTI:
Bruce wonders why Google seems to prefer separate chunks of JSON-LD in web pages instead of interwoven microdata attributes:
I strongly feel that metadata that is separated from the user-visible data associated with it highly susceptible to metadata partial copy-paste necrosis. User-visible text is also developer-visible text. When devs copy/ paste that, it’s very easy to forget to copy any associated metadata that’s not interleaved, leading to errors.
What if accessibility were a ranking signal for Google search results?
Here’s a thought: what if Google put its thumb on the scale again, only this time for accessibility? What if it treated the Lighthouse accessibility score as a first-class ranking metric?
Google hijacking and hosting your AMP pages (in order to pre-render them) is pretty terrible for user experience and security:
I’m trying to establish my company as a legitimate business that can be trusted by a stranger to build software for them. Having google.com reeks of a phishing scam or fly by night operation that couldn’t afford their own domain.
I signed this open letter.
We are a community of individuals who have a significant interest in the development and health of the World Wide Web (“the Web”), and we are deeply concerned about Accelerated Mobile Pages (“AMP”), a Google project that purportedly seeks to improve the user experience of the Web.
Good news! Google will graciously allow non-Google-hosted AMP pages to get the AMP blessing in search results.
Bad news! It requires publishers to package up their AMP pages in a new packaging format that browsers don’t support yet.
I’ve had a few conversations with members of the Google AMP team, and I do believe they care about making the web better. But given how AMP pages are privileged in Google’s search results, the net effect of the team’s hard, earnest work comes across as a corporate-backed attempt to rewrite HTML in Google’s image. Now, I don’t know if these new permutations of AMP will gain traction among publishers. But I do know that no single company should be able to exert this much influence over the direction of the web.