Tags: google amp



Saturday, November 21st, 2020

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.

Wednesday, October 28th, 2020

Portals and giant carousels

I posted something recently that I think might be categorised as a “shitpost”:

Most single page apps are just giant carousels.

Extreme, yes, but perhaps there’s a nugget of truth to it. And it seemed to resonate:

I’ve never actually seen anybody justify SPA transitions with actual business data. They generally don’t seem to increase sales, conversion, or retention.

For some reason, for SPAs, managers are all of a sudden allowed to make purely emotional arguments: “it feels snappier”

If businesses were run rationally, when somebody asks for an order of magnitude increase in project complexity, the onus would be on them to prove that it proportionally improves business results.

But I’ve never actually seen that happen in a software business.

A single page app architecture makes a lot of sense for interaction-heavy sites with lots of state to maintain, like twitter.com. But I’ve seen plenty of sites built as single page apps even though there’s little to no interactivity or state management. For some people, it’s the default way of building anything on the web, even a brochureware site.

It seems like there’s a consensus that single page apps may have long initial loading times, but then they have quick transitions between “pages” …just like a carousel really. But I don’t know if that consensus is based on reality. Whether you’re loading a page of HTML or loading a chunk of JSON, you’re still making a network request that will take time to resolve.

The argument for loading a chunk of JSON is that you don’t have to make any requests for the associated CSS and JavaScript—they’re already loaded. Whereas if you request a page of HTML, that HTML will also request CSS and JavaScript.

Leaving aside the fact that is literally what the browser cache takes of, I’ve seen some circular reasoning around this:

  1. We need to create a single page app because our assets, like our JavaScript dependencies, are so large.
  2. Why are the JavaScript dependencies so large?
  3. We need all that JavaScript to create the single page app functionlity.

To be fair, in the past, the experience of going from page to page used to feel a little herky-jerky, even if the response times were quick. You’d get a flash of a white blank page between navigations. But that’s no longer the case. Browsers now perform something called “paint holding” which elimates the herky-jerkiness.

So now if your pages are a reasonable size, there’s no practical difference in user experience between full page refreshes and single page app updates. Navigate around The Session if you want to see paint holding in action. Switching to a single page app architecture wouldn’t improve the user experience one jot.


If I were controlling everything with JavaScript, then I’d also have control over how to transition between the “pages” (or carousel items, if you prefer). There’s currently no way to do that with full page changes.

This is the problem that Jake set out to address in his proposal for navigation transitions a few years back:

Having to reimplement navigation for a simple transition is a bit much, often leading developers to use large frameworks where they could otherwise be avoided. This proposal provides a low-level way to create transitions while maintaining regular browser navigation.

I love this proposal. It focuses on user needs. It also asks why people reach for JavaScript frameworks instead of using what browsers provide. People reach for JavaScript frameworks because browsers don’t yet provide some functionality: components like tabs or accordions; DOM diffing; control over styling complex form elements; navigation transitions. The problems that JavaScript frameworks are solving today should be seen as the R&D departments for web standards of tomorrow. (And conversely, I strongly believe that the aim of any good JavaScript framework should be to make itself redundant.)

I linked to Jake’s excellent proposal in my shitpost saying:

bucketloads of JavaScript wouldn’t be needed if navigation transitions were available in browsers

But then I added—and I almost didn’t—this:

(not portals)

Now you might be asking yourself what Paul said out loud:

Excuse my ignorance but… WTF are portals!?

I replied with a link to the portals proposal and what I thought was an example use case:

Portals are a proposal from Google that would help their AMP use case (it would allow a web page to be pre-rendered, kind of like an iframe).

That was based on my reading of the proposal:

…show another page as an inset, and then activate it to perform a seamless transition to a new state, where the formerly-inset page becomes the top-level document.

It sounded like Google’s top stories carousel. And the proposal goes into a lot of detail around managing cross-origin requests. Again, that strikes me as something that would be more useful for a search engine than a single page app.

But Jake was not happy with my description. I didn’t intend to besmirch portals by mentioning Google AMP in the same sentence, but I can see how the transitive property of ickiness would apply. Because Google AMP is a nasty monopolistic project that harms the web and is an embarrassment to many open web advocates within Google, drawing any kind of comparison to AMP is kind of like Godwin’s Law for web stuff. I know that makes it sounds like I’m comparing Google AMP to Hitler, and just to be clear, I’m not (though I have myself been called a fascist by one of the lead engineers on AMP).

Clearly, emotions run high when Google AMP is involved. I regret summoning its demonic presence.

After chatting with Jake some more, I tried to find a better use case to describe portals. Reading the proposal, portals sound a lot like “spicy iframes”. So here’s a different use case that I ran past Jake: say you’re on a website that has an iframe embedded in it—like a YouTube video, for example. With portals, you’d have the ability to transition the iframe to a fully-fledged page smoothly.

But Jake told me that even though the proposal talks a lot about iframes and cross-origin security, portals are conceptually more like using rel="prerender" …but then having scripting control over how the pre-rendered page becomes the current page.

Put like that, portals sound more like Jake’s original navigation transitions proposal. But I have to say, I never would’ve understood that use case just from reading the portals proposal. I get that the proposal is aimed more at implementators than authors, but in its current form, it doesn’t seem to address the use case of single page apps.

Kenji said:

we haven’t seen interest from SPA folks in portals so far.

I’m not surprised! He goes on:

Maybe, they are happy / benefits aren’t clear yet.

From my own reading of the portals proposal, I think the benefits are definitely not clear. It’s almost like the opposite of Jake’s original proposal for navigation transitions. Whereas as that was grounded in user needs and real-world examples, the portals proposal seems to have jumped to the intricacies of implementation without covering the user needs.

Don’t get me wrong: if portals somehow end up leading to a solution more like Jake’s navigation transitions proposals, then I’m all for that. That’s the end result I care about. I’d love it if people had a lightweight option for getting the perceived benefits of single page apps without the costly overhead in performance that comes with JavaScripting all the things.

I guess the web I want includes giant carousels.

Wednesday, July 15th, 2020

The Shape Of The Machine « blarg?


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!

Saturday, December 14th, 2019

Monday, August 26th, 2019

Opening up the AMP cache

I have a proposal that I think might alleviate some of the animosity around Google AMP. You can jump straight to the proposal or get some of the back story first…

The AMP format

Google AMP is exactly the kind of framework I’d like to get behind. Unlike most front-end frameworks, its components take a declarative approach—no knowledge of JavaScript required. I think Lea’s excellent Mavo is the only other major framework that takes this inclusive approach. All the configuration happens in markup, and all the styling happens in CSS. Excellent!

But I cannot get behind AMP.

Instead of competing on its own merits, AMP is unfairly propped up by the search engine of its parent company, Google. That makes it very hard to evaluate whether AMP is being used on its own merits. Instead, the evidence suggests that most publishers of AMP pages are doing so because they feel they have to, rather than because they want to. That’s a real shame, because as a library of web components, AMP seems pretty good. But there’s just no way to evaluate AMP-the-format without taking into account AMP-the-ecosystem.

The AMP ecosystem

Google AMP ostensibly exists to make the web faster. Initially the focus was specifically on mobile performance, but that distinction has since fallen by the wayside. The idea is that by using AMP’s web components, your pages will be speedy. Though, as Andy Davies points out, this isn’t always the case:

This is where I get confused… https://independent.co.uk only have an AMP site yet it’s performance is awful from a user perspective - isn’t AMP supposed to prevent this?

See also: Google AMP lowered our page speed, and there’s no choice but to use it:

According to Google’s own Page Speed Insights audit (which Google recommends to check your performance), the AMP version of articles got an average performance score of 87. The non-AMP versions? 95.

Publishers who already have fast web pages—like The Guardian—are still compelled to make AMP versions of their stories because of the search benefits reserved for AMP. As Terence Eden reported from a meeting of the AMP advisory committee:

We heard, several times, that publishers don’t like AMP. They feel forced to use it because otherwise they don’t get into Google’s news carousel — right at the top of the search results.

Some people felt aggrieved that all the hard work they’d done to speed up their sites was for nothing.

The Google AMP team are at pains to point out that AMP is not a ranking factor in search. That’s true. But it is unfairly privileged in other ways. Only AMP pages can appear in the Top Stories carousel …which appears above any other search results. As I’ve said before:

Now, if you were to ask any right-thinking person whether they think having their page appear right at the top of a list of search results would be considered preferential treatment, I think they would say hell, yes! This is the only reason why The Guardian, for instance, even have AMP versions of their content—it’s not for the performance benefits (their non-AMP pages are faster); it’s for that prime real estate in the carousel.

From A letter about Google AMP:

Content that “opts in” to AMP and the associated hosting within Google’s domain is granted preferential search promotion, including (for news articles) a position above all other results.

That’s not the only way that AMP pages get preferential treatment. It turns out that the secret to the speed of AMP pages isn’t the web components. It’s the prerendering.

The AMP cache

If you’ve ever seen an AMP page in a list of search results, you’ll have noticed the little lightning icon. If you’ve ever tapped on that search result, you’ll have noticed that the page loads blazingly fast!

That’s not down to AMP-the-format, alas. That’s down to the fact that the page has been prerendered by Google before you even went to it. If any page were prerendered that way, it would load blazingly fast. But currently, this privilege is reserved for AMP pages only.

If, after tapping through to that AMP page, you looked at the address bar of your browser, you might have noticed something odd. Even though you might have thought you were visiting The Washington Post, or The New York Times, the URL of the (blazingly fast) page you’re looking at is still under Google’s domain. That’s because Google hosts any AMP pages that it prerenders.

Google calls this “the AMP cache”, but it would be better described as “AMP hosting”. The web page sent down the wire is hosted on Google’s domain.

Here’s that AMP letter again:

When a user navigates from Google to a piece of content Google has recommended, they are, unwittingly, remaining within Google’s ecosystem.

Through gritted teeth, I will refer to this as “the AMP cache”, because that’s what everyone else calls it. But make no mistake, Google is hosting—not caching—these pages.

But why host the pages on a Google domain? Why not prerender the original URLs?

Prerendering and privacy

Scott summed up the situation with AMP nicely:

The pitch I think site owners are hearing is: let us host your pages on our domain and we’ll promote them in search results AND preload them so they feel “instant.” To opt-in, build pages using this component syntax.

But perhaps we could de-couple the AMP format from the AMP cache.

That’s what Terence suggests:

My recommendation is that Google stop requiring that organisations use Google’s proprietary mark-up in order to benefit from Google’s promotion.

The AMP letter, too:

Instead of granting premium placement in search results only to AMP, provide the same perks to all pages that meet an objective, neutral performance criterion such as Speed Index.

Scott reiterates:

It’s been said before but it would be so good for the web if pages with a Lighthouse score over say, 90 could get into that top search result area, even if they’re not built using Google’s AMP framework. Feels wrong to have to rebuild/reproduce an already-fast site just for SEO.

This was also what I was calling for. But then Malte pointed out something that stumped me. Privacy.

Here’s the problem…

Let’s say Google do indeed prerender already-fast pages when they’re listed in search results. You, a search user, type something into Google. A list of results come back. Google begins pre-rendering some of them. But you don’t end up clicking through to those pages. Nonetheless, the servers those pages are hosted on have received a GET request coming from a Google search. Those publishers now know that a particular (cookied?) user could have clicked through to their site. That’s very different from knowing when someone has actually arrived at a particular site.

And that’s why Google host all the AMP pages that they prerender. Given the privacy implications of prerendering non-Google URLs, I must admit that I see their point.

Still, it’s a real shame to miss out on the speed benefit of prerendering:

Prerendering AMP documents leads to substantial improvements in page load times. Page load time can be measured in different ways, but they consistently show that prerendering lets users see the content they want faster. For now, only AMP can provide the privacy preserving prerendering needed for this speed benefit.

A modest proposal

Why is Google’s AMP cache just for AMP pages? (Y’know, apart from the obvious answer that it’s in the name.)

What if Google were allowed to host non-AMP pages? Google search could then prerender those pages just like it currently does for AMP pages. There would be no privacy leaks; everything would happen on the same domain—google.com or ampproject.org or whatever—just as currently happens with AMP pages.

Don’t get me wrong: I’m not suggesting that Google should make a 1:1 model of the web just to prerender search results. I think that the implementation would need to have two important requirements:

  1. Hosting needs to be opt-in.
  2. Only fast pages should be prerendered.

Opting in

Currently, by publishing a page using the AMP format, publishers give implicit approval to Google to host that page on Google’s servers and serve up this Google-hosted version from search results. This has always struck me as being legally iffy. I’ve looked in the AMP documentation to try to find any explicit granting of hosting permission (e.g. “By linking to this JavaScript file, you hereby give Google the right to serve up our copies of your content.”), but no luck. So even with the current situation, I think a clear opt-in for hosting would be beneficial.

This could be a meta element. Maybe something like:

<meta name="caches-allowed" content="google">

This would have the nice benefit of allowing comma-separated values:

<meta name="caches-allowed" content="google, yandex">

(The name is just a strawman, by the way—I’m not suggesting that this is what the final implementation would actually look like.)

If not a meta element, then perhaps this could be part of robots.txt? Although my feeling is that this needs to happen on a document-by-document basis rather than site-wide.

Many people will, quite rightly, never want Google—or anyone else—to host and serve up their content. That’s why it’s so important that this behaviour needs to be opt-in. It’s kind of appalling that the current hosting of AMP pages is opt-in-by-proxy-sort-of.

Criteria for prerendering

Which pages should be blessed with hosting and prerendering? The fast ones. That’s sorta the whole point of AMP. But right now, there’s a lot of resentment by people with already-fast websites who quite rightly feel they shouldn’t have to use the AMP format to benefit from the AMP ecosystem.

Page speed is already a ranking factor. It doesn’t seem like too much of a stretch to extend its benefits to hosting and prerendering. As mentioned above, there are already a few possible metrics to use:

  • Page Speed Index
  • Lighthouse
  • Web Page Test

Ah, but what if a page has good score when it’s indexed, but then gets worse afterwards? Not a problem! The version of the page that’s measured is the same version of the page that gets hosted and prerendered. Google can confidently say “This page is fast!” After all, they’re the ones serving up the page.

That does raise the question of how often Google should check back with the original URL to see if it has changed/worsened/improved. The answer to that question is however long it currently takes to check back in on AMP pages:

Each time a user accesses AMP content from the cache, the content is automatically updated, and the updated version is served to the next user once the content has been cached.


This proposal does not solve the problem with the address bar. You’d still find yourself looking at a page from The Washington Post or The New York Times (or adactio.com) but seeing a completely different URL in your browser. That’s not good, for all the reasons outlined in the AMP letter.

In fact, this proposal could potentially make the situation worse. It would allow even more sites to be impersonated by Google’s URLs. Where currently only AMP pages are bad actors in terms of URL confusion, opening up the AMP cache would allow equal opportunity URL confusion.

What I’m suggesting is definitely not a long-term solution. The long-term solutions currently being investigated are technically tricky and will take quite a while to come to fruition—web packages and signed exchanges. In the meantime, what I’m proposing is a stopgap solution that’s technically a lot simpler. But it won’t solve all the problems with AMP.

This proposal solves one problem—AMP pages being unfairly privileged in search results—but does nothing to solve the other, perhaps more serious problem: the erosion of site identity.


Currently, Google can assess whether a page should be hosted and prerendered by checking to see if it’s a valid AMP page. That test would need to be widened to include a different measurement of performance, but those measurements already exist.

I can see how this assessment might not be as quick as checking for AMP validity. That might affect whether non-AMP pages could be measured quickly enough to end up in the Top Stories carousel, which is, by its nature, time-sensitive. But search results are not necessarily as time-sensitive. Let’s start there.


Currently, AMP pages can be prerendered without fetching anything other than the markup of the AMP page itself. All the CSS is inline. There are no initial requests for other kinds of content like images. That’s because there are no img elements on the page: authors must use amp-img instead. The image itself isn’t loaded until the user is on the page.

If the AMP cache were to be opened up to non-AMP pages, then any content required for prerendering would also need to be hosted on that same domain. Otherwise, there’s privacy leakage.

This definitely introduces an extra level of complexity. Paths to assets within the markup might need to be re-written to point to the Google-hosted equivalents. There would almost certainly need to be a limit on the number of assets allowed. Though, for performance, that’s no bad thing.

Make no mistake, figuring out what to do about assets—style sheets, scripts, and images—is very challenging indeed. Luckily, there are very smart people on the Google AMP team. If that brainpower were to focus on this problem, I am confident they could solve it.


  1. Prerendering of non-Google URLs is problematic for privacy reasons, so Google needs to be able to host pages in order to prerender them.
  2. Currently, that’s only done for pages using the AMP format.
  3. The AMP cache—and with it, prerendering—should be decoupled from the AMP format, and opened up to other fast web pages.

There will be technical challenges, but hopefully nothing insurmountable.

I honestly can’t see what Google have to lose here. If their goal is genuinely to reward fast pages, then opening up their AMP cache to fast non-AMP pages will actively encourage people to make fast web pages (without having to switch over to the AMP format).

I’ve deliberately kept the details vague—what the opt-in should look like; what the speed measurement should be; how to handle assets—I’m sure smarter folks than me can figure that stuff out.

I would really like to know what other people think about this proposal. Obviously, I’d love to hear from members of the Google AMP team. But I’d also love to hear from publishers. And I’d very much like to know what people in the web performance community think about this. (Write a blog post and send me a webmention.)

What am I missing here? What haven’t I thought of? What are the potential pitfalls (and are they any worse than the current acrimonious situation with Google AMP)?

I would really love it if someone with a fast website were in a position to say, “Hey Google, I’m giving you permission to host this page so that it can be prerendered.”

I would really love it if someone with a slow website could say, “Oh, shit! We’d better make our existing website faster or Google won’t host our pages for prerendering.”

And I would dearly love to finally be able to embrace AMP-the-format with a clear conscience. But as long as prerendering is joined at the hip to the AMP format, the injustice of the situation only harms the AMP project.

Google, open up the AMP cache.

Saturday, August 24th, 2019

Plaidophile: So about that AMP-script thing

Reinventing the web the long way around, in a way that gives Google even more control of it. No thanks.

Friday, August 23rd, 2019

Taking shortcuts ・ Robin Rendle

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.

Wednesday, May 29th, 2019

Cake or death: AMP and the worrying power dynamics of the web | Andrew Betts

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.

Thursday, May 2nd, 2019

AMP as your web framework – The AMP Blog

The bait’n’switch is laid bare. First, AMP is positioned as a separate format. Then, only AMP pages are allowed ranking in the top stories carousel. Now, let’s pretend none of that ever happened and act as though AMP is just another framework. Oh, and those separate AMP pages that you made? Turns out that was all just “transitional” and you’re supposed to make your entire site in AMP now.

I would genuinely love to know how the Polymer team at Google feel about this pivot. Everything claimed in this blog post about AMP is actually true of Polymer (and other libraries of web components that don’t have the luxury of bribing developers with SEO ranking).

Some alternative facts from the introduction:

AMP isn’t another “channel” or “format” that’s somehow not the web.

Weird …because that’s exactly how it was sold to us (as a direct competitor to similar offerings from Apple and Facebook).

It’s not an SEO thing.

That it outright false. Ask any company actually using AMP why they use it.

It’s not a replacement for HTML.

And yet, the article goes on to try convince you to replace HTML with AMP.

Friday, April 12th, 2019

Google AMP lowered our page speed, and there’s no choice but to use it - unlike kinds

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.

Wednesday, December 5th, 2018

Risking a Homogeneous Web - TimKadlec.com

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.

Monday, October 22nd, 2018

Rehabilitating Google AMP: My failed attempt - socPub

Like banging your head against a proprietary brick wall.

To me this is all just another example of a company operating a closed process, not willing to collaborate openly as peers. The Ivory Tower development methodology.

Tuesday, September 18th, 2018

Winston Hearn | What’s best for users

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.

Wednesday, September 5th, 2018

Google AMP Can Go To Hell | Polemic Digital

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.

Wednesday, August 15th, 2018

Google AMP - A 70% drop in our conversion rate. - Rockstar Coders

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.

Tuesday, June 5th, 2018

AMPstinction • Robin Rendle

And so whenever I look at AMP I wonder whether the technology and process itself might be bad (which is arguable) but the efforts might lead to something longer lasting, another movement inspired because of it, despite it, a movement that we can all benefit from.

Sunday, June 3rd, 2018


I’ve come to believe that the goal of any good framework should be to make itself unnecessary.

Brian said it explicitly of his PhoneGap project:

The ultimate purpose of PhoneGap is to cease to exist.

That makes total sense, especially if your code is a polyfill—those solutions are temporary by design. Autoprefixer is another good example of a piece of code that becomes less and less necessary over time.

But I think it’s equally true of any successful framework or library. If the framework becomes popular enough, it will inevitably end up influencing the standards process, thereby becoming dispensible.

jQuery is the classic example of this. There’s very little reason to use jQuery these days because you can accomplish so much with browser-native JavaScript. But the reason why you can accomplish so much without jQuery is because of jQuery. I don’t think we would have querySelector without jQuery. The library proved the need for the feature. The same is true for a whole load of DOM scripting features.

The same process is almost certain to occur with React—it’s a good bet there will be a standardised equivalent to the virtual DOM at some point.

When Google first unveiled AMP, its intentions weren’t clear to me. I hoped that it existed purely to make itself redundant:

As well as publishers creating AMP versions of their pages in order to appease Google, perhaps they will start to ask “Why can’t our regular pages be this fast?” By showing that there is life beyond big bloated invasive web pages, perhaps the AMP project will work as a demo of what the whole web could be.

Alas, as time has passed, that hope shows no signs of being fulfilled. If anything, I’ve noticed publishers using the existence of their AMP pages as a justification for just letting their “regular” pages put on weight.

Worse yet, the messaging from Google around AMP has shifted. Instead of pitching it as a format for creating parallel versions of your web pages, they’re now also extolling the virtues of having your AMP pages be the only version you publish:

In fact, AMP’s evolution has made it a viable solution to build entire websites.

On an episode of the Dev Mode podcast a while back, AMP was a hotly-debated topic. But even those defending AMP were doing so on the understanding that it was more a proof-of-concept than a long-term solution (and also that AMP is just for news stories—something else that Google are keen to change).

But now it’s clear that the Google AMP Project is being marketed more like a framework for the future: a collection of web components that prioritise performance …which is kind of odd, because that’s also what Google’s Polymer project is. The difference being that pages made with Polymer don’t get preferential treatment in Google’s search results. I can’t help but wonder how the Polymer team feels about AMP’s gradual pivot onto their territory.

If the AMP project existed in order to create a web where AMP was no longer needed, I think I could get behind it. But the more it’s positioned as the only viable solution to solving performance, the more uncomfortable I am with it.

Which, by the way, brings me to one of the most pernicious ideas around Google AMP—positioning anyone opposed to it as not caring about web performance. Nothing could be further from the truth. It’s precisely because performance on the web is so important that it deserves a long-term solution, co-created by all of us: not some commandents delivered to us from on-high by one organisation, enforced by preferential treatment by that organisation’s monopoly in search.

It’s the classic logical fallacy:

  1. Performance! Something must be done!
  2. AMP is something.
  3. Now something has been done.

By marketing itself as the only viable solution to the web performance problem, I think the AMP project is doing itself a great disservice. If it positioned itself as an example to be emulated, I would welcome it.

I wish that AMP were being marketed more like a temporary polyfill. And as with any polyfill, I look forward to the day when AMP is no longer necesssary.

I want AMP to become extinct. I genuinely think that the Google AMP team should share that wish.

Tuesday, March 20th, 2018

How Fast Is Amp Really? - TimKadlec.com

An excellent, thorough, even-handed analysis of AMP’s performance from Tim. The AMP format doesn’t make that much of a difference, the AMP cache does speed things up (as would any CDN), but it’s the pre-rendering that really delivers the performance boost …as long as you give up your URLs.

But right now, the incentives being placed on AMP content seem to be accomplishing exactly what you would think: they’re incentivizing AMP, not performance.

Sunday, March 18th, 2018

AMP is not the issue, it’s Google | Responsive Web Design

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.

Saturday, March 10th, 2018

Campaign. — Ethan Marcotte

Ethan is understandably dubious about Google’s recent announcement regarding the relaxation of the AMP’s iron fist.

Because it’s great to hear the AMP team make some overtures toward a more open web—and personally, I’d like to thank them sincerely for doing so. But if we’re swapping one set of Google-owned criteria for another set of slightly more permissive Google-owned criteria, I’m not sure how much will have changed.