The Death of Google AMP: Embracing a More Diverse and Creative Web

Table of Contents

1. Introduction
2. The Rise and Fall of Google AMP
3. The Problem with Google AMP
4. Google's Page Experience Update
5. The Death Blow to Google AMP
6. Expanding the Usage of Non-AMP Content
7. The Demise of the AMP Badge
8. The Good and the Bad of Google's Actions
9. The Impact on AMP Websites
10. The Future of AMP Stories
11. The Persistence of AMP Ads
12. The Controversy Surrounding AMP Emails
13. Alternatives to Google AMP
14. The Core Problem with Website Speed
15. Tips for Building Fast Websites
16. The Deceptive Nature of Google AMP
17. Google's Motivations Behind Killing AMP
18. Antitrust Scrutiny and Google AMP
19. The Hope for a Truly Open Web
20. Conclusion

🚀 The Rise and Fall of Google AMP

Google AMP (Accelerated Mobile Pages) was once hailed as a solution to improve the mobile web browsing experience. However, its reign has come to an end, and its demise is being celebrated by many. This article explores the journey of Google AMP, the problems associated with it, and the recent actions taken by Google that marked the beginning of the end for this controversial technology.

The Problem with Google AMP

Google AMP was introduced with the goal of building fast web pages, as defined by Google's Core Web Vitals. However, it failed to address the core problem of slow websites and instead became a band-aid solution for bad web design. While AMP pages may load quickly, they lack uniqueness and creativity, making every website built on AMP look almost identical. This uniformity takes away the excitement of discovering new websites and diminishes the value of web design.

Google's Page Experience Update

In an effort to improve page experience signals, Google has announced its Page Experience Update. This update considers several core web vitals, including Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). It aims to ensure that pages load quickly and provide a stable browsing experience. Additionally, the update expands the usage of non-AMP content on platforms like news.google.com and the Google News app, no longer making AMP a requirement for top stories.

🔍 The Death Blow to Google AMP

The Page Experience Update dealt a significant blow to Google AMP by eliminating its exclusivity for appearing in the top stories carousel. Now, all news content that meets Google's news policy, regardless of its core web vital score or page experience status, can be eligible for the carousel. This change removes the necessity of using AMP for news websites and diminishes its relevance in the mobile search landscape.

Expanding the Usage of Non-AMP Content

As part of the page experience update, Google is expanding the usage of non-AMP content to power the core experience on news.google.com and the Google News app. This means that websites no longer need to adhere to the AMP format to appear in these platforms. The update opens up opportunities for more diverse and unique web design without sacrificing visibility in Google's news carousel.

❌ The Demise of the AMP Badge

Another blow to Google AMP is the removal of its special badge in Google search results. Previously, AMP content would be labeled with a badge that implied it had enhanced speed and usability. However, this created the misconception that AMP content was superior or required special attention, potentially discouraging users from clicking on non-AMP results. With the removal of the badge, all content will be treated equally, giving users the freedom to choose based on their preferences.

The Good and the Bad of Google's Actions

The demise of Google AMP brings both positive and negative implications. On one hand, it allows for more diverse and creative web designs, freeing websites from the constraints of AMP's uniformity. It also removes the monopolistic hold that Google had over mobile search rankings, giving websites greater autonomy. However, some argue that Google's actions may not be driven by a desire for a more open web but rather a response to antitrust scrutiny and the lack of popularity and acceptance of Google AMP.

The Impact on AMP Websites

The death of Google AMP has sparked mixed reactions among website owners who have adopted this technology. While some may celebrate the newfound freedom from AMP's limitations, others may feel uncertain about the future of their AMP websites. It remains to be seen how website owners will adapt to the changes and whether they will continue to incorporate AMP elements or shift towards alternative approaches.

The Future of AMP Stories

AMP Stories, which allow websites to embed interactive and visually engaging content, may still have a place in the digital landscape. Platforms like Instagram, Twitter, and YouTube have embraced the concept of stories, and it is likely that AMP Stories will continue to evolve and thrive outside of the Google AMP ecosystem. These immersive and dynamic storytelling formats have gained popularity and are here to stay.

The Persistence of AMP Ads

While Google AMP may be fading away, AMP ads are likely to continue their existence. The focus on improving page experience and reducing loading times does not alleviate the need for efficient and optimized advertising. Advertisers will still seek ways to deliver fast-loading and engaging ads, whether or not they are built on the AMP framework.

The Controversy Surrounding AMP Emails

AMP emails, which allow for dynamic and interactive experiences within emails, have been a subject of debate within the tech community. While some see the potential benefits of enriched email content, others argue against embedding large amounts of HTML into emails, which can result in slower load times and potential security risks. The fate of AMP emails remains uncertain, as opinions and preferences regarding email design and functionality vary widely.

Alternatives to Google AMP

With the decline of Google AMP, website owners and developers have the opportunity to explore alternative approaches to improve website speed and performance. There are numerous frameworks and strategies available, such as React, Angular, Vue.js, and other lightweight solutions that prioritize speed and usability. It is up to each individual or organization to choose the approach that best aligns with their goals and requirements.

The Core Problem with Website Speed

The core problem with website speed lies in fundamental web design principles and practices. While Google AMP attempted to address this issue, it was not a comprehensive solution. To build truly fast websites, it is crucial to optimize third-party connections, minimize unnecessary elements like flashy animations and heavy libraries, and implement lazy loading to prioritize essential content. Fast websites are a result of thoughtful and efficient design, not just the implementation of a particular web framework.

Tips for Building Fast Websites

Building fast websites goes beyond relying on a specific framework or technology. There are several best practices that developers can follow to maximize website speed and ensure an optimal user experience. These include minimizing third-party connections, optimizing asset delivery, implementing lazy loading, compressing images, and reducing unnecessary scripts or plugins. By prioritizing performance and considering the impact of design choices, websites can achieve fast load times without relying solely on frameworks like Google AMP.

The Deceptive Nature of Google AMP

Despite Google's claims about the benefits of AMP for mobile search rankings, it is evident that the motivations behind AMP were not entirely user-centric. The introduction of the Page Experience Update demonstrates that speed and user experience can be achieved without the requirement of the AMP format. The deceptive nature of Google AMP raises questions about the company's intentions and their control over the web ecosystem.

Google's Motivations Behind Killing AMP

The decision to phase out Google AMP can be speculated to have multiple motivations. Apart from improving page experience and avoiding antitrust scrutiny, Google's actions might also be driven by a lack of popularity and acceptance of AMP. By removing the exclusivity of AMP in Google search and opening up opportunities for non-AMP content, Google aims to regain trust and avoid accusations of monopolistic practices.

Antitrust Scrutiny and Google AMP

Google has faced increasing antitrust scrutiny, with concerns about the company's dominance and unfair practices. The requirement for websites to use Google AMP to rank in the top stories carousel could be seen as an anticompetitive measure, as it limited the choices available to website owners and developers. The recent changes indicate that Google is taking steps to address these concerns and promote a more open and competitive web.

The Hope for a Truly Open Web

While the demise of Google AMP is seen as a positive development by many, there is still a long way to go in achieving a truly open web. The influence of tech giants and their control over search rankings and user experiences remains a significant concern. However, the actions taken by Google with regard to AMP indicate a step towards a more inclusive and competitive digital landscape.

Conclusion

The decline of Google AMP marks the end of an era characterized by a controversial technology that attempted to improve website speed but fell short of addressing the core issues. Google's recent updates and actions demonstrate a shift towards a more open and diverse web experience, empowering website owners and developers to prioritize user experience and performance without being tied to a specific framework. As the web evolves, the focus on speed, usability, and creativity will drive further innovations and improvements in the digital realm.