Google’s AMP is dead
3 min read

Google’s AMP is dead

Google’s AMP is dead

No one likes to eat at the same table with someone who is known for stealing from your plate. And that was exactly what was happening with Google AMP. A short obituary.

Google AMP

Google AMP is an abbreviation for Accelerated Mobile Pages. The aim of this technology is to provide a slimmed down version of a webpage that shows up quickly on a mobile phone. A device that in the past had lower computing power and probably a slow connection.

Google lured providers of digital content with possible higher ranking on AMP. A sort of preferential treatment. With the trade off that your highly valued content would like all the rest.

Switch off Google AMP

Today I read an article on the blog of Plausible that Google stopped the preferential treatment in their search results and that AMP is basically dead. This news made me feel happy; I always disliked the idea that a Tech Giant decides how my content should be presented. And if not I will suffer at their hands.

AMP is no longer a Google requirement to create a fast-loading website. You can develop a lightweight site with a great page experience and top Core Web Vitals scores even without using the restricted and Google-controlled way of building a website.

So a small victory for design freedom and I actively switched off the AMP-feature. Less testing, less worries of how readers experience my stories. No more stealing from my plate.

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