Google’s AMP is dead

Google's AMP will be switched off, and I argue that this is a good thing.

Google’s AMP is dead
Google's AMP is in autumn mode.

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, fewer worries of how readers experience my stories. No more stealing from my plate.

Google AMP is dead! AMP pages no longer get preferential treatment in Google search
From the release of the page experience algorithm, there is no longer any preferential treatment for AMP in Google’s search results, Top Stories carousel and the Google News.
How to fight back against Google AMP
It is possible to restrict Google AMP from your life both as a web user and as a web developer. Here’s how you can fight back against Google AMP.