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 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.