sandandkush
Supreme Member
- May 29, 2015
- 1,364
- 480
Four years after offering special placement in a “top stories carousel” in search results to entice publishers to use a format it created for mobile pages, called AMP, Google announced last week that it will end that preferential treatment in the spring.
“We will prioritize pages with great page experience, whether implemented using AMP or any other web technology, as we rank the results,” Google said in a blog post.
The announcement of a concrete timeline comes less than a month after the Department of Justice called Google a “monopoly gatekeeper to the internet” in a lawsuit alleging antitrust violations and as pressure mounts on officials in the European Union, which has already fined Google more than $9 billion for antitrust violations.
Google spokesperson Meghann Farnsworth did not address the timing of the change but said AMP is not dead, saying the company is “fully committed to AMP as a technology.”
She said AMP continues to be required for certain features that “are not technically possible” without it, such as “swipe to visit” in Google Images, and that it’s “preferred” in the “for you” feed in Google’s news reading app, Google Discover.
News publishers and others have been griping about AMP for years. Some called it Google’s attempt to exert the same kind of control over the larger web that Facebook exerts over posts in its closed system.
That’s because AMP is more than just a set of formatting rules. Once a website sets up an AMP page, Google copies it and stores it on Google servers. When users click on the link for an AMP page in search results—or its news reading app—Google serves up that cached version from its servers.
Some industry experts now speculate that the change to the top stories carousel may ultimately make the AMP format obsolete.
Will the AMP format die as a result?
Source: https://whatsnewinpublishing.com/as...that-adopted-its-preferred-mobile-technology/Reference: https://developers.google.com/search/blog/2020/11/timing-for-page-experience
“We will prioritize pages with great page experience, whether implemented using AMP or any other web technology, as we rank the results,” Google said in a blog post.
The announcement of a concrete timeline comes less than a month after the Department of Justice called Google a “monopoly gatekeeper to the internet” in a lawsuit alleging antitrust violations and as pressure mounts on officials in the European Union, which has already fined Google more than $9 billion for antitrust violations.
Google spokesperson Meghann Farnsworth did not address the timing of the change but said AMP is not dead, saying the company is “fully committed to AMP as a technology.”
She said AMP continues to be required for certain features that “are not technically possible” without it, such as “swipe to visit” in Google Images, and that it’s “preferred” in the “for you” feed in Google’s news reading app, Google Discover.
News publishers and others have been griping about AMP for years. Some called it Google’s attempt to exert the same kind of control over the larger web that Facebook exerts over posts in its closed system.
That’s because AMP is more than just a set of formatting rules. Once a website sets up an AMP page, Google copies it and stores it on Google servers. When users click on the link for an AMP page in search results—or its news reading app—Google serves up that cached version from its servers.
Some industry experts now speculate that the change to the top stories carousel may ultimately make the AMP format obsolete.
Will the AMP format die as a result?
Source: https://whatsnewinpublishing.com/as...that-adopted-its-preferred-mobile-technology/Reference: https://developers.google.com/search/blog/2020/11/timing-for-page-experience
