What is AMP?

THUNDERELVI said:

I'm new to this AMP thing, so would appreciate it if you could link to a source about what you just said. Last time I checked a few sites through AMP on the first page, all their ads were there (not Adsense)?

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When Google detects a "slow connection" they strip out everything except text from AMP pages and serve them directly from google.com without any of your ads.

The way you verify this is by slowing down your browser on purpose and change user agent to a mobile one (references below).

Hacker News which is normally packed with Google fans, had this very critical discussion about it: https://news.ycombinator.com/item?id=13414570

Simulate slow connection: https://stackoverflow.com/questions/3536249/simulating-slow-internet-connection

Use a mobile user agent: https://addons.mozilla.org/pt-BR/firefox/addon/user-agent-switcher/

About filtering out all ads except Adsense starting 2018, there are many sources and it's been discussed here on BHW as well. Here's one: https://www.pcmag.com/news/354063/built-in-chrome-ad-blocker-coming-early-2018

I found out about this in practice. One of my clients complained late on a friday night months ago about their pages showing on SERPs without ads. I was on a bad mobile connection and accessed the serps and immediately saw it. I hadn't seen it before either. The pages were served directly from Google.com with all monetization stripped.

bartosimpsonio said:

When Google detects a "slow connection" they strip out everything except text from AMP pages and serve them directly from google.com without any of your ads.

The way you verify this is by slowing down your browser on purpose and change user agent to a mobile one (references below).

Hacker News which is normally packed with Google fans, had this very critical discussion about it: https://news.ycombinator.com/item?id=13414570

Simulate slow connection: https://stackoverflow.com/questions/3536249/simulating-slow-internet-connection

Use a mobile user agent: https://addons.mozilla.org/pt-BR/firefox/addon/user-agent-switcher/

About filtering out all ads except Adsense starting 2018, there are many sources and it's been discussed here on BHW as well. Here's one: https://www.pcmag.com/news/354063/built-in-chrome-ad-blocker-coming-early-2018

I found out about this in practice. One of my clients complained late on a friday night months ago about their pages showing on SERPs without ads. I was on a bad mobile connection and accessed the serps and immediately saw it. I hadn't seen it before either. The pages were served directly from Google.com with all monetization stripped.

Click to expand...

Really appreciate you taking the time to type this, thank you. I had heard about Chrome planing to block most ads, but stripping out ads from first-page results is so freaking evil. I just don't get it though, what are they trying to do? Yes, further push down Adwords in every webmaster's throat and force every publisher to use Adsense and not any other network, but this cannot continue without consequences. The reason why Google is successful is because we webmasters exist to create content and push it in front of people. Our incentive to do this, as with any other business, is money. No money, no sites, no content, Google goes back to indexing shit and serving users category pages and keyword-stuffed crap. If that happens, it does not matter how much Google pushes Adwords to advertisers as their user base will decrease. It's a cycle that won't end well for Google. I suspect this AMP crap won't continue for long as soon as Google gets called out, let's hope I am right...