Google's 'AMP Preferential' is about to end

by Cesar Solorzano

Regarding 'Accelerated Mobile Pages (AMP) ' that Google has been promoting to increase the loading speed of smartphones and tablets, 'Preferential treatment of AMP' in Google search and Google News will end in June 2021.

Google AMP is dead! AMP pages no longer get preferential treatment in Google search | Plausible Analytics
https://plausible.io/blog/google-amp

Google Search ranking factoring'page experience' from June --9to5Google
https://9to5google.com/2021/04/19/google-search-page-experience/

In May 2020, Google announced that it would make a major overhaul of its algorithm for determining the ranking of Google search and refocus on the 'page experience' metric.

Google announced that it will change the display order of Google search to focus on page experience, what is the focus? --GIGAZINE

Newly emphasized page experiences include new indicators 'Core Web Vitals ' centered on web page load speed, responsiveness, and visual stability, as well as guidelines for mobile friendliness , safe browsing , HTTPS security , and annoying interstitial. It is calculated comprehensively by combining the existing indicators of. In Google search, pages with a high page experience are ranked high among similar pages.

Until now, Google has required support for 'AMP' in order to be treated as top news in the mobile version of Google search. However, it announced that it would abolish the AMP requirement with the introduction of the page experience mentioned above. I decided to cancel the AMP preferential treatment.

Looking at the following page released on April 19, 2021, it is said that the use of non-AMP content will be expanded in the future by eliminating the need to use AMP format for the top story and carousel function of mobile version Google search. It is clearly stated that the AMP badge indicating AMP content will be removed.

Times, Tools, and More to Respond to Page Experience Updates | Google Search Central Blog
https://developers.google.com/search/blog/2021/04/more-details-page-experience?hl=ja

The page experience FAQ below states that AMP is irrelevant to search results.

Core Web Vitals & Page Experience FAQs (Updated: March 2021)-Google Search Central Community
https://support.google.com/webmasters/thread/104436075/core-web-vitals-page-experience-faqs-updated-march-2021

In the announcement in November 2020, the introduction time of this page experience was 'May 2021', but in the announcement on April 19 mentioned above, the introduction time was slightly delayed and 'mid-June 2021' '.

Google has claimed that AMP is 'optimized to speed up website browsing on mobile' and 'easily create user-first experiences for the web,' according to web analytics company Plausible. In fact, it was often said that 'AMP pages are slower'.

Google says in a page experience FAQ, 'Q: What else do I need to consider if I decide to stop using AMP?' Among the items, 'AMP is neither a requirement for displaying content in the Discover feed, nor a ranking requirement. However, AMP article cards automatically use large thumbnail images, so the click rate is high. Therefore, if you don't use AMP, use Robots metatags such as 'max-image-preview: [large]' to display large thumbnail images. ' As for the future of AMP, 'We strongly believe in the AMP project's goal of continuing to invest in AMP and providing web pages that provide a great user experience.'