AMP news Where are we now?

It has been a while since we did a post specifically on AMP. Not sure whether that is because AMP is becoming a common part of the publisher’s toolkit we all use, or that there’s just not that much AMP news to share. I took the liberty to collect some of the recent developments for you. In this post, I will share some of the things that caught my eye and might be interesting for you!

Publisher’s problems

We often discuss publishers when talking about AMP, as it’s clear what the benefit of AMP is for those kinds of websites. Reading an article when waiting for the train or metro, in a plane (some have Wifi, these days), or for instance when waiting for your kids to finish their swimming lessons. Quick reads, on the go. Now there is a problem with that for those publishers:

Six publishing sources, requesting anonymity out of fear of angering Google, said their ads load slower than their content on AMP, and that is part of the reason why they make less money per pageview from AMP than they do from their own websites (Source:

I truly understand how this is an issue for publishers. To provide news to the world, you have to make money somehow. That’s much like how we have to sell premium plugins to be able to provide our free plugins. The one needs the other. I think there’s a task here for advertisement agencies, affiliate programs and so. The issue here is tracking, right? I wanted to share this particular bit of AMP news, as it’s a different way of looking at AMP. We love the speed optimization, UX possibilities, but every upside has its downside.

Tracking AMP and non-AMP pages

Speaking of tracking, Google just announced a new service called AMP Client ID API, which allows you to track your customer’s journey over Google’s pages, such as the search pages. It was already possible to track your user’s journey over AMP/non-AMP pages on your own domain, but now your domain can ‘talk’ to Google as well, so you’ll have a full understanding of that journey. It’s done by a combination of that API and Google Analytics. This service will give you many new insights, for example, if your users have ever visited you via an AMP page displayed by Google or not.

Please note you have to opt-in to this solution, and you’ll need to change your code for that. Read all about it on Google’s Analytics blog.

Products now in AMP

To think that AMP is just for publishers is an illusion. eBay recently launched 8 million AMP pages (summer 2017), which shows AMP is truly ready for that. Read that post; it’s nice to see how a huge website like eBay went about that. Let’s be honest: that AMP page does load fast and it’s clean and crisp on your new iPhone. So it only makes sense, from a visitor point of view, that AMP is used in more online fields. There are more use cases where AMP actually pushed conversion as well. I’m sure we’ll see more of these stories in months to come.

With the development of AMP pages for products, and for instance AMP for recipes, we’ll only have to wait to see what’s next.

Instant instead of AMP?

Did you see this already? Google has been experimenting with a different label for AMP pages:

It’s a tweet from a few weeks ago, but I think it’s remarkable AMP news: the label says “instant.” It’s just the label, of course, but still. It reminded me immediately of Facebook’s Instant articles. It has been a while since I have seen such consistency between the two moguls. Both serve the same purpose, right? Easily loading web pages, freed from all the fuzz that occupies some websites. I think it makes sense to align these terms/labels, and I do have a preference for “instant” over “amp,” simply because the term makes more sense to “normal” people using Google.

Convert to AMP automatically?

It would be so much easier for publishers and website owners if AMP would just be a way of viewing websites on a mobile device. That’s not the case at the moment, with all the specific AMP tags, but Google recently acquired Relay Media, which has a tool to convert pages to the AMP format simply. You can never be sure, but this might indicate that Google intends to start automating the process for you. Just thinking out loud here. Having said that, as with a lot of things with Google, I think it will always be better to suggest things like meta tags, titles and this AMP ‘design’ to Google yourself. And keep a bit of control over that in the process. We’ll have to see how deep/fast they will integrate Relay Media’s technique into, well, everything mobile.

Update: HTTPS already required for AMP?

The final piece of AMP news I’d like to share, or better remind you of, as you might already know this, is that Google likes you to serve your AMP pages over HTTPS. In fact, Google’s Maile Ohye told the audience at the SEJ Summit (November 2016) that having an HTTPS website is going to be required for PWAs (Progressive Web Apps) and much of the AMP functionality on pages.

It makes all the sense in the world that Google is pushing HTTPS for AMP. With the rapidly growing number of AMP pages and Google’s (and our) wish to serve mainly HTTPS pages, I would perhaps have pushed HTTPS for even more than just a part of the AMP functionality, and even earlier. I include this subject in this AMP news update because to my knowledge it’s still not required, but strongly recommended.

That’s your AMP news for now

We’ve lined up some of the AMP news we felt worth sharing. If you have any additions, please do post these in the comments, as AMP is and will be a development we’re watching closely from both a UX, an SEO and a business point of view. Want to know more about AMP and future developments, keep a keen eye on the AMP roadmap :)

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10 Responses to AMP news: Where are we now?

  1. sachin
    sachin  • 2 years ago

    is using amp good or not ? someone tell me not to use amp on my wordpress blog.

  2. Abdul Muneeb
    Abdul Muneeb  • 2 years ago

    AMP is still not working, it increases engagement rate but lose business…

  3. Matt Javit
    Matt Javit  • 2 years ago

    I converted to AMP & Yoast Glue for my main website but lost a bit part of the reason people visit – photos – because I use a third party plugin to have better usability in a gallery format to look through 10-20 photos at a time. Now when people visit the AMP page, they only get the article and not the photos. Any help on this? Best way to post photos for AMP?

  4. Sabarinath S
    Sabarinath S  • 2 years ago

    After implementing AMP to my website, saw significant improvement in search traffic and also its true, ads loads slower than content.

  5. Dooman
    Dooman  • 2 years ago

    I must have 2 posts for a unique focused keyword. When i wrote the second one which is more important, the plugin hint says “be sure to make very clear which URL is the most important”. How should i do that?

  6. Athar Malik
    Athar Malik  • 2 years ago

    Thinking of converting the mobile version of my site to AMP pages

  7. AdInfusion
    AdInfusion  • 2 years ago

    i think alot of people are still ignoring AMP and the new mobile index. I feel like so many times people have warned about “mobile friendlyness” that now its kind of like the boy who cried wolf.

    Personally i think the sky is falling and I like reading about this kind of stuff.

  8. whiwo
    whiwo  • 2 years ago

    I’ve tried AMP and it’s useless for my site. I run a podcast that uses an HTML music player for streaming and/or download. AMP doesn’t support it.

    I also use the Give plugin for donations; also not supported. My site is plenty fast on 4G I don’t know about 3G. Likely, those around the world still on 3G wouldn’t be listeners anyway.

    Now, I have to deal with all those pesky redirects for AMP pages on a daily basis. This has been a nightmare.

  9. emratthich
    emratthich  • 2 years ago

    I’m still waiting. I’ve bad experiences with AMP for WordPress. Duplicated contents, slow indexing, and no ads control. Now, I turned off and removed all AMP page for my site.

  10. Mery
    Mery  • 2 years ago

    I used this method on my site, it was really great