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Why Google AMP is bad

AMP, which stands for Accelerated Mobile Pages was introduced by Google in 2015. The concept of AMP framework is to make website load faster, especially on mobile devices. While the idea is great, the execution is poor, leading to the ‘blurriness’ of URL, and less revenue for web publisher.

1. It is not the same as the original did

Because AMP is a stripped-down version of your original content, you are at Google’s mercy when it comes to how (and even if) your content is actually displayed. You give up the overall styling of your page in return for a really quick download. If your site features a lot of video, AMP would not be that beneficial for you as the download time would pretty much remain the same.

If you’re visiting a website without AMP in mobile, you will be served with the page format that the publisher actually want you to view. For a clearer perspective, take a look of this AAD post compared side by side:

AAD without AMP used (original)
AAD with AMP used

In this case while the AMP one looks more organized, it is missing important features from the original, like site navigation and search function. overall, the AMP one is less functional.

2. You’ve reading it on Google’s sites, not the actual website

One of the problems with the Accelerated Mobile Pages concept is that content built utilizing AMP is served up through a cache on Google’s server rather than actually linking to the original page on a publisher’s website. This means that the reader is spending more time on Google’s site and will be seeing Google advertising as opposed to any paid advertising on the content provider’s site. More money for Google, less money for the actual content creator.

Although in 2018 Google stated that it is working on fixing this problem so that linked pages will appear under the original publisher’s URL, until now the easiest way to copy URL (which is address bar) still shows Google address first.

3. Google’s control

The content loads off of Google’s own server, not from the website itself.

Another point is that Google are pushing AMP adoption by their regular means of propaganda — “AMP sites will rank higher on Google!”. Moreover, a partnership with WordPress might bring AMP enabled by default to millions of unsuspecting webmasters. Of course, my blog will never use it, although I’ve ever use it when I just started out on WordPress (because at that time I didn’t knew anything about AMP)

Search engines are in a powerful position to wield influence to solve this problem. However, Google has chosen to create a premium position at the top of their search results (for articles) and a “lightning” icon (for all types of content), which are only accessible to publishers that use a Google-controlled technology, served by Google from their infrastructure, on a Google URL, and placed within a Google controlled user experience.

from AMP open letter

So what we can do about this?

First, if you have a website that utilize AMP, remove those codes or disable them entirely. Second, when you’re searching through the internet with Google, avoid content that has a ‘lightning’ icon. Third, use “Redirect AMP to HTML” extension in your browser. Hopefully with these in mind, we can avoid AMP altogether & reduced the general usage of AMP.


As a result of AMP implementation, most web surfers won’t ever leave Google, since everything they search for will be served to them on Google’s “wallet garden”. This is not really a “web” of interconnected websites anymore, but a centralized dystopian future. Remember, The Web is not Google, and should not be just Google.



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