The Evolution of Google AMP: Where It Stands in 2023

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In 2021, Google announced a significant shift in its approach to Accelerated Mobile Pages (AMP), stating that AMP would no longer receive preferential treatment in search results. Fast forward to 2023, and the landscape has evolved even further. This article delves into the current state of Google AMP, its relevance today, and what you need to know as a website owner or SEO professional.

The History of Google AMP

Google AMP was initially launched to speed up mobile browsing by offering a stripped-down version of HTML. It was a controversial move that received mixed reactions from the digital community. While AMP did achieve its goal of faster page loads, it also placed Google in control of the web experience, leading to debates about web freedom and autonomy.

The 2021 Turning Point

In June 2021, Google rolled out an update that stopped giving AMP pages preferential treatment in search results. This was a significant change that allowed website owners to focus on creating a better, more performant, and faster user experience without being tied to AMP technology.

Where AMP Is Today

As of 2023, AMP is no longer a necessity for achieving high search rankings. However, it remains a viable option for those who find it the most efficient way to build fast-loading mobile pages. Google has also introduced several updates to make AMP more flexible and less restrictive, allowing for a better balance between speed and functionality.

The Impact of AMP Changes on SEO

The shift in Google’s stance on AMP has had a profound impact on search engine optimisation strategies. Website owners now have more freedom to choose the technologies they prefer for building fast, user-friendly sites. This has led to a rise in the adoption of alternative methods for improving page speed and user experience.

Case Studies: AMP in New Zealand and Australia

Several businesses in New Zealand and Australia have successfully transitioned away from AMP, focusing instead on optimising their existing websites for speed and performance. These case studies highlight the flexibility that comes with Google’s updated AMP policies.

What Revibe Thinks.

The evolution of Google AMP reflects the ever-changing nature of the web. While AMP may no longer be the go-to solution for mobile optimisation, it remains a useful tool in the arsenal of options available to website owners and SEO professionals. The key takeaway is that, in 2023, the focus should be on delivering the best possible user experience, regardless of the technology used to achieve it.


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