Is AMP going away soon? It seems so
Posted: Sun Feb 16, 2025 6:56 am
AMP was created in 2016 by Google to make pages load faster on mobile devices and incentivized its adoption by rewarding pages that supported the technology with higher ranks in search results. Initially, its support was also mandatory if news portals wanted to have their pages in the "Top Stories" section of Google News.
Since last year, major AMP players have begun to decrease its relevance and usage. Even the Washington Post , highlighted as one of the major AMP success stories, no longer supports the technology. Another long-time partner, LinkedIn, has also begun to decrease the relevance of AMP results.
The reason is that Google also started retiring AMP technology and in August this year began implementing Core Web Vitals (CWV) impacts on the search engine live for all users globally.
It means that instead of ranking websites algeria phone number list that had the AMP version of their pages, those that performed well on the CWV metrics would have their pages ranked higher.
Is AMP fading away?
The short answer is, undoubtedly, yes.
Since last year, when Google started considering non-AMP pages in its Top Stories section, pages that support the technology have started to notice a decrease in referrals to their Accelerated Mobile Pages.
Another situation that resulted in users being unable to identify and prioritize AMP results was the removal of the lightning bolt icon indicator.
As if that wasn't enough to prove the end of AMP, with the good results that the changes in CWV metrics brought to the performance of websites, Google announced that it may return the lightning bolt icon to pages with excellent results in its PageSpeed Insights tool . This, regardless of AMP compatibility.
Since last year, major AMP players have begun to decrease its relevance and usage. Even the Washington Post , highlighted as one of the major AMP success stories, no longer supports the technology. Another long-time partner, LinkedIn, has also begun to decrease the relevance of AMP results.
The reason is that Google also started retiring AMP technology and in August this year began implementing Core Web Vitals (CWV) impacts on the search engine live for all users globally.
It means that instead of ranking websites algeria phone number list that had the AMP version of their pages, those that performed well on the CWV metrics would have their pages ranked higher.
Is AMP fading away?
The short answer is, undoubtedly, yes.
Since last year, when Google started considering non-AMP pages in its Top Stories section, pages that support the technology have started to notice a decrease in referrals to their Accelerated Mobile Pages.
Another situation that resulted in users being unable to identify and prioritize AMP results was the removal of the lightning bolt icon indicator.
As if that wasn't enough to prove the end of AMP, with the good results that the changes in CWV metrics brought to the performance of websites, Google announced that it may return the lightning bolt icon to pages with excellent results in its PageSpeed Insights tool . This, regardless of AMP compatibility.