Google will no longer preferentially treat websites that use AMP acceleration technology

AMP is an open-source project led by Google. The open-source project aims to speed up the loading speed of web pages, thereby improving the search experience on the mobile terminal.

When the website is adapted through this technology, it can be opened in seconds when searching on Google. Although the advantages are obvious, the related resources are hosted on Google, which also caused controversy.

The reason is that Google places its core resources on its own servers for hosting, and even users open Google domain names instead of website domain names.

At the same time, Google’s preferential search ranking for such sites has also caused controversy. A large number of sites that are unwilling to adapt believe that Google is introducing traffic to its own platform.

Although the advantages are obvious, not all websites have a reason to adopt this technology. The main reason is that it is hosted on Google, so the website’s control of the page will be reduced.

For example, in terms of website functions, AMP pages are not as versatile as native websites, and hosting resources on Google also means that Google can obtain more visitor data.

However, if you are unwilling to adapt, the search ranking may be lowered, especially for news and information websites, which means that more traffic is obtained by opponents.

So the project has been controversial since its inception. For example, if you want to be at the forefront of search results, you must use AMP technology to adapt your website.

Google announced that Google will no longer preferentially treat websites that use AMP acceleration technology in the Google Search result starting next spring.

Google said that the company will continue to focus on website content and functions and use this as a ranking basis. Simply put, AMP technology will no longer be weighted and ranked at the forefront.

Starting next spring, regardless of whether the website uses AMP technology, it will be treated equally, and the content of the website will be ranked normally according to Google’s original search algorithm.

Google said that this does not mean that AMP technology will die, in fact, the technology has been open-source, so the technology may still be useful in other areas.

But without the support of Google search traffic, it is estimated that no more websites will be willing to use this technology, so it is estimated that this technology will die out soon.

Although Google did not disclose why it suddenly decided not to preferential treatment of AMP sites, industry insiders speculated that this may be Google’s response to antitrust pressure.

Simply put, AMP technology selectively treats different websites differently, and it is actually anti-competitive behavior to circle users and traffic within Google’s own service system.

Via: themarkup