As I progress towards the second anniversary of this blog, I’m learning new things about blogging all the time, like AMP, which I had never really paid much attention to before. AMP stands for Accelerated Mobile Pages, and it is a project launched by Google in 2015. AMP uses simplified HTML (hypertext markup language, the “code” of your webpage) and streamlined CSS (cascading style sheet) rules to make Google search results display more quickly on mobile devices.
I discovered yesterday that, many times when I use Google on my iPhone to search for and pull up one of my blogposts, it is now formatted differently than before. It would appear that Google is now delivering the AMP version instead. And to be honest, I’m not quite sure whether or not I like this.
Here’s a side-by-side, before-and-after comparison. On the left is what my blogposts used to look like on my cellphone (it’s using exactly the same fonts and design as if you were reading them on a desktop machine). But now, most of my Google search results on mobile come up looking like the image on the right (the AMP format).
Notice that the web address of the image on the left (my regular blogpost style) says “ryanschultz.com”, while the web address of the image on the right (the AMP version) says “google.com”. Google is serving a cached version of my content.
Now, the good news is that these AMP blogposts are supposed to load faster for mobile users, but the bad news is that the AMP display strips out several user navigation details I had deliberately put in, such as the the “sandwich” menu in the upper right hand corner of the picture on the left, which led people to my blog’s search box and to other areas of my site. The AMP version also strips out the three related blogposts links that appear at the bottom of each of my blogpost pages. In other words, AMP is removing many of the ways that users could navigate within my blog, instead forcing them back out into Google. Google is basically using AMP to drive more traffic back to itself, rather than keeping people clicking around within my blog, and exploring. I hate that.
AMP has been widely criticized by many in the tech industry for being an attempt by Google to exert its dominance on the Web by dictating how websites are built and monetized, and that “AMP is Google’s attempt to lock publishers into its ecosystem”. AMP has also been linked to Google’s attempt to deprecate URLs so that users will not be able to immediately see whether they are viewing a webpage on the open Web or an AMP page that is hosted on Google’s servers.
Now, there’s nothing stopping the user of the AMP page to click on the chain link icon found in the upper right hand corner (it’s right next to “ryanschultz.com”, below “google.com” in the image to the rght) and use that link to see the page as I really want them to see it. But really, who is going to be bothered to take that extra step? Most people just take the info they need and run.
So now I have a difficult decision: turn off AMP completely on my blog and give everybody the same design experience, or leave AMP on and give up some more control to Google (which, I might add, drives a significant amount of traffic to my blog).
So, what do you think? Does it matter to you which version of the blogpost you see when you search Google? I’m willing to bet most people didn’t even know about AMP and could care less, as long as they find what they are looking for. So (for now), I am leaving AMP turned on.