AMP, or Accelerated Mobile Pages, is a project backed by Google which has been designed to help publishers ensure pages load quickly and efficiently on all mobile devices. Although it sounds like a great tool in theory, things aren’t necessarily all they appear to be.
The Controversial Side of AMP
Content using AMP doesn’t load from an individual website itself, instead loading from a Google-owned server. The internet was designed to link pieces of content together, which is why it’s called the ‘World Wide Web’, but through the creation of a single portal and the subsequent encouraging of its widespread adoption, displaying content without directly linking users through to individual sites threatens the interlinked foundations upon which the internet was created.
If AMP were to be widely adopted across the board, it is arguably not unreasonable to see a future where users will search for, find and consume content without ever leaving the Google portal.
The End of Personalised Websites?
All content displayed in Google’s AMP view has all personalisation and branding removed. As well as being problematic for individual businesses, this could also spell bad news for journalism – if all source information is stripped away from each article, it will be easier to spread fake news.
Disassociating every creator from their own content is unquestionably a huge issue, and while this point of view may sound somewhat hyperbolic, there’s no doubt that Google thrives on content to run through its extensive algorithms and increase their profits from advertisements.
A project that seeks to restrict layout choices and limit sending traffic to your website and see a reduction in the amount of analytics data that is available to analyse should be sending warning signals to business owners and web designers in Swansea alike. Design agencies specialise in a wide range of development and SEO techniques such as those that can be seen here: http://www.accent-adc.co.uk/category/website-design-web-designers-responsive-websites/. They deliver positive results for businesses, and so it’s hugely worrying that those things may be entirely stripped away by a widespread adoption of AMP.
What Can Be Done?
Collectively rejecting AMP will send a powerful message to Google. Content pushed through AMP may currently be given a higher priority status by Google, but if there is no content there to prioritise, Google will be forced to make the changes so many want to see.