{"id":76602,"date":"2021-11-26T11:53:57","date_gmt":"2021-11-26T11:53:57","guid":{"rendered":"https:\/\/rockcontent.com\/?p=76602"},"modified":"2025-09-07T03:02:49","modified_gmt":"2025-09-07T06:02:49","slug":"the-end-of-amp","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/the-end-of-amp\/","title":{"rendered":"Will AMP Fade Away Soon? It Seems So"},"content":{"rendered":"

Twitter has recently announced in its\u00a0developer portal<\/u><\/a>\u00a0that the\u00a0Accelerated Mobile Pages (AMP) technology is being gradually discontinued<\/strong>\u00a0in the social network.<\/p>\n

The AMP was created in 2016 by Google to make pages load faster on mobile devices, and it 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 their pages in the Google News “Top Stories” section.<\/p>\n

Since last year, many AMP big players have started to decrease their relevance and usage. Even the\u00a0Washington Post<\/em>,\u00a0highlighted<\/u><\/a>\u00a0as one of the main AMP Success Stories, does not support the technology anymore. Another long-time partner, LinkedIn, also started to decrease AMP results relevance.<\/p>\n

The reason is that\u00a0Google also\u00a0<\/strong>started retiring AMP<\/u><\/strong><\/a>, and in August this year, it started to roll out the Core Web Vitals (CWV) impacts to the search engine live for all users globally.<\/p>\n

It means that, instead of ranking up websites that had the AMP version of its pages, the ones that had a great performance in CWV metrics would have their pages better-ranked instead.<\/p>\n

Is AMP Fading Away?<\/h2>\n

The short answer is yes, it is.<\/p>\n

Since last year, when Google started to consider non-AMP pages for their “Top Stories” news section, pages that supported the technology began to notice the decrease of referrals to their AMP pages.<\/p>\n

Another situation that made users unable to identify and prioritize AMP results was the removal of the lightning bolt icon indicator.<\/p>\n

\n
\"\"
Example of the AMP lightning bolt icon<\/figcaption><\/figure>\n<\/div>\n

Another point that AMP is mostly gone? With good results that the changes CWV metrics brought to websites’ performance in general, Google announced that it might bring the lightning bolt icon back to pages that had great results in their\u00a0PageSpeed Insights<\/u><\/a>\u00a0tool, regardless of AMP support.<\/p>\n

It’s kind of wild how quickly all of this shifted. Only a couple of years ago, it felt like AMP was just another non-negotiable checklist item\u2014something every serious publisher had to swallow, whether they liked it or not. Now, with the rug pulled out and Google’s priorities changing, there’s this weird sense of freedom mixed with panic. Agencies and site owners who had invested time and cash into maintaining AMP are scrambling a bit, but the more adaptable ones seem almost relieved. No more explaining to clients why their beautiful site looks barebones on AMP or why metrics suddenly took a hit despite content not changing one bit.<\/p>\n

There’s a strange nostalgia, too, for all the troubleshooting that defined the AMP era\u2014those moments of frustration when a slightly misshapen header or an invisible menu would drive you up the wall. Looking back, it almost feels like an odd rite of passage for anyone deeply involved in digital publishing between 2016 and, well, 2025. And yet, if you listen in on industry circles, there’s hardly any mourning. People are, honestly, too busy chasing the next big tweak or algorithm shift. There’s still plenty to optimize, only the rules of the game are a touch less rigid now.<\/p>\n

Why Does It Matter to Digital Marketers?<\/h2>\n

You don’t have to do anything regarding the AMP discontinuity. However, it does mean you can develop your website to perform better in terms of SEO and from experience and performance standpoints.<\/p>\n

When Google started to rank websites that didn’t use AMP, the company sent a subliminal message to marketers and developers: Focus on user experience, have great design and content, and fast loading. That’s enough for you to rank. AMP is not necessary anymore!<\/p>\n

This is great because it allows you to improve your SEO rank and enhance the user experience while maintaining your website’s features<\/strong>!<\/p>\n

One of the main complaints about the AMP technology is that it showed an abbreviated version of the website, making it hard for owners to offer users the same experience on their original page and the AMP version of it.<\/p>\n

Another important change is that you won’t have to maintain two versions of the same page<\/strong>. This is especially relevant for small businesses, which can have a hard time (timely and financially speaking) maintaining two different pages.<\/p>\n

What Do You Have To Do Now?<\/h2>\n

You can start retiring your support for AMP pages gradually<\/strong> to test the effects this can cause on your SEO performance.<\/p>\n

Here at Rock Content, we have done this since the beginning of this year. Of course, we continue to do optimizations. Our traffic continues to grow vastly, and we have today seven million monthly users in our global blogs. And we don’t use AMP anymore!<\/p>\n

It’s also important to study and start implementing changes to enhance your score on CWV metrics. We have a\u00a0complete guide<\/u><\/a>\u00a0to help you understand and implement it.<\/p>\n

}}<\/p>\n","protected":false},"excerpt":{"rendered":"

Twitter has recently announced in its\u00a0developer portal\u00a0that the\u00a0Accelerated Mobile Pages (AMP) technology is being gradually discontinued\u00a0in the social network. The AMP was created in 2016 by Google to make pages load faster on mobile devices, and it incentivized its adoption by rewarding pages that supported the technology with higher ranks in search results. Initially, its […]<\/p>\n","protected":false},"author":1,"featured_media":76603,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[122],"tags":[],"class_list":["post-76602","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"yoast_head":"\nWill AMP Fade Away Soon? It Seems So<\/title>\n<meta name=\"description\" content=\"Twitter and Google are discontinuing AMP features. 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