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Accelerated Mobile Pages ("AMP"), is a Google project that seeks to improve the UX of the Web.
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Fighting back against Google AMP

Marko Saric shared 6 ways to fight back against Google AMP and make your sites faster than AMP without using AMP.

There’s a popular thread on Hacker News with lots of people complaining about how Google AMP (Accelerated Mobile Pages) is ruining their mobile web experience.

This week I also got two AMP links sent to me via Telegram and to see those Google URLs replacing unique domain names made me a bit sad on behalf of the owners of those sites. As a site owner myself, it feels like sovereignty of a website being taken away.

Here’s how you can fight back against Google AMP…

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Instant-loading AMP pages from your own domain

Love it or hate it, the march of AMP drives on…now your pages can appear under your URL instead of the URL.

Today we are rolling out support in Google Search’s AMP web results (also known as “blue links”) to link to signed exchanges, an emerging new feature of the web enabled by the IETF web packaging specification. Signed exchanges enable displaying the publisher’s domain when content is instantly loaded via Google Search. This is available in browsers that support the necessary web platform feature—as of the time of writing, Google Chrome—and availability will expand to include other browsers as they gain support (e.g. the upcoming version of Microsoft Edge).


The two faces of AMP

Tim Kadlec shares concerns about Google’s Accelerated Mobile Pages:

It wouldn’t bother me if AMP was open about what it is: a tool for folks to optimize search engine placement. But of course, that’s not the claim. The claim is that AMP is “for the open web.”

If AMP is truly for the open web, de-couple it from Google search entirely. It has no business there.

If AMP makes performance better, that’s fantastic! Let’s incentivize good performance in the rankings. Let’s incentivize the goal, not the tool.

There’s a lot of speculation on what AMP is and isn’t. Tim does a great job of breaking this down.


Improving URLs for AMP Pages

The #1 feature for AMP? Fix the URLs.

Malte Ubl:

Search can take advantage of privacy-preserving preloading and the performance of Google’s servers, while URLs remain as the publisher intended and the primary security context of the web, the origin, remains intact. We’re super excited about getting this work under way and we expect the changes to first reach users in the second half of 2018.

Basically, this will ship by the end of 2018.


A letter about Google AMP

Despite the recent announcement to fix AMP’s URLs, a large community of web workers (the people, not the feature) are “deeply concerned” about Google’s Accelerated Mobile Pages:

AMP keeps users within Google’s domain and diverts traffic away from other websites for the benefit of Google. At a scale of billions of users, this has the effect of further reinforcing Google’s dominance of the Web.

The whole letter is brief and worth reading to determine if you’re for or against its message. The key statement:

The Web is not Google, and should not be just Google.

You can sign the letter with a pull request, but you’ll have to wait in line.

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