Google is killing its controversial AMP requirement.

Bad news, what’s coming could be even worse …

For years, Accelerated Mobile Pages (AMP) format was required to rank in the Google News carousel. No more! Google introduces ‘Core Web Vitals’ to replace the former.  

AMP has not disappeared from the scene yet. It is still in the use of all the leading news sellers. 

What AMP offered?

Google AMP has two main features. The first is to increase the speed of the web. Easing the task of web developers, it caches unnecessary data on its high-speed servers. Yet an AMP page is not faster as compared to a regular page.

Second, it’s an open-source framework for the web. Ferdy Christant, a web developer called it a “weak defense.” He said, “I can open-source a plan for genocide. The term ‘open source’ is meaningless if the thing that is open source is harmful.”

AMP affects three important components of the web. The URL is the first. A shared URL leads one to a cached Google page, not to the actual webpage. It creates traffic just for Google. 

Secondly, it removes open web standardized HTML. HTML is not liked by programmers for being unclear and imprecise. On the same basis, it is a favorite among many. AMP is a set of guidelines for programming launched by Google.  

Thirdly, it interrupts decentralization, which disallows the authority of a single entity. AMP lets Google control all the web content alone.      

Is the replacement worth it?

From web visitors to controlling content, all is in the hands of Google. Pointing this out a web developer, Ethan Marcotte says, “While the shift to Core Web Vitals is a step in the right direction, it also means that Google alone determines what a ‘great page experience’ means.” 

Google is a huge power and authority holder. Regarding Google, Marcotte says it has “taken its propriety document format, and swapped it out for a propriety set of performance statistics that has even less external oversight.”    

Lindsay has over 8 years of experience in the business and finance industry. She is a MBA and a journalist by education and did her internship at a major local newspaper in Texas slowly climbing the ladder to reach the higher echelons as editor of various online news portals before joining Business Magazine.

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