Yikes! Google Skeptics Amp Up
April 6, 2017
Beyond providing search, email, office suite services, and not doing any evil, another of Google’s goals is to ramp up its search speed. Media Post shares via its Search Marketing Daily column that “Search Experts Skeptical Of Google Amp Updates.” Google’s Accelerated Mobile Project (AMP) might make it easier to access the original URL from search results, companies who rely on mobile search for marketing and advertising are not happy with it.
AMP reduces a Web site’s functionality by caching the content and in search results it prioritizes AMP. Companies are losing potential clients when they are unable to display their wares in the growing mobile market. It also does not bode well for Google, which draws a significant profit from ad revenue. Why would Google hinder its own clients? It is all in an effort to make the end user’s Google mobile search experience better.
The clients want to forgo the AMP experience:
‘If load times and user experience is really the issue here, then Google should prioritize based on load speed,’ wrote Yee Cheng Chin. ‘An AMP site with tons of images isn’t necessarily better than a simple minimal static page Web site served over CDN. I also want to use Google to look for relevant content, not whether a website conforms to Google’s own proprietary standards when searching.’ Chin, along with others, simply want to know how to disable the feature.
End users are frustrated as well because AMP changes the original URL’s content and does not always show what would be available on a full page.
The load times might be fast, pages are easier to read, but original intent and content are lost. What is the solution? Wait for technology to be upgraded enough to handle the original Web pages and bigger screens.
Whitney Grace, April 6, 2017
Comments
-
- Subscribe to Beyond Search
Feature archive
News archive
-
