Google Amp: Good for Google. Others? Hmmm.
April 2, 2018
Google Amp receives a bit of lab testing from TimKadlec.com. The article is “How Fast Is Amp Really?”
The write up, complete with hard data and graphs, is worth reading. Google Amp is supposed to speed up the mobile Web for those who view pages on mobile phones. (That’s about 60 percent of the world by some estimates.)
Here’s a snippet from this useful analysis:
If we’re grading AMP on the goal of making the web faster, the evidence isn’t particularly compelling. Every single one of these publishers has an AMP version of these articles in addition to a non-AMP version. Every. Single. One. And for more often than not, these non-AMP versions are heavy and slow. If you’re reading news on these sites and you didn’t click through specifically to the AMP library, then AMP hasn’t done a single thing to improve your experience. AMP hasn’t solved the core problem; it has merely hidden it a little bit.
Beyond Search believes that Amp is good for the Google, maybe not so much for the user geese.
Stephen E Arnold, April 2, 2018
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