What is AMP technology? Why are many websites stopping using it?

In the industry of internet marketing one of the great protagonists is Google, which dictates the standards on how to work in your digital ecosystem. However, it may soon lose some of its power, at least when it comes to mobile website formats.

Despite the fact that most people use their phones more than their computers to access the web, there are still many websites that are not 100% mobile-enabled: they are not responsive, for example, or their technology is “heavy” to play properly on phones. This directly affects the user experience.

Google and other organizations created the technology MPA in 2015, in order to improve the loading speed of web pages on mobile devices.

In digital marketing what does AMP mean?

MPA or Accelerated Mobile Pagestranslated as accelerated mobile pages, is a framework or framework for the improvement of web pages, created in order to be compatible with phones connected to the Internet.

We must start from the idea that the ability to browse the Internet through smartphones is less than that of a computer. That is why from cell phones the pages take a few seconds more to be fully displayed (yes, we are talking about a few seconds affecting the permanence or the abandonment of the users of a web page). There are also variations if the phone is connected via WiFi or mobile data.

MPA uses HTML as a programming language, but with certain restrictions. Its goal is to reduce loading time by optimizing all resources. When comparing a web page that does not have AMP with one that does, the AMP framework can speed up loading times by about 80%, thus consuming less data.

In simple terms, MPA forces heavy elements of a web page to be omitted. Visually the same page can have differences between a format with or without AMP.

Why are many websites deprecating AMP?

Yes OK MPA It is an open source technology (that is, free and open access), it has given Google the power to say what can be done and what not regarding web pages. For example, Google decides which elements to omit from a page to make it compatible with AMP, they can be logos, reader comments or certain graphic elements, among others.

If a page did not meet the AMP requirements, Google it did not show it in the first places of search results, in its section Google news, even though its content matched the user’s search term. This has just changed, as I will tell you later.

Pages that don’t use AMP also can’t benefit from selling their ad space with the AMP-managed ad network. Googlewhich represented less income to the owners of those websites.

MPA It has been a way to standardize the pages that Google offers to its users.

Recently Google announced that it will no longer be necessary to adhere to all the AMP criteria to appear in the Top Stories of Google News. This was the result of an accusation headed by 17 attorneys general from the United States, where they claim that Google limits ads that are not AMP.

In addition to the indictment by US prosecutors, Google It has come under pressure on other fronts. Various websites, focused on producing quality content such as Washington Post, buzzfeed, Vox Media and bustle are in the process of leaving the format Google AMPs. In this way, they would achieve independence over the way their notes are displayed on smartphones and would have greater freedom in the advertising spaces they sell.

If the websites no longer use the AMP framework to be at the top of the news Googlewe are living in times of change, where each publisher or content editor can select another technology that is not subject to Google’s rules.

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