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Save the Internet from WordPress speed abuse.

Updated: September 2017

6 minute read

Google’s ambitious AMP project (October 2015) speeds up the entire mobile web. Right!? It’s a WordPress speed miracle – wait! No it’s not. It’s another Google sham. It promises better SEO results in exchange for people surrendering control and information. Google’s great boon for mobile publishing fizzled.

Three examples of Google AMP hijacking URLs and valuable screen space:


 


 

Three examples of Google AMP hijacking URLs and valuable screen space.

Google, to speed up AMP, stores publisher’s pages and serves from Google. When a reader clicks an AMP link, the address bar displays www.google.com instead of the publisher’s Web address. Oops? Where’d that site branding go?

Google says articles served from its Internet network is four times faster. That’s right. But developers disagree. Engineering or “designing in” page optimization gives the same or even better results. That’s right. It appears Google has a hidden agenda not-so related to speed. That’s their mask.

What do these wonderful plugins claim?

AMP Active installs: 200,000+
Downloads: 769,086
Retention: 26 percent
zip file size: 2.3M

AMP for WP – Accelerated Mobile PagesRetention: 10 percent
zip file size: 1.6M

The Big Promise: AMP makes your website faster for mobile visitors. SEO pros claim Google prioritizes AMPs in search results. Feb. 24, 2016: Google integrated AMP listings into mobile search results. Big deal.

Really? But when we search on the phrase:

“Why Google AMP sucks”

we’re inundated with blog posts by developers. They say unexpected derogatory words about how AMP doesn’t help. They say it’s all a ploy by Google. These aren’t crackpots chiming in here. There are tech heavyweights who think AMP is bad for the free web. Why?

How to Setup Google AMP on WordPress Site (Using AMP Plugin) When you read the above post the propaganda sounds wonderful. Google AMP is the magic silver bullet curing all mobile speed problems. And there are two WordPress plugins helpers to get you set up. One authored and endorsed by Automattic, the  founders and owners of WordPress. What an amazing endorsement! (Question: What is Automattic doing in bed with Google?)

AMP hijacks the real URL of the page and provides no UI control to get back to the canonical URL. Consumers, publishers, sites and users are asking Google to give an opt out feature. AMP often loads broken links, takes longer to view, or may not format properly

When a user searches for an article on Google and clicks on an AMP link, it never leaves Google.com. Even if the AMP link is an external entity. Google rehosts pages from popular search destinations. But they truncate it and reformat it. It’s supposed to be helpful because it lets complex pages load faster, but it’s a pain because it frequently doesn’t format properly or they cut it off in an inconvenient place. You’ve got to waste time getting to the original page.

There’s no way to turn AMP off. If they’ve got an AMP mirror for a domain, they’ll give you those results instead of the actual page every time.

Smaller publishers have more to lose if they use AMP. For many, they think Google owns the small-guys story.

John Gruber at Daring Fireball says the following:

The Problem With AMP

The lock-in aspect makes no sense to me. Why would I want to cede control over my pages to Google? AMP pages do load fast, but if publishers want their web pages to load fast, they can just engineer them to load fast. Best answers I got were that it wasn’t really strategic — publishers are going with AMP just because their SEO people are telling them to, because Google features AMP pages in search results. I suppose that is a strategy, but ceding control over your content to Google isn’t a good one in the long term.

Wikipedia negative quotes about AMP (there aren’t any positive ones):

Some tech media outlets, including The Register have criticized AMP:

I feel this needs to be said very clearly: Google’s AMP is bad – bad in a potentially web-destroying way. Google AMP is bad news for how the web is built, it’s bad news for publishers of credible online content, and it’s bad news for consumers of that content. Google AMP is only good for one party: Google. Google, and possibly, purveyors of fake news… Pinboard founder Maciej Cegłowski already recreated the Google AMP demo page without the Google AMP JavaScript and, unsurprisingly, it’s faster than Google’s version… Anybody can cram an illegitimate idea into a web page and – so long as it’s encoded as AMP content – it’ll look like it’s from a legit new organization endorsed by Google.

Chris Coyier, cofounder of CodePen, writes that AMP would be better if it “was never used as search ranking factor (or anything that could be interpreted as such) by anybody.”

At AMP Conference, Gina Trapani described some aspects of AMP as being “scary to me.”

John Gruber (again) writes:

I’m on the record as being strongly opposed to AMP simply on the grounds of publication independence. I’d stand by that even if the implementation were great. But the implementation is not great — it’s terrible. Yes, AMP pages load fast, but you don’t need AMP for fast-loading web pages. […] It’s a deliberate effort by Google to break the open web.

Why is PagePipe against Google AMP?

Here’s a good offsite article about how Google AMP failed for Kinsta by actually impacting their SEO by a negative 59 percent drop in leads. Read it in a new tab.

Speed is a strategy not a band-aid. You build site and page quality in – not sprinkle it on afterwards. AMP serves Google’s purposes – not ordinary users. We’re surprised an AMP content blocker hasn’t shown up by now. Improving the web is a better answer than donating it to Google. AMP is for apathetic site creators. We can fix the problem without handing everything over to Google.


Below are 8 other offsite links worth checking out:

https://tech.slashdot.org/story/17/01/18/1455259/the-problem-with-google-amp


Google AMP Sucks from bigseo


https://daringfireball.net/linked/2017/05/20/gilbertson-amp


https://productforums.google.com/forum/#!topic/news/ixPneB4vpGk


Google AMP Is Not a Good Thing
https://news.ycombinator.com/item?id=13465467


https://www.theregister.co.uk/2017/05/19/open_source_insider_google_amp_bad_bad_bad/


http://www.osnews.com/story/29823/_Kill_Google_AMP_before_it_kills_the_web_


I decided to disable AMP on my site


 

Godspeed—

Steve Teare
performance engineer

Mobile WordPress Speed – without coding!

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