In this week i.e. in the third week of July, Google has removed the Thunder icon which was visible on AMP pages. AMP pages cannot be identified separately in search results. Actually now it is not necessary for the page to be AMP to come in the top stories carousel of google.
In such a situation, the question comes that why has the value of AMP suddenly started depleting? Is there any benefit to converting a website to AMP format? Is Google going to close the AMP project?
Google never hesitates to finish its projects. The list of all the projects of Google which have been finished is very long.
Google play music, Google +, Google hello, Google Audio Ads, and much more. You can see all the closed projects of google with the help of the link given below.
What is AMP?
Accelerated Mobile Pages (AMP) is an open-source framework that was created to make website pages visible in an instant. Google is the Yashoda mother of this AMP framework, which means that the website will be yours, but once Google crawls the AMP page, all the assets go through its hosting.
The URL is also from Google and the Thunder icon was also from Google, but it is not now. There was a special purpose to develop this entire ecosystem. AMP was released in 2015 October 2016 the average speed of the internet was 6.8 Mbps.
At that time the hardware of mobile phones used to be of very low quality and the speed of the internet was also less. In such a situation, the website used to take a lot of time to load, which used to discourage the user from using more internet. If fewer people use the internet, then the loss will be of Google itself and that is why Google created AMP which used to help websites load super fast.
There were many if’s and but’s with AMP such as CSS should be inline, JS functions were limited, Analytics was also fine. Website owners didn’t have any specific reason to switch to AMP. That’s why Google talked about giving them more traffic and a better rank.
Google gave AMP pages the Thunder icon and started showing in the top stories. Whatever link is at the top of the search results will be clicked more and that’s where the use of AMP started.
In 2016, where only 9 lakh domains were using AMP, by the time of 2018, 3 crores 10 lakh domains started using AMP. But Google soon realized that AMP could not be a permanent solution. AMP used to work for normal blogs and websites but AMP was never good for e-commerce websites. Therefore, from 2018 itself, Google started working on such metrics that could measure the performance of web pages in scale-up.
This is where Core Web Vitals begin. By 2020, the hardware of mobile devices had become very good, the speed of mobile internet had also increased 3 times to more than 20 Mbps. Due to the fall in the price of Computer Hardware, the performance of WebHostings had also become very affordable.
Which meant that the users had such mobiles or smart devices that could render the website in a fast way. There was a good internet connection that could download the website quickly and Google also had a test of Core Web Vitals. By which Google could see whether a website is fast or not.
In such a situation, there was no point in staying only AMP in Top Stories. Pages that achieve Core Web Vitals are loaded in seconds, become usable quickly and their layout is also good. The biggest thing from Google’s perspective was that all these websites run at their own expense, for that Google does not have to spend on AMP.
Now Google had to remove AMP, for which the first step was to eliminate the identity of AMP pages. That’s why Google removed the Thunder Icon of AMP last week. Users have no way of knowing whether a page is AMP or not, at least in Search Results. Any website whose Core Web Vitals score is fine can come in the top stories carousel. Google also removed this advantage of AMP pages.
Is Google going to Close AMP?
The answer is Not Now, there is no information yet that suggests that Google is going to Close AMP. But in the future, Google may close AMP. let’s wait and watch what will happen
Should AMP be used on the website?
Probably not, now there is no direct benefit of using AMP, there is no benefit of traffic, so what is the use of using it? In one condition you can use AMP or AMP can be beneficial in one condition that you do not want to spend on expensive web hosting.
Or do not want to spend time on optimizing the Core Web Vitals of your site. In such a situation, AMP is a good solution for you, you will not have to buy expensive web hosting, you will not have to optimize it. But AMP is not suitable for every type of website, AMP should be run away from e-commerce stores.
Should AMP be removed from my site?
The last question is whether your site should be removed if it already uses AMP. The answer is No, if AMP is already there, then it is not going to do any harm.
AMP is not dead yet, but the benefits of using it are greatly reduced. AMP is only beneficial for you in one only way that you don’t want to buy expensive Web Hosting. By using an AMP your site runs faster and load quickly.