![]() ![]() The page layout only offers minimal room for modification, while in some cases simple functions such as the share button or comment fields are not available in the AMP-optimized version.īut above all: instead of the promised increase in advertising revenues, publishers are faced with declining ad revenues. Publishers, too, have been critical, for example, of the limited technical options that AMP has. Declining ad revenue instead of better UXįor readers, AMP has struggled to attain widespread popularity: In Apple’s App Store, as a Tweet by tech exopert Ben Evans shows, there is an app available for a couple of euro-bucks, with which users can get rid of AMP pages via an automatic redirect to the regular pages. Landing a coveted spot in one of the widgets on the first page of Google search results means that publishers can expect millions of readers for their articles, which then means millions in website traffic that can be monetized with ads. Screenshot: OMR/Florian Heideįor publishers both stateside and abroad, Google News provides a massive reach boost. The Google Newsbox as it appears when searching for German Chancellor “Olaf Scholz.” This is where every publisher aims to be-here millions of impressions are generated. For publishers both stateside and abroad, Google News provides a massive reach boost. How? Because the News Carousel at the top of the search results page or in the News Box is exclusively reserved for AMP publishers. A better UX was not the only benefit for publishers-those that used AMP would receive preferential treatment in the Google News listings. Reach booster Google NewsĪMP was primarily aimed at online publishers and publishers who used the product would see a little lightning bolt icon in the search results next to the URL. Later that same year, Google addressed the trend by introducing a new standard for mobile websites, “Accelerated Mobile Pages.” The concept was simply that by using a stripped-down HTML code, mobile websites could load faster, consume less data and generally offer an improved UX, which, in turn, would lead to a lower bounce rate. While one in five people still used their smartphone to access the Internet in 2011 by 2015 that figure grew to two-thirds. Accordingly, the number of people accessing the Internet via mobile has skyrocketed. Over 1.2 billion of them were sold in 2020-in 2010 that figure was just around 300 million. ![]() More than any other, the past decade has been dominated by the smartphone. ![]() Today, OMR is taking a closer look at how AMP has performed, why the rift between publishers and Google has seemingly become to great to overcome and showing examples of publishers who have recently stopped using AMP. That has not only faltered, but in the past year, both large US digital publishers and well-known European publishers have stopped using AMP. When Google introduced “Accelerated Mobile Pages” (AMP) in 2015, it hoped that by loading publisher pages faster it would lead to a traffic spike for Google. ![]()
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