The publishers are moving away from Google’s Accelerated Mobile Pages (AMP). Since the launch of AMP in 2016 Google has moved on. AMP’s usefulness is being questioned. Other technologies can provide more flexibility in customization and monetization.
AMP offers an easy way to produce fast-loading and user-friendly mobile pages along with other benefits. It has its limitations too. Publishers moving away from AMP will have to ensure that they retain its advantages and at the same time move away from its limitations.
Large businesses can build their own custom AMP alternatives but everybody cannot do so.
To ensure that their pages perform well the publishers can focus on the following:
1. To make sure your pages rank well you should comply with the Core Web Vitals metrics. You should set-up real-user monitoring and check the Core Web Vitals scores in real-time. Investigate any issues and provide quick actions.
The first thing to ensure is that your pages load quickly and for this you can use full-site caching and Content Delivery Network (CDN). This gives you the advantages of Google caching AMP pages. It also offers several advantages like giving you more control, increased security and reliability.
2. You need to offer more than just quick loading time to keep your user engaged and maintain the top place in the search results. You should add features into the page design that boost engagement and interactivity.
3. One of the main components of publishing operations is advertising. The platform should support a large number of demand partners. AMP offers limited options and it becomes difficult to implement header bidding. AMP supports only specified ad formats.
4. One of the reasons why the publishers continue to use AMP is its simplicity. Any website can set up the AMP page without much technical expertise. And it does not require any costly development either. Your custom solution should be easy to set up.
This way the publishers can make sure that their mobile sites continue to perform well and offer a positive user experience without using AMP.