Google AMP is dead! AMP pages no longer get preferential treatment in Google search

Tough questions at Chrome Dev Summit’s AMA session • The Register

Forgive me for linking to The Rag, but for completeness’s sake, it would be remiss of me not to point out more coverage of “that” question I asked:

It was to the company’s credit that it chose to take the question posed by Clearleft’s Jeremy Keith, well known in the web standards community and who was briefly on the advisory committee for AMP (Accelerated Mobile Pages), before resigning saying that “it has become clear to me that AMP remains a Google product.” AMP has been in the news of late with a lawsuit alleging Google deliberately throttled ad load times to promote it, and Keith asked: “Given the court proceedings against AMP, why should anyone trust FLOC or any other Google initiatives ostensibly focused on privacy?”

AMP Has Irreparably Damaged Publishers’ Trust in Google-led Initiatives – WP Tavern

An article by Sarah Gooding, prompted by the question I asked at Chrome Dev Summit:

Jeremy Keith’s question referencing the AMP allegations in the recently unredacted antitrust complaint against Google was extremely unlikely to receive an adequate response from the Chrome Leadership team, but the mere act of asking is a public reminder of the trust Google has willfully eroded in pushing AMP on publishers.

How to fight back against Google AMP as a web user and a web developer – Marko Saric

• Don’t use Google search
• Don’t use the Chrome browser
• Don’t use AMP on your own sites
• Why are so many sites slow in the first place?
• Treat the cause: Third-party requests slow down the web
• How to make your sites faster than AMP without using AMP

How Google Pagespeed works: Improve Your Score and Search Engine Ranking

Ben shares the secret of SEO. Spoiler: the villain turns out to be Too Much JavaScript. Again.

Time to Interactive (TTI) is the most impactful metric to your performance score.

Therefore, to receive a high PageSpeed score, you will need a speedy TTI measurement.

At a high level, there are two significant factors that hugely influence TTI:

• The amount of JavaScript delivered to the page
• The run time of JavaScript tasks on the main thread

Cake or death: AMP and the worrying power dynamics of the web | Andrew Betts

Andrew looks at AMP from a technical, UX, and commercial perspective. It looks pretty bad in all three areas. And the common thread is the coercion being applied to publishers.

But casting the web aside and pushing a new proprietary content format (which is optional, but see coercion) seems like an extraordinarily heavy handed way to address it. It’s like saying I see you have a graze on your knee so let’s chop off and replace your whole leg. Instead, we could use the carrot of a premium search result position (as AMP has done) and make it only possible to be there if your site is fast.

He’s absolutely right about how it sounds when the AMP team proudly talk about how many publishers are adopting their framework, as if the framework were actually standing on its own merits instead of being used to blackmail publishers:

It is utterly bizarre to me, akin to a street robber that has convinced himself that people just randomly like giving him their money and has managed to forget the fact that he’s holding a gun to their head.