Google Search now sends searchers directly to publisher-hosted AMP pages
Google will continue to support the open-source AMPhtml format, the company told me.
Google has updated how it connects users to AMP pages from Search by sending them directly to publisher-hosted AMP pages. Previously, Google Search would take users to the cached pages displayed in an AMP viewer.
A Google spokesperson told Search Engine Land:
- “Starting today, we are updating how we connect users to AMP pages from Search, taking them directly to the AMP host pages.”
Google added that rankings are unchanged but this should result in making it easier to create and maintain AMP pages, Google told us:
- “AMP content will continue to rank just like any other webpage, and this change will reduce maintenance efforts for publishers creating AMP content.”
No change in ranking. Google Search remains unchanged in terms how it ranks AMP pages within the search results. Serving and ranking of AMP content in Google Search and Google Discover will remain the same, Google told us.
Why the change. Google said that this change should make it easier for publishers, by allowing them to maintain simpler analytics management and tracking. This should also make it easier for sites to create AMP pages and maintain those AMP pages going forward.
Google also told us that the company continue to support the open-source AMPhtml format. Google also posted this information over here.
AMP has not been given preferential treatment for a while now, and honestly, it is surprising when you stumble on an AMP page these days. In fact, this site turned off AMP in 2021.
Yea, it has been a long time since we covered AMP here but this is a change and it is important to document.
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