• Search Engine Land
  • Sections
    • SEO
    • SEM
    • Local
    • Retail
    • Google
    • Bing
    • Social
    • Resources
    • More
    • Home
  • Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • Live
  • More
  • Events
  • SUBSCRIBE
    • Processings...Please wait.

Search Engine Land

Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • More
  • Newsletters
  • Home
SEO

Google announces solution to longstanding AMP cache URL display problem

Later this year, the Google AMP cache will finally display publisher URLs instead of Google URLs in the search results.

Michelle Robbins on January 8, 2018 at 10:25 pm

Google announced today that it is well on its way to solving one of the most annoying (to publishers) “features” of AMP (Accelerated Mobile Pages) — Google URLs, not the publisher URLs, displaying in search results served from the AMP cache.

Several half-steps have been taken along the path of the AMP project development to address this problem, but the absence of a full solution that maintains the publisher URL continues to be a factor impeding adoption of the framework. In April of this year, Apple went so far as to push out its own solution for iOS/Safari users.

Acknowledging this outstanding issue, Malte Ubl, Tech Lead for the AMP Project at Google, posted on Twitter saying, “You don’t like http://google.com/amp URLs? Neither do we.”

? You don't like https://t.co/tpOl8FTL7v URLs? Neither do we?
And so we are making the changes to no longer need them while retaining the performance & privacy benefits of AMP.
Read this post for details & thanks so much for all the feedback! ❤️https://t.co/qdJmVfpSm5

— Malte Ubl (@cramforce) January 9, 2018

This will be welcome news to publishers that have already adopted the AMP framework — and will encourage those on the fence to edge closer or to finally jump on board.

Malte explained what is happening behind the scenes to make this happen:

We embarked on a multi-month long effort, and today we finally feel confident that we found a solution: As recommended by the W3C TAG, we intend to implement a new version of AMP Cache serving based on the emerging Web Packaging standard. Based on this web standard AMP navigations from Google Search can take advantage of privacy-preserving preloading and the performance of Google’s servers, while URLs remain as the publisher intended and the primary security context of the web, the origin, remains intact. We have built a prototype based on the Chrome Browser and an experimental version of Google Search to make sure it actually does deliver on both the desired UX and performance in real use cases. This step gives us confidence that we have a promising solution to this hard problem and that it will soon become the way that users will encounter AMP content on the web.

Malte expects the first changes to be seen in the second half of 2018. We’ll especially be looking forward to this and will keep our readers posted as it begins to roll out.

For more details, check out the Google blog post.

AMP, the mobile-first index, algorithm changes - keeping up with search news is easy - sign up for our newsletter below!

  • Processing...Please wait.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.



About The Author

Michelle Robbins
Michelle Robbins, former SVP Content & Marketing Technology, overseeing editorial direction as Editor in Chief for Third Door Media's digital publications, Search Engine Land, Marketing Land and MarTech Today, directing a full-time staff of reporters and editors managing contributed content. She was responsible for developing the content strategy across all properties and aligning those initiatives with the programming and audience goals for Third Door Media's two leading marketing conference series, Search Marketing Expo and The MarTech Conference. In addition, Michelle oversaw information technology operations, directing the marketing technology department. An experienced domestic and international keynote and featured speaker, she enjoys connecting with the community at SMX, MarTech and other industry events. Connect online with Michelle on Twitter @MichelleRobbins, and Linkedin.

Related Topics

Channel: SEOGoogle: Accelerated Mobile Pages / AMPGoogle: SEO
Get the daily newsletter search marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Learn actionable search marketing tactics that can help you drive more traffic, leads, and revenue.

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Build

On-Demand: SMX

×


Learn More About Our SMX Events

Discover actionable tactics that can help you overcome crucial marketing challenges.

September 14-15, 2021: MarTech

On-Demand: MarTech (spring 2021)

On-Demand: MarTech (fall 2020)

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • This Time It’s Personal: The Enterprise Guide to Personalization at Scale
  • When the Third-Party Cookie Party is Over
  • Customer Data Platform RFP template
  • Artificial Intelligence and Customer Analytics Guide for Marketers
  • How to Maximize Your SEO Return On Investment
See More Whitepapers

Webinars

  • Killer Paid Search Tactics That Every Marketer Needs to Know
  • Improve Your Google Ranking With These 4 Local SEO Tips Even Experts Miss
  • Level Up Your Customer Experience By Building a Winning Martech Stack
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Conversion-boosting Tactics

Sidebar_Image
Receive daily search news and analysis.

Processings...Please wait.

Channels

  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social

Our Events

  • SMX
  • MarTech

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.