Will iOS 11 help solve Google’s AMP (Accelerated Mobile Pages) URL problems?

While the number of sites using Google’s Accelerated Mobile Pages (AMP) continues to grow, the way the framework displays URLs has often been considered one of the primary impediments to adoption.

Users who click on an AMP search query result will note that the URL resolves to Google’s cached page of the content – not the publisher’s own AMP. Though Google has made display improvements by first adding the site’s URL into the header, and later adding an anchor button next to the URL that takes users directly to the publisher’s site; saving and sharing AMP URLs with apps from the iOS Share Sheet continues to direct users to Google’s AMP for the content.

Default AMP result

Apple appears set to change that with the launch of iOS 11. As first reported by TechCrunch, our testing has verified that in iOS 11 beta 7, Safari transforms AMP URLs back to the publisher’s original URL when using the Share Sheet for selected apps.

We noted URLs were converted to the original publisher site when saving/sharing to Pocket, Slack, Messages, Reminders, Reading List, Bookmarks, Favorites, iOS Mail, Facebook, Facebook Messenger — and will open in Apple News.

iOS 10 v. iOS 11 beta 7 examples

Share to iMessage:

iOS 10 share to iMessage

iOS 11 beta 7 share to iMessage

Share to Slack:

iOS 10 share to Slack

iOS 11 beta 7 share to Slack

Save to Reading List:

iOS 10 save to Reading List

iOS 11 beta 7 save to Reading List

Apple is scheduled to release iOS 11 in September.

Looking for more information on implementing AMP, AMP ads and AMP landing pages? Join us for these sessions at our SMX conference:

• AMP: Do Or Die? ~ publishing, e-commerce and technical experts will discuss the whys, why nots, benefits and cautions on adoption of AMP.
• Getting AMPed: Essential Info About Google Accelerated Mobile Pages ~ technical experts on AMP implementation will discuss how to get up and running on the platform.

About The Author

Michelle Robbins

Michelle Robbins, SVP Content & Marketing Technology, oversees 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 is 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 oversees 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.