The AMPed up web by Google

Google apparently wants all the web developers to adopt the AMP approach for their websites. The AMP project was announced by Google on October 7, 2015, and AMP pages first became available to web users in February 2016.

Mobile search is more popular presently as compared to desktop search. It is important for web pages to appear in Google’s mobile search results, and this is why AMP is not optional for web publishers. Without AMP, a publisher’s articles will be extremely unlikely to appear in the Top Stories carousel on mobile search in Google.

This means the developers will have two options for them, either to design the complete app in the AMP format, or have two formats ready, one as per their own design considerations, the other as per the Google AMP format. Does that really work for the developers? We will try to address that question here in this article.

The trouble with Web content - Searchability and Indexing

The searchability of your application is heavily dependent on the structure & format of your app. To be found on Google search is dependant on how easily Google can crawl and index your application. The main challenge for indexing is the vast nature of internet and the wide variety of applications that exist. The absence of a structure or a particular format makes the task of checking website content and categorizing them very difficult. This was the primary reason why Google had come up with the idea of Accelerated Mobile Pages.

The purpose of adopting AMP is to make all web and mobile applications conform to a certain structure, so that they can be easily classified and categorized. Since the implementation of ‘mobile first’ approach - an approach that puts more emphasis on the mobile platform and UI considerations for mobile devices, the AMP way has been slowly becoming the most preferred way of app designing.

But the real question here is are developers adopting this particular design thinking willingly or are they finding themselves running out of other options with Google forcing its hand on how they design their apps.

The Ground Realities of the Web - Diversity vs Uniformity

The truth is that the internet is a diverse playing ground. It’s a place for information sharing. As such, the general consensus is not exactly in line with Google’s vision of a uniform web. Google started off as a search engine whose main task was to be the gateway of information - to lead people to the specific web addresses. From there on, they have evolved to be one of the leading beneficiaries of the world wide web. The next step in Google’s evolution seems to be quite natural to take control over content and hosting.

Google has also recently announced that they are going to lay down undersea internet cable from Japan to Guam, and from Guam to Australia. They are portraying this decision as an economic decision which will save them money eventually after the cables are laid. But some are seeing this as a step to remove external dependencies and as a step closer to total control over the internet.

Google’s recent partnering deal with WordPress is a proof that Google is taking steps towards owning up the web hosting space. AMP specification means that Google will have the final say over design specifications. The diversity in design will suffer as you would not want to spend time to design a site that won’t be indexed by Google. Hence the developers will only have two options, use the pre-designed template provided by Google, or make two specific website designs, one as per their own design consideration and the other one as per AMP. But Google will keep showing you error signs if your AMP version doesn’t match the main design. Hence the choice finally narrows down to choosing AMP.

The trouble with AMP

Your content published using AMP is stored in a Google cache and hence repeated views are loaded from the cache. This also means that the user will actually spend more time in Google’s own page and will see Google’s ads and not the ones which the content creator had put up. This by extension means loss of revenue for the actual content creator.

Using Analytics is far more difficult in AMP-based pages. The AMP pages are difficult to customize and hence difficult to design without looking similar. So the web might end up with similar looking apps with similar buttons and UIs all across.

The AMP model takes its own decisions as per how it actually shows your content. So you don’t get to choose your metadata being displayed, but Google does. That means less control over your content. With Google controlling the extent to which your website data is displayed, all the pages are going to look similar with very little metadata info shown, fake stories will appear parallel to normal news thumbnails because there will be very little text displayed to enable to make a call, whether a story is true or false.

All of these come with the caveat that AMPed up pages will rank higher on Google. If that’s the proverbial carrot used to lure web publishers to bring their content under Google’s umbrella, then we must say that it’s going to be a tricky choice for developers.

No one wants a slow web with irregular indexing and erroneous search results. But how far are we prepared to let go of individuality and design thinking in this process, that’s a question to ponder about.

Google wants web developers to embrace AMP. Great news for users, more work for developers.

Like newspapers, Google algorithms are protected by the First Amendment

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