Ampvisory

I was very inspired by something Terence Eden wrote on his blog last year. A report from the AMP Advisory Committee Meeting:

I don’t like AMP. I think that Google’s Accelerated Mobile Pages are a bad idea, poorly executed, and almost-certainly anti-competitive.

So, I decided to join the AC (Advisory Committee) for AMP.

Like Terence, I’m not a fan of Google AMP—my initially positive reaction to it soured over time as it became clear that Google were blackmailing publishers by privileging AMP pages in Google Search. But all I ever did was bitch and moan about it on my website. Terence actually did something.

So this year I put myself forward as a candidate for the AMP advisory committee. I have no idea how the election process works (or who does the voting) but thanks to whoever voted for me. I’m now a member of the AMP advisory committee. If you look at that blog post announcing the election results, you’ll see the brief blurb from everyone who was voted in. Most of them are positively bullish on AMP. Mine is not:

Jeremy Keith is a writer and web developer dedicated to an open web. He is concerned that AMP is being unfairly privileged by Google’s search engine instead of competing on its own merits.

The good news is that main beef with AMP is already being dealt with. I wanted exactly what Terence said:

My recommendation is that Google stop requiring that organisations use Google’s proprietary mark-up in order to benefit from Google’s promotion.

That’s happening as of May of this year. Just as well—the AMP advisory committee have absolutely zero influence on Google search. I’m not sure how much influence we have at all really.

This is an interesting time for AMP …whatever AMP is.

See, that’s been a problem with Google AMP from the start. There are multiple defintions of what AMP is. At the outset, it seemed pretty straightforward. AMP is a format. It has a doctype and rules that you have to meet in order to be “valid” AMP. Part of that ruleset involved eschewing HTML elements like img and video in favour of web components like amp-img and amp-video.

That messaging changed over time. We were told that AMP is the collection of web components. If that’s the case, then I have no problem at all with AMP. People are free to use the components or not. And if the project produces performant accessible web components, then that’s great!

But right now it’s not at all clear which AMP people are talking about, even in the advisory committee. When we discuss improving AMP, do we mean the individual components or the set of rules that qualify an AMP page being “valid”?

The use-case for AMP-the-format (as opposed to AMP-the-library-of-components) was pretty clear. If you were a publisher and you wanted to appear in the top stories carousel in Google search, you had to publish using AMP. Just using the components wasn’t enough. Your pages had to be validated as AMP-the-format.

That’s no longer the case. From May, pages that are fast enough will qualify for the top stories carousel. What will publishers do then? Will they still maintain separate AMP-the-format pages? Time will tell.

I suspect publishers will ditch AMP-the-format, although it probably won’t happen overnight. I don’t think anyone likes being blackmailed by a search engine:

An engineer at a major news publication who asked not to be named because the publisher had not authorized an interview said Google’s size is what led publishers to use AMP.

The pre-rendering (along with the lightning bolt) that happens for AMP pages in Google search might be a reason for publishers to maintain their separate AMP-the-format pages. But I suspect publishers don’t actually think the benefits of pre-rendering outweigh the costs: pre-rendered AMP-the-format pages are served from Google’s servers with a Google URL. If anything, I think that publishers will look forward to having the best of both worlds—having their pages appear in the top stories carousel, but not having their pages hijacked by Google’s so-called-cache.

Does AMP-the-format even have a future without Google search propping it up? I hope not. I think it would make everything much clearer if AMP-the-format went away, leaving AMP-the-collection-of-components. We’d finally see these components being evaluated on their own merits—usefulness, performance, accessibility—without unfair interference.

So my role on the advisory committee so far has been to push for clarification on what we’re supposed to be advising on.

I think it’s good that I’m on the advisory committee, although I imagine my opinions could easily be be dismissed given my public record of dissent. I may well be fooling myself though, like those people who go to work at Facebook and try to justify it by saying they can accomplish more from inside than outside (or whatever else they tell themselves to sleep at night).

The topic I’ve volunteered to help with is somewhat existential in nature: what even is AMP? I’m happy to spend some time on that. I think it’ll be good for everyone to try to get that sorted, regardless about how you feel about the AMP project.

I have no intention of giving any of my unpaid labour towards the actual components themselves. I know AMP is theoretically open source now, but let’s face it, it’ll always be perceived as a Google-led project so Google can pay people to work on it.

That said, I’ve also recently joined a web components community group that Lea instigated. Remember she wrote that great blog post recently about the failed promise of web components? I’m not sure how much I can contribute to the group (maybe some meta-advice on the nature of good design principles?) but at the very least I can serve as a bridge between the community group and the AMP advisory committee.

After all, AMP is a collection of web components. Maybe.

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

I don’t know if AMP is quite dead yet, but it feels like it would be a mercy to press a pillow down on its face.

Google’s stated intention was to rank sites that load faster but they ended up ranking sites that use AMP instead. And the largest advertising company in the world dictating how websites can be built is not a way to a healthier and more open web.

Au revoir, mon AMPmour? — Ethan Marcotte

I’ll say again: deprioritizing AMP in favor of Core Web Vitals is a very good thing. But it’s worth noting that Google’s taken its proprietary document format, and swapped it out for a proprietary set of performance statistics that has even less external oversight.

The End of AMP – lafoo – ramblings about the online world

Google provided a distinct advantage to sites using AMP – priority placement on the world’s largest traffic source – Google search. I’ve had the pleasure of working with more than twenty thousand publishers in the five years since AMP’s launch, and I don’t believe I’ve ever heard a single reason that a publisher uses AMP other than to obtain this priority placement. Let me package that up for you – Google, the most dominant search engine globally – used that dominant market position to encourage publishers to adopt technology so that Google could store and serve publisher’s content on Google’s domain. How is that legal? Well, I’m not a lawyer, but it possibly isn’t.

The death of AMP can’t come soon enough.

If you’re currently using AMP, you’ll be able to get rid of that monstrosity in May, and if you aren’t, you’ll now be competing for search positions previously unavailable to you. For publishers, it is a win-win.

RFC 8752 - Report from the IAB Workshop on Exploring Synergy between Content Aggregation and the Publisher Ecosystem (ESCAPE)

During the workshop, several online publishers indicated that if it weren’t for the privileged position in the Google Search carousel given to AMP content, they would not publish in that format.

As Antitrust Pressure Mounts, Google to Pull Back Benefit to News Sites That Adopted Its Preferred Mobile Technology – The Markup

More great reporting from Adrianne Jeffries at The Markup.

An engineer at a major news publication who asked not to be named because the publisher had not authorized an interview said Google’s size is what led publishers to use AMP.