Should You Abandon AMP? 4 Considerations To Help You Decide - Search Engine Journal

This post was sponsored by Clickio. The opinions expressed in this article are the sponsor’s own.

In all corners of the industry, media outlets are saying goodbye to AMP, with many believing they can increase revenue without it.

Some bigger publishers, like Vox Media LLC and BDG, have moved away from AMP and are using dedicated resources to develop their own solutions.

Additionally, smaller sites are also looking to invest in different alternatives to AMP, such as leveraging tools like Prism.

But because each publisher’s and website’s needs are different, it’s worth asking if AMP is really as redundant as it seems.

How does an AMP alternative, such as in-house development or a tool like Prism, fare?

At Clickio, we work with many publishers still using AMP, as well as others who have moved away from it.

Here, we share what website owners should consider when deciding whether to make the switch.

Consideration #1: Will An Alternative To AMP Boost Search Rankings?

Google has confirmed that AMP is not a ranking factor, as AMP links are no longer required to be featured in Google’s Top Stories.

Any fast webpage with a good user experience can be easily featured and ranked.

The speed of your website is the ranking factor here.

While AMP does easily give you a faster loading webpage, there are downsides, such as lower revenue from ad placement limitations, reduction of visible branding, and user-experience layouts that are not unique to your business.

Long story short, using Core...

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