According to a recent article in the UK’s Press Gazette, some publishers are ditching Google AMP (Accelerated Mobile Pages) after it was dropped as a ranking consideration for the search engine’s Top Stories carousel. While ad-funded publishers still see performance and revenue benefits, subscription-based outlets are dropping the coding standard after seeing poor UX.
Takeaways
- Google’s Top Stories carousel is seen as a key traffic driver for major online publishers. While Google says AMP has never been a ranking factor in its organic search results, until recently only pages built using AMP were included in the top spot to ensure users found fast-loading pages and could swipe from story to story.
- The Google AMP requirement was dropped in May 2021, opening up Top Stories to any content that complies with Google News content policies and scores well on page experience. According to SEO tool Newsdash, more than 30% of the news articles now seen in Top Stories in UK and US search pages are now thought to be non-AMP.
- Late last year, Daniel Smullen, head of SEO at Mediahuis IRL, told Search Engine Land that Top Stories gave publishers greater visibility in search results and potentially attracted more traffic than a standard search listing. He said:
Let’s be honest, most publishers adopted AMP due to its Top Stories eligibility requirement. Not due to its ‘perceived’ speed-boosting effect.
AMP benefits?
Now that AMP is no longer the price of admission to the Top Stories...
Read Full Story: https://whatsnewinpublishing.com/publishers-are-there-any-benefits-in-sticking-with-google-amp/
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