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I think you are missing one point though - Having that AMP message with the lightning symbol next to your search result in the rich snippet as well as coming up

I think you are missing one point though - Having that AMP message with the lightning symbol next to your search result in the rich snippet as well as coming up as a result in the carousel at the top of the search results (search for some news terms and you will see what I am talking about) increases organic search traffic as well as CTR. Almost all of the media companies are doing it for that reason and actually making pages fast.

Svenskunganka 10y ago
You have a good point, but how Google approaches this problem is wrong in my opinion. Why can't they just rank the page by the amount of junk it has in the first place, instead of actively looking for an AMP-optimized page? If they were doing that, the media companies (and any other site which isn't in the deep web) would be working towards making their content minimal at the core, not branching off with an "optimized" version of the page. This would make the browsing experience better for all devices, not just mobile users.
- SquareWheel 10y ago
  Page speed is still a ranking factor. Optimizing pages and reducing bloat does have a positive effect in all SERPs. By my understanding though, AMP is more specific to mobile. A light page may or may not render well on mobile, but AMP pages almost always will. I'm still undecided on if I like AMP or not, but I do see the reason for the distinction.