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I'm happy to see AMP fade into irrelevance... What was the main driver of its decline? Why did Google stop aggressively pushing it?

user3939382 5y ago
I would speculate that the potential legal costs were determined to outweigh the benefits to them https://wptavern.com/amp-under-fire-in-new-antitrust-lawsuit-against-google https://wptavern.com/amp-under-fire-in-new-antitrust-lawsuit...
- ilamont 5y ago
  Thanks for sharing that. This comment below the article stood out: Imagine all those budgets that were spent on implementing AMP on major websites. Yikes. Reminds me of the bogus "Facebook feed will be all video in 5 years" baloney that Zuck et al started promoting in 2016, which resulted in publishers firing journalists and retooling newsrooms for video ... and getting massively burned later when the farce was revealed. https://mashable.com/article/facebook-video-five-years#IOpNsX_A5sqE https://mashable.com/article/facebook-video-five-years#IOpNs... https://www.vanityfair.com/news/2018/10/was-the-medias-big-pivot-to-video-all-based-on-a-lie https://www.vanityfair.com/news/2018/10/was-the-medias-big-p... https://washingtonmonthly.com/2021/03/13/facebook-is-killing-journalism-and-democracy-we-should-do-something-about-it/ https://washingtonmonthly.com/2021/03/13/facebook-is-killing...
  - underwater 5y ago
    Well he was kinda right, except the product was TikTok, and not Facebook.
afavour 5y ago
Google changed their SEO tack, allowing non-AMP pages to benefit in the same way AMP pages do. It’s all their push around “Core Web Vitals” that track page performance no matter what the page is made with. As to what fuelled the change, those of us outside will never know. Quite plausible this was always the plan and page metric functionality needed to catch up first. Equally plausible that Google backed off once they sensed regulatory action would be coming their way if they didn’t.
fluxem 5y ago
I guess, after the success of AMP, the Product Manager got promoted or moved to a new company. https://killedbygoogle.com/ https://killedbygoogle.com/
s17n 5y ago
It was originally launched as a defensive strategy against Facebook Instant Articles. Those never really took off, so AMP wasn't necessary for anything.
hanspeter 5y ago
Faster smart phone processors and 4G (now 5G) together with mobile sites actually having better UX makes the advantage of AMP a lot smaller these days. It simply is a technology that naturally over time will become less and less relevant.

user3939382 5y ago

I would speculate that the potential legal costs were determined to outweigh the benefits to them https://wptavern.com/amp-under-fire-in-new-antitrust-lawsuit-against-google https://wptavern.com/amp-under-fire-in-new-antitrust-lawsuit...

ilamont 5y ago
Thanks for sharing that. This comment below the article stood out: Imagine all those budgets that were spent on implementing AMP on major websites. Yikes. Reminds me of the bogus "Facebook feed will be all video in 5 years" baloney that Zuck et al started promoting in 2016, which resulted in publishers firing journalists and retooling newsrooms for video ... and getting massively burned later when the farce was revealed. https://mashable.com/article/facebook-video-five-years#IOpNsX_A5sqE https://mashable.com/article/facebook-video-five-years#IOpNs... https://www.vanityfair.com/news/2018/10/was-the-medias-big-pivot-to-video-all-based-on-a-lie https://www.vanityfair.com/news/2018/10/was-the-medias-big-p... https://washingtonmonthly.com/2021/03/13/facebook-is-killing-journalism-and-democracy-we-should-do-something-about-it/ https://washingtonmonthly.com/2021/03/13/facebook-is-killing...
- underwater 5y ago
  Well he was kinda right, except the product was TikTok, and not Facebook.

afavour 5y ago

Google changed their SEO tack, allowing non-AMP pages to benefit in the same way AMP pages do. It’s all their push around “Core Web Vitals” that track page performance no matter what the page is made with. As to what fuelled the change, those of us outside will never know. Quite plausible this was always the plan and page metric functionality needed to catch up first. Equally plausible that Google backed off once they sensed regulatory action would be coming their way if they didn’t.

fluxem 5y ago

I guess, after the success of AMP, the Product Manager got promoted or moved to a new company. https://killedbygoogle.com/ https://killedbygoogle.com/

s17n 5y ago

It was originally launched as a defensive strategy against Facebook Instant Articles. Those never really took off, so AMP wasn't necessary for anything.

hanspeter 5y ago

Faster smart phone processors and 4G (now 5G) together with mobile sites actually having better UX makes the advantage of AMP a lot smaller these days. It simply is a technology that naturally over time will become less and less relevant.