Is it the beginning of the end for AMP?
What’s the secret to driving mobile traffic in 2022?
If you’d asked me that question a year ago, my answer would have been simple: Implement AMP on your website.
Google’s rules prevously ensured that AMP publishers were rewarded with more exposure in Google services such as Google News, Discover and the Top Stories carousel. This carrot and stick approach worked. 31 million websites across the world have used AMP, including most of the media organisations that partner with The Code Company.
Publishers’ experience with AMP hasn’t always been positive, but what’s the alternative?
Search is one of the best ways for readers to find content, and Google is obviously the unrivalled king of search.
Fortunately, Google has since removed the AMP requirement to qualify for the valuable Top Stories carousel, and it’s now possible to be featured by publishing quality content and having a high performing site. Imagine that!
So in this newsletter I’m sharing an article about AMP I wrote this week, which expresses my views on:
- Why so many publishers are choosing to move away from AMP
- How AMP affects ad revenue and subscriptions
- The impact of AMP on audience engagement
- The cost of ownership of AMP sites
- Where else you can invest your tech budget in 2022 to yield better business results
Related content:
How to Fix your Category Archives for UX And SEO
Are you using the full potential of your category archives to boost engagement and drive SEO?
This article from a previous edition of The Publishers’ Playbook explores:
- The difference between categories and site navigation (and why it matters)
- Common errors with category pages
- How to curate the perfect category archive
- Simple fixes to improve SEO
Core Web Vitals for News Publishers
A collection of practical resources from SEO guru Barry Adams on how to optimise your website for Google’s Core Web Vitals.
Topics include:
- Advanced Core Web Vitals: A Technical Guide
- The Ultimate Guide to Page Experience
- The Importance of Prestige and Popularity for a News Source Rank in Google
If there’s an aspect of publishing you think I should address in a newsletter next year, please let me know.
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This article is an excerpt from The Code Company’s newsletter The Publishers’ Playbook, a monthly collection of news, tech advice and actionable insight, read by 400 media leaders worldwide. If you found it useful, you can subscribe for free here.