Ignore AMP
Why AMP exists?<p>A website I consult in a popular sports niche and has a slow, broken, ad-infested main website grew its traffic 500% with AMP.<p>On the main website, it&#x27;s still broken. On AMP it&#x27;s... AMP. So Google thinks it&#x27;s fast enough&#x2F;good enough.<p>On AMP we implemented a lot of annoying CTAs to go to the main website. ”Read Full Article here” ”Read more” ”Details at...”<p>In the past this website would have needed to optimize its real website to gain this much visibility in the search engines. Now they just AMP, then they optimize their AMP to real-world-website CTR, and can continue to have a... sub ideal.... website.<p>AMP is whitelisted cloaking for slow websites. And a burden on webmasters and developers.<p>I always say AMP is the internet if germans (most AMP leads were at one point germans) would have invented it (I am Austrian, we always joke about Germans ): Efficient, mostly boring and long term innovation harmful.<p>I am rooting for AMP to die. Sadly it will still be around for about 5 years until the ”what a great journey” blogpost.