A letter about Google AMP
&gt; <i>Instead of granting premium placement in search results only to AMP, provide the same perks to all pages that meet an objective, neutral performance criterion such as Speed Index.</i><p>But <i>who</i> will measure it &quot;objectively&quot; (leaving aside no one agrees on how to universally measure load speed).<p>Googlebot? From what location and what machine types and how often? Should I get search results based on an average of all possible variables or the closest matching my locale and device? What happens when page content changes? What happens when the page sometimes loads slow content (e.g. ads) and sometimes doesn&#x27;t? What happens when SEOers start cloaking their ad loads or taking advantage of flaws in the benchmark?<p>It&#x27;s good to have a speed signal in search rankings, but this petition shouldn&#x27;t pretend that&#x27;s an objective replacement for something that always displays content first and loads media and third party content async