AMP buyers beware?

It looks like some publishers are having a hard time accepting Google’s all-to-helpful nature when it comes to advertising on their behalf. This is something new entrepreneurs should keep in mind as they try to stay on the cutting edge of what Google prefers – maybe it’s not always the best to be a bleeding edge adopter. That is, if your website is about revit templates and you want to remain in complete control of your content, maybe consider against making your pages Google compliant. This way, you can avoid having would-be readers be confused with where the content is really coming from.

Note: we’ve posted about this particular company before, but it seems they’re undergoing a rebranding effort.

From the NYT:

Federico Viticci, who runs MacStories (which is a news site committed to Apple and its products), made a change last month in the way in which the website publishes articles for mobile gadgets. MacStories, he declared, would support a Google-backed approach for quicker loading of web pages that are mobile, named AMP.

Mr. Viticci said MacStories’s pages already loaded instantly without Google’s help. He additionally didn’t enjoy the idea of Google’s confusing his website’s links — with AMP. These websites read google.com instead of where the article was originally published – macstories.net — in the interest of expediency.

Google said the brand new format would help publishers with one of their biggest concerns on smartphones when Google introduced Accelerated Mobile Pages, or AMP, in October 2015: Browsing mobile sites was frustratingly slow before they opened, that lots of smartphone users left pages.

AMP has since delivered on its promise of quicker mobile web pages. Nonetheless, publishers — of websites that are smaller, especially, or for people who are just bloggers — are starting to worry that they are giving too much control to Google in exchange for web pages that simply load faster. What’s more, Google’s strategy to AMP has rankled some critics already leery of the company’s outsize influence online.

Much of the publishers’ unrest is rooted in Google’s demo of AMP narratives, which appear like they’re posts that were Google. That’s because Google, to accelerate AMP, stores copies of publisher’s pages and functions them from its own web network. So when a to be reader clicks on one of these AMP links, the address bar at the top of the page shows google.com instead of the actual web address from the publisher.

Google said that it’d designed AMP to prioritize speed and that it desired to help — not damage — publishers, who get complete accounting of traffic, data and marketing sales. Publishers also retain charge of their content and layout. Google said serving posts up from its own internet network was the very best way they could think of to achieve these types of AMP speeds, which are as much as four times quicker than a regular mobile web page.

“We always try and present the content that is certainly the top experience,” said Google’s vice president of engineering, David Besbris.

Google began AMP in 2015 because it stressed that competitions like Facebook were attracting web surfers inside their networks with faster-load articles and keeping them there. For Google, those rival websites were siphoning folks away from the open internet, where the search firm — which created the web’s most valuable property by organizing the expanse of the World Wide Web — normally manages.

Now posts that use AMP appear conspicuously in Google search results on mobile devices. If someone clicks the first story in the carousel, she or he is transferred into a browser and can swipe forthwith from one storyline to another without leaving Google’s network.