Thread · 3 tweets · 16 Oct 2022

I think that characterising this as "for a time" is a bit off? IIRC that was the case from 2016 to 2021, or about 80% of AMP's existence. People started calling for AMP to stand on its own merits very early in the process, and it took years to get any movement whatsoever.

I would add: pending a comprehensive independent study, I would not accept the contention that AMP is no longer required at face value. I'm hearing very different stories coming from publishers who've made the switch off.

Given all-green CWV, some report no change in search traffic, others report immediate drops in the 15-20% range. This is still anecdotal of course, but it's not like Google has been honest in earlier stages of this (eg. the ranking/indexing sophistry) so this bear verifying.