What happens when you decide to disable AMP on your website ?

Since its advent, Google AMP has experienced dazzling success, not to mention its impact on websites that have managed to position themselves well on this major search engine. But over the years, many sites have decided to abandon this system to better measure the traffic on their pages and the user experience. Like many, Search Engine Land recently experimented and we are now wondering: what are the risks of disabling AMP on your site?

The consequences of disabling AMP: the example of Search Engine Land 

The AMP project was launched in 2016 by Google to solve the problem of loading web pages on mobile. The aim was therefore to promote instantaneous and significantly faster page loading during mobile searches and to optimize website traffic. This bet was a success since the sites that activated Google AMP saw themselves well positioned compared to the competition on Google . 

The advantage was all the greater for media sites, i.e. those that address current events, because AMP allowed them to better position themselves on Google News, more precisely in the Top section. Stories. Well aware of all these advantages and having adopted it for a long time, Search Engine Land recently took the risk of deactivating the AMP pages of its site. The experience allowed him to make some observations that I share with you in one of the sections of this article.

Why did Search Engine Land decide to deactivate AMP on its site?

Search Engine Land is a journalism-focused media site with news-oriented content. Which makes him a big beneficiary of the advent of Google AMP. However, about a few months ago, the administrators of this site made the decision to “ no longer publish versions of its content using Google Accelerated Mobile Pages ”. 

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“  For us, it came down to wanting to simplify our reporting and our desire to end the process of hosting Search Engine Land content on third-party servers  ,” the site reads. At the end of this experience, ”  we saw nothing that made us reconsider our decision  “, they declared.

What was the finding after two months of operation without AMP?

After disabling AMP from its site, Search Engine Land noticed several changes, but ”  the bottom line is that we saw very little disruption to our traffic and benefited from a clearer picture from our analytics audience ,” say the site’s administrators. 

Before disabling AMP, Search Engine Land took steps to protect its data ‘ in case the experiment caused a severe drop in traffic ‘. Then, “ We increased our posting volume to begin with. We have also adjusted the strategy of our newsletters to better optimize the click-through rate  ,” they write. 

Since Google AMP offers a lighter version of web pages with faster accessibility, it makes website traffic much easier. And for media sites like Search Engine Land, traffic increases when they produce content about “ big news like search engine updates or major Google Ads changes ”. 

Disabling AMP, Search Engine Land officials say, ” We haven’t seen a year-over-year drop in traffic that we could relate to AMP, except for the loss of page views on a handful of articles that regularly peak in organic traffic.  »

In addition, they add: ” The number of visits by returning visitors (internet users who visit the site for at least a second time) has jumped 30% since we made this change, and we now have a much better idea of our most valuable audience. »

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Finally, Search Engine Land does not regret its experience. “  It’s true that we saw the percentage of pages with a ‘good’ Core Web Vitals score in Google Search Console plummet when we turned off AMP, but we don’t think it hurt traffic or rankings.  »

Can sites disable AMP without the risk of losing their place in the competition on Google?

Last year, Google announced that starting in May 2021, AMP would no longer be required for Google’s Top Stories section. Positioning on Google would therefore focus on the so-called “Page Experience” system as an essential factor. Sites must therefore be reassured that they have good results in terms of page experience so that they no longer fear losing their place in the competition.

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