Personally I think Google AMP is a travesty. It is pitched as a way to speed up content delivery on mobile, which it undoubtedly achieves. However, it does this by bullying you into having to do it, as you will be penalised in search results for not having an AMP version of your content. It is not Google's role to police the Worldwide Web. Stopping publishers from jamming their pages with ads, etc and slowing down their pages. Improving this situation should be driven by market forces, and not what Google thinks. What is wrong with responsive design? Google AMP feels like the bad old days of building WML pages.
Personally I think Google AMP is a travesty.
AMP adds another presentation you have to maintain. AMP doesn't replace the mobile representation of you pages, it adds another one. This means that a customer coming from a link in an email will end up on you standard HTML pages, whereas one coming from a Google search will see the AMP version. This adds a serious additional expense to publishers in design, development and testing. It also creates a confusing experience for customers.
AMP adds another presentation you have to maintain.
So coming back to my original point that this was pitched as a way to speed up content delivery on mobile. I actually do not believe Google at all on this. For me it is something they had to do in response to the advertising dollar land grabs made by Facebook with Instant Article, and Apple with Apple News. So my cynical view is that this is just a defensive manoeuvre by Google to protect its revenues.
By Simon Baynes
So my cynical view is that this is just a defensive manoeuvre by Google to protect its revenues.