Google Search Now Links Directly to Publisher AMP Pages

Google Search updated its functionality this week to direct users directly to publisher-hosted Accelerated Mobile Pages (AMP), a shift from its previous method of routing users through an AMP viewer displaying cached pages. A Google spokesperson confirmed the change to Search Engine Land, stating that the update aims to simplify the creation and maintenance of AMP content for publishers. While Google emphasized that AMP content will continue to rank in search results and Google Discover in the same manner as any other webpage, the direct linking is expected to reduce maintenance efforts. This change is intended to make analytics management and tracking easier for publishers, streamlining the process of creating and maintaining AMP pages. Google also reiterated its continued support for the open-source AMPhtml format. The company's decision to move away from the AMP viewer signifies a move towards a more direct user experience and reduced publisher overhead. This development comes after AMP had not received preferential treatment in Google Search rankings for some time, with some publishers having already discontinued its use.