Google, on Thursday, announced a forthcoming update to its AMP web format, with the aim to discourage website owners from misusing the service. Starting from February 2018, the AMP pages must contain nearly identical content to that of the page they’re replicating.
Accelerated Mobile Pages (AMP) are clutter-free versions of a website that load faster as they naturally contain fewer ads and least number of links to other portions of a site. Back in February 2016, the format was introduced so the webpages use a lot less bandwidth, but some webmasters deliberately started including less content in their AMP editions with a link to the original page.
Now, Google aims to crack down on that behavior.
“AMP was introduced to dramatically improve the performance of the web and deliver a fast, consistent content consumption experience,” writes Ashish Mehta, an AMP product manager.
“In keeping with this goal, we’ll be enforcing the requirement of close parity between AMP and canonical page, for pages that wish to be shown in Google Search as AMPs.”
The company says that the AMP pages will not be considered for Search features that require AMP, if they doesn’t contain the same critical content as its non-AMP equivalent. However, this doesn’t affect the search rankings.