Because of the desire to increase traffic to their site, webmasters continually explore new ways to attract users. Aside from the conventional SEO practices and online marketing strategies, they speed-up their website, create new content, make the site voice-search ready, etc. to gain more visitors.
One Strategy that publishers discovered to get visitors to access their site is by using AMP (Accelerated Mobile Pages) as a teaser for their original page.
However, Google finds this technique improper and unauthorised because it beats the chief purpose of why AMPs are created in the first place. AMP was officially launched on Feb 24, 2016, for the purpose of enhancing the user experience by displaying full content on mobile phones at blistering speed.
Publishers used AMPs to display the content of their page partially. It provides fragmentary details of the full page like some movie trailer for an upcoming film. It acts to entice searchers to access the page by presenting some segment of the entire material of the body.
By doing this, searchers have to do a couple of steps before reaching the exact page. Technically, it takes twice as long as it supposed to go.
Publishers are required to rectify this on or before February 1, 2018, or else; they will be penalised. Google obliges webmasters and publishers to make some changes and ensure that their AMP is a full-length content that matches what is seen on their original page. But if the AMP is already compliant with this policy, then publishers have nothing to fret.
Conclusion:
The policy will not affect the organic search ranking but will prevent AMPs to appear on the Top Stories Carousel – which is also considered another creative and effective way to showcase your site to visitors and add your online presence.
So it is all up to the webmaster and publisher to decide whether they make changes on their AMPs, Stay as is, or completely forget about AMP and eradicate it to avoid getting penalized.
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