Google will stop letting sites use AMP format to bait and switch readers
Google today announced a forthcoming update to its Accelerated Mobile Pages, or AMP, web format that aims to discourage website owners from misusing the service. The company says that, starting in February 2018, AMP pages must contain content nearly identical to that of the standard page they’re replicating.
Currently, because AMP pages load faster and more clutter-free versions of a website, they naturally contain both fewer ads and less links to other portions of a site. That’s led some site owners to publish two versions of a webpage: a standard page and an AMP-specific one that acts a teaser of sorts that directs users to the original. That original page, or canonical page in Google parlance, is by nature a slower loading page…
