Over the last few months Google has been integrating AMP more heavily into mobile search. It’s a move that has divided marketers and business owners – many of which accuse Google of hijacking their content and potential traffic.
Well it turns out users may not be so happy about the shift to AMP either. Head over to the Webmaster Central Help Forum and you’ll see plenty of Googlers want a way to switch off AMP results in search.
‘A horrible user experience’
From day one, the whole selling point of AMP has been the supposedly improved user experience it provides. A faster mobile web is made possible by AMP – at least according to Google – but it turns out a lot of users are less than impressed:
“AMP is a horrible user experience. Sorry, but i don’t want you dictating some crappy swipe widget and block me from direct access to the news article. Please, please provide a way to disable AMP.” – Chuck Canning, comment at Webmaster Central Help Forum
Chuck isn’t the only one frustrated with AMP either and some of the user feedback is pretty demanding:
“I want to turn that function off so that i get a straight search when I google something. If that is still confusing, then no problem, i will switch to Bing.” – Serg Cameron, comment at Webmaster Central Help Forum”
Google has thanked users for their feedback but given no indication it will provide a way for users to disable AMP (and we won’t be holding our breaths here either).
What’s the problem with AMP?
There are various complaints against AMP. The first criticism came from marketers, business owners and Google-sceptics in general – who raised a number of concerns with AMP before it even rolled out:
- AMP means handing your content over to Google
- The AMP infrastructure means users are less likely to visit your site
- Less traffic means less leads, less data and less return on everything you invest into creating content
- You don’t need AMP to build fast web pages
Look at any complex web app like Spotify or Netflix and you’ll see AMP isn’t necessary for building fast pages. So, while marketers and content publishers lose out to AMP, users aren’t getting any UX improvements they were promised either.
The only argument Google could really give is that it improves the search experience specifically – but this certainly isn’t the case for many users. Which means Google might need to come up with another excuse to keep people locked into its platform and stop them reaching your website.