‘How Google may be slowing down AMP by not using direct links to publishers’ – Search Engine Land

Danny Sullivan says, “One of the biggest disadvantages for publishers in using AMP — the accelerated mobile pages format — is that Google will not show a publisher’s actual URL when displaying AMP pages. Google says this is so AMP pages load quickly. However, using a publisher’s URL might hardly slow a page down. In fact, using Google’s URL might actually cause AMP pages to load more slowly.

The Google cache: why AMP at Google uses Google URLs

To understand the issue, consider this search for “google tag manager amp” on Google.

You’ll see a Marketing Land article that appears, one that’s in the AMP format. If you click on this article, it loads quickly. But the URL isn’t for our sibling site, Marketing Land. Instead, it’s for Google”.

How Google may be slowing down AMP by not using direct links to publishers

Search Engine Land