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Disadvantages & Myths of AMP - Debunked!

by Becky Cable ON Sep 06, 2019

AMP is a great and easy way to build very fast sites.

Since its launch in 2015, AMP has grown to power billions of pages across the web from tens of millions of domains.

We’ve seen many examples of businesses experiencing success with implementing AMP on their websites. As the AMP project has grown, we have noticed a number of misconceptions & myths have arisen - so we thought we would take this opportunity to debunk some of the most common myths about AMP. Read on.

1. AMP takes a lot of resources to keep a news site running smoothly

Perhaps the terminology needs to be clarified on this one.

The whole point of AMP is that it reduces the number of resources.

We think this example is trying to say if you're having to run multiple versions of a front-end, this takes up resources (as well as human resources) to create these versions.

AMP really needs to be run as a native website, purely AMP. You don't have to have two versions, so not having to manage two versions of the same website, just 100% AMP. This saves so much time and resources.


2. You can't customise AMP pages

Potentially, if your Content Management System (CMS) focuses on the HTML version of your website, and you have an AMP alternative too, it may be a little awkward to customise.

But, as we've covered above in point one, as long as you have a native AMP website, you can customise to your heart's content, just like any other website.

Ensure your web developer creates the platform correctly in the first place, and you are good to go.

3. AMP implementation is not straightforward

If done incorrectly. yes.

Go down the WordPress route, and add AMP plug-ins, and you may find yourself in a pickle.

If you are planning a re-development of your website, you have a plan in place, and your web developer is experienced with AMP, it will be as straightforward as any other.

4. You are entirely dependent on Google

This one very much depends on your opinion of Google.

Yes, AMP pages load from Google cache servers.

We believe AMP is a genuine approach by Google to speed up the internet and provide a content distribution network that is super-fast, seamless and works throughout the world.

If you are serious about optimising your website, and providing a far superior user experience for your visitors, then this point is definitely debunked.

However, if you believe that Google is bad news, this one won't be debunked for you...

5. AMP loads video content slowly

This one has stumped us a bit.

Our experience with heavy video content websites we've developed is that performance was improved.

When you load a page with a YouTube or Vimeo embed, AMP will lazy-load it, so it gives the appearance perhaps that it's a bit slower, but in fact, it's loading just as quick, if not, quicker.

And while the video embed loads, the rest of the content is there already, so your visitor is a happy camper - therefore, reducing bounce rates.

6. Tracking and Analytics issues with AMP

This one can't be debunked fully. Much to our dissatisfaction.

You can use analytics software with AMP, but you are a little restricted.

If you're used to heat-mapping tools, it may be the case that you'll need to look into other options. Heat-mapping slows down a website in a major way. However, what you can do is tempoarily disable AMP, and run your heat-mapping software.

Google Analytics, and Google Tags, work perfectly.

So, yes, all of the analytics tools you may be used to aren't available with AMP, however, this is not a valid reason not to endorse an AMP website. It's not a big enough of a disadvantage, because there are ways around it.

7. AMP pages are a stripped-down version of content

Okay. Here goes.

If you have a WordPress website, and you installed an AMP plug-in, yes, it's a stripped-down version of your website, and it won't look great.

Your AMP developer has the ability to make the AMP template look as close to your original website as possible; that's how AMP works. Your AMP website needs to have the same interactivity and visitor journey as your original website.

We have created some stunning websites you wouldn't even know were AMP, and they perform so much better.

8. AMP reduces Ad Revenue

You can only run Google Ads on AMP websites.

If your website is optimised, and reaching more people, it has more opportunities to gain ad revenue, so by having an AMP-powered website, you are actually increasing your chances of revenue from ads.

We have had enquiries from businesses stating their ad revenue had decreased when the AMP section of their website wasn't working correctly, which would imply that AMP was improving their ad revenue.

9. JavaScript limitations

This last one has been very recently debunked.

Check out our blog here on this topic, explored in a lot more detail.

AMP has recently introduced the ability to use custom JavaScript, keeping developers who love JavaScript happy.

Summed up....

8 out of 9 misconceptions of AMP debunked.

The one myth that we can only half validate, is still not reason enough not to jump on the AMP bandwagon.

Get in touch with us today to find out how we can develop your next AMP website, add visitor numbers, and most importantly, conversions.

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