Since 2015, Google has been using an algorithm called AMP whose purpose was to accelerate the mobile web results. Now, Google has stopped showing AMP labels or icons in the mobile search results that includes the top stories carousel. Instead, it will employ a new update called Page Experience to determine the rankings.
AMP (Accelerated Mobile Pages) is an open-source HTML framework optimized for web mobile browsing and to help pages with a faster load time. Before, verified pages that followed Google AMP guidelines were stored in the Google cache to increase the mobile user experience by loading faster on the user side. That means that Google would serve your page from their cached copy of the landing page and not from your origin server. This so-called “privacy preserving” would pre-render your AMP in the results but coming from Google’s cache it would mislead users into thinking they were located on your website, when in fact they were not. Only after a second click it would be registered into your own server logs.
When Google stopped the AMP, most of the websites that used to employ AMP labels are now showing non-amp results and this is drastically increasing in numbers as more and more publishers are comfortable removing their AMP URLs from their websites.
Page Experience will be the following ranking factor that will be used by Google further on. This will include Google’s Web Vitals such as site’s loading speed, interactivity and visual stability. According to Google, it also includes existing search signals: mobile-friendliness, safe-browsing, HTTPS, and intrusive interstitial guidelines.
Page Experience will include all the aspects of how users interact with a web page and how well it meets their expectations. A few of these aspects are:
- Loading Time : It will look at the perceived load speed.
- Interactivity : Measuring the time when a user first interacts with the page.
- Visual Stability : Preventing unexpected movements on the page.
SEO’s need to manage everything to further improve their website starting from the content, user experience and up until mobile friendliness. Google’s Page Experience and the Core Web Vitals metrics will become the new ranking factor from 2021 which will directly relate more to load speed and website responsiveness.