My Thoughts: AMP (Accelerated Mobile Pages) continue to be a controversial topic, and this latest news sure doesn’t do anything to help their cause. But with Google supposedly putting more “weight” behind pages that load fast on mobile, particularly through AMP it starts being a question as to if you want Google to like your site a little more or not.
Granted, AMP is considerably faster (as of this posting I’m using it on this site) but I also fear the loss of control it brings. Now that Google will apparently be loading up its own cached pages regularly now instead of using direct links to publishers own sites I’m even more concerned. At what point does Google start “owning” the traffic to these pages and the actual content sites start losing ownership of their own work?
Add in the fact that some recent tests have shown that Google loading from their own cache may be slower than loading from the actual publisher site, and AMP loses even more of its value.
Are we about to see a reversal on adoption of the AMP format?
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.
Source: How Google may be slowing down AMP by not using direct links to publishers