Google Search Now Sends Searchers To Publisher-Hosted AMP Pages

07/02/26
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google’s New Approach to Serving AMP Pages in Search Results

Google now directs users to publisher-hosted AMP pages instead of cached AMP viewer pages, simplifying maintenance for publishers. This update does not affect AMP page rankings or how they appear in Search or Discover. Publishers no longer need to update AMP caches or configure signed exchanges, reflecting Google’s streamlined AMP indexing process. The change aligns with evolving publisher usage of AMP technology.

Optimixed’s Overview: How Google’s Direct Linking to Publisher AMP Pages Enhances SEO and Publisher Control

Introduction to Google’s AMP Update

Google has revamped its handling of Accelerated Mobile Pages (AMP) in search results by sending searchers directly to the publisher-hosted AMP pages rather than the previously used cached versions displayed in AMP viewers. This shift aims to reduce publisher maintenance efforts and streamline AMP content management.

Key Details of the Update

  • Direct Publisher Linking: Users clicking on AMP results in Google Search are now routed straight to the publisher’s AMP page, eliminating the intermediary cached AMP viewer.
  • No Impact on Ranking: AMP pages continue to be indexed and ranked like any other webpage, maintaining visibility in Google Search and Discover.
  • Maintenance Simplification: Publishers no longer need to worry about updating AMP caches or configuring signed exchanges, reducing technical overhead.

Documentation and Guidelines Changes

Google updated its AMP documentation to reflect these changes and added new sections explaining how AMP pages are indexed and how they can appear in search results, including as rich results and Web Stories. The guidelines emphasize:

  • Applying structured data to AMP pages to enhance search result appearance.
  • The fact that structured data does not guarantee rich result display.
  • Instructions on enabling Web Stories within Google Search.

Long-Term Implications for Publishers and SEO

As many publishers have gradually reduced their reliance on AMP, this update indicates Google’s acknowledgment of evolving web standards and publisher preferences. By directing traffic to publisher-hosted AMP pages, Google supports more direct control over content and potentially better performance tracking. SEO specialists should monitor AMP usage trends and ensure AMP pages comply with Google’s updated guidelines to maintain search visibility.