The meaning of AMP

Ethan quite rightly points out some semantic sleight of hand by Google’s AMP team:

But when I hear AMP described as an open, community-led project, it strikes me as incredibly problematic, and more than a little troubling. AMP is, I think, best described as nominally open-source. It’s a corporate-led product initiative built with, and distributed on, open web technologies.

But so what, right? Tom-ay-to, tom-a-to. Well, here’s a pernicious example of where it matters: in a recent announcement of their intent to ship a new addition to HTML, the Google Chrome team cited the mood of the web development community thusly:

Web developers: Positive (AMP team indicated desire to start using the attribute)

If AMP were actually the product of working web developers, this justification would make sense. As it is, we’ve got one team at Google citing the preference of another team at Google but representing it as the will of the people.

This is just one example of AMP’s sneaky marketing where some finely-shaved semantics allows them to appear far more reasonable than they actually are.

At AMP Conf, the Google Search team were at pains to repeat over and over that AMP pages wouldn’t get any preferential treatment in search results …but they appear in a carousel above the search results. Now, if you were to ask any right-thinking person whether they think having their page appear right at the top of a list of search results would be considered preferential treatment, I think they would say hell, yes! This is the only reason why The Guardian, for instance, even have AMP versions of their content—it’s not for the performance benefits (their non-AMP pages are faster); it’s for that prime real estate in the carousel.

The same semantic nit-picking can be found in their defence of caching. See, they’ve even got me calling it caching! It’s hosting. If I click on a search result, and I am taken to page that has a URL beginning with https://www.google.com/amp/s/... then that page is being hosted on the domain google.com. That is literally what hosting means. Now, you might argue that the original version was hosted on a different domain, but the version that the user gets sent to is the Google copy. You can call it caching if you like, but you can’t tell me that Google aren’t hosting AMP pages.

That’s a particularly low blow, because it’s such a bait’n’switch. One of the reasons why AMP first appeared to be different to Facebook Instant Articles or Apple News was the promise that you could host your AMP pages yourself. That’s the very reason I first got interested in AMP. But if you actually want the benefits of AMP—appearing in the not-search-results carousel, pre-rendered performance, etc.—then your pages must be hosted by Google.

So, to summarise, here are three statements that Google’s AMP team are currently peddling as being true:

  1. AMP is a community project, not a Google project.
  2. AMP pages don’t receive preferential treatment in search results.
  3. AMP pages are hosted on your own domain.

I don’t think those statements are even truthy, much less true. In fact, if I were looking for the right term to semantically describe any one of those statements, the closest in meaning would be this:

A statement used intentionally for the purpose of deception.

That is the dictionary definition of a lie.

Update: That last part was a bit much. Sorry about that. I know it’s a bit much because The Register got all gloaty about it.

I don’t think the developers working on the AMP format are intentionally deceptive (although they are engaging in some impressive cognitive gymnastics). The AMP ecosystem, on the other hand, that’s another story—the preferential treatment of Google-hosted AMP pages in the carousel and in search results; that’s messed up.

Still, I would do well to remember that there are well-meaning people working on even the fishiest of projects.

Except for the people working at the shitrag that is The Register.

(The other strong signal that I overstepped the bounds of decency was that this post attracted the pond scum of Hacker News. That’s another place where the “well-meaning people work on even the fishiest of projects” rule definitely doesn’t apply.)

Have you published a response to this? :

Responses

LTN

One team at Google citing the preference of another team at Google but representing it as the will of the peopleadactio.com/journal/13035

# Posted by LTN on Sunday, October 29th, 2017 at 11:52pm

Thijs

“One team at Google cites the preference of another team at Google but represents it as the will of the people” — adactio.com/journal/13035

# Posted by Thijs on Monday, October 30th, 2017 at 12:48pm

islandinthenet.com

The meaning of AMP by Jeremy Keith (adactio.com)So, to summarise, here are three statements that Google’s AMP team are currently peddling as being true: AMP is a community project, not a Google project. AMP pages don’t receive preferential treatment in search results. AMP pages are hosted on your own domain. I don’t think those statements are even truthy, much less true. In fact, if I were looking for the right term to semantically describe any one of those statements, the closest in meaning would be this: A statement used intentionally for the purpose of deception. That is the dictionary definition of a lie.

If what Jeremy has written is true, I need to know; is there a way to setup my websites to opt-out of AMP?

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# Monday, October 30th, 2017 at 8:49pm

belteshazzar

be VERY careful with google AMP, its not about the web, not about the consumer, its about google $$$, id be okay with if they didnt pretend

Tantek Çelik

.@beep https://ethanmarcotte.com/wrote/seven-into-seven/& @adactio https://adactio.com/journal/13035I.e. #AMP is #openwashing not #openweb, similar to #schema before it.It has appearances or aspects of being open (e.g. with defensive statements like “non-google committers”), but in practice is proprietarily controlled/governed (free community labor for corporate leaders), and designed (perhaps unintentionally) to bias an otherwise seemingly open ecosystem towards a single company or small anti-competitive oligopoly in practice.Nevermind the #doublespeak of caching vs hosting, or placement within “search results” implying part of a page vs the more practically meaningful “SERP” (search engine results page) placement, regardless of styling as a horizontal carousel or vertical list.I still think an actually open alternative could be beneficial.Previously, previously, previously:* tantek.com/2017/261/t2/open-alternatives-googleamp * tantek.com/2017/262/t1/amp-yourself-worse-than-html * tantek.com/2017/262/t2/amp-worse-than-html-subset * tantek.com/2017/263/t1/open-html-subset-interacts-quickly* tantek.com/2015/280/t1/js-dr-amp-not-include-javascript * tantek.com/2015/280/t2/make-amp-smaller-ban-jsonld-schema-orgMore: https://indieweb.org/AMP

Wassem2020 Mkhtar 5

At AMP Conf, the Google Search team were at pains to repeat over and over that AMP pages wouldn’t get any preferential treatment in search results …but they appear in a carousel above the search results. Now, if you were to ask any right-thinking person whether they think having their page appear right at the top of a list of search results would be considered preferential treatment, I think they would say hell, yes! This is the only reason why The Guardian, for instance, even have AMP versions of their content—it’s not for the performance benefits (their non-AMP pages are faster); it’s for that prime real estate in the carousel.#google #amp #googleamp #seo #chrome #webdevelopment

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Related links

Google AMP: how Google tried to fix the web by taking it over - The Verge

AMP succeeded spectacularly. Then it failed. And to anyone looking for a reason not to trust the biggest company on the internet, AMP’s story contains all the evidence you’ll ever need.

This is a really good oral history of how AMP soured Google’s reputation.

Full disclosure: I’m briefly cited:

“When it suited them, it was open-source,” says Jeremy Keith, a web developer and a former member of AMP’s advisory council. “But whenever there were any questions about direction and control… it was Google’s.”

As an aside, this article contains a perfect description of the company cultures of Facebook, Apple, and Google:

“You meet with a Facebook person and you see in their eyes they’re psychotic,” says one media executive who’s dealt with all the major platforms. “The Apple person kind of listens but then does what it wants to do. The Google person honestly thinks what they’re doing is the best thing.”

Spot. On.

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What happened when we disabled Google AMP at Tribune Publishing?

Shockingly little. So you should try it, too.

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Using Google Fonts Breaches GDPR – Interdependent Thoughts

Remember when I said you should avoid third-party dependencies?

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The UI fund

This is an excellent initiate spearheaded by Nicole and Sarah at Google! They want to fund research into important web UI work: accessibility, form controls, layout, and so on. If that sounds like something you’ve always wanted to do, but lacked the means, fill in the form.

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Google AMP is dead! AMP pages no longer get preferential treatment in Google search

I don’t know if AMP is quite dead yet, but it feels like it would be a mercy to press a pillow down on its face.

Google’s stated intention was to rank sites that load faster but they ended up ranking sites that use AMP instead. And the largest advertising company in the world dictating how websites can be built is not a way to a healthier and more open web.

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