Twitter has quietly rolled again its help for Accelerated Cell Pages (AMP) on cell, based on a support page noticed by SEO consultant Christian Oliveira. The help web page initially detailed how Twitter would routinely ship customers of its cell apps to the AMP model of a web page from hyperlinks posted on the social community. Nevertheless, sooner or later since October twenty first, Twitter up to date the web page with a discover saying it’s retiring the characteristic by the top of the 12 months.

In accordance to data from SearchEngineLand, this retirement course of seems to have been accomplished earlier this month. Now, trying to go to a web page from Twitter seems to ship customers on to the common internet web page, quite than an AMP model which may be out there.

Twitter’s discover saying it’s retiring the AMP characteristic.
Picture: Twitter

Though Twitter notes that the AMP permits for “fast-loading, beautiful, high-performing mobile web experiences,” the expertise has proved controversial since Google launched it in 2015. A lot of the controversy centered round Google’s perceived management of the mission, with some critics claiming that it amounted to Google’s try and reinforce its control of the open web.

Nevertheless it additionally has extra fundamental consumer interface issues for a platform like Twitter due to the way in which it may mess with URLs, when it makes pages look like from Google whatever the web site that created them. It’s an annoying scenario that’s led to the creation of browser extensions which routinely redirect AMP pages to the unique article URL to scale back confusion.

Twitter’s help doc doesn’t give a cause for its change in coverage. A spokesperson was not instantly out there to reply to a request for remark.

The social community’s transfer follows a coverage change from Google itself in Might 2020 when it introduced that it might no longer require news sites to supply AMP variations of their pages to be able to be featured in its search engine’s High Tales part. The transfer was a very long time coming following a Google initiative launched in Might 2018 to take what the corporate had realized from AMP and switch its options into common internet requirements.

For extra background on AMP, take a look at this 2018 episode of The Vergecast that includes an interview with AMP’s former tech lead Malte Ubl.


Please enter your comment!
Please enter your name here