latest
The AMP symbol is disappearing from Google search results
Google is finally done shoving AMP into everyone's face
Google really did everything it could to push its disliked Accelerated Mobile Pages (AMP) project that promises faster pages on mobile but ended up just making life more complicated for web developers and users alike. Now, five years after first showing the AMP lightning bolt next to search results to denote how fast they're supposed to be, Google has stopped drawing this distinction between AMP and regular pages in Search.
We first spotted the rollout yesterday, but today Google made it official that its AMP initiative will be enjoying a wide launch effective immediately. AMP, which stands for Accelerated Mobile Pages, is a new feature to Google's search interface on mobile browsers that will load an optimized version of news articles far more efficiently than the conventional way of navigating to a separate webpage. While Google emphasizes that there is much more to be done, it is going to be prioritizing compatible news and displaying the AMP wording and lightning bolt logo in mobile search by default.