Being that Google owns and operates the world’s most used search engine, they are in a very strong position to dictate the direction of the internet. Their AMP project is a good example. Google AMP is the search engine giant’s latest effort to speed up mobile internet access across virtually every platform. It is popular enough at this point that WordPress developers and site owners are beginning to utilize it. We want to exercise caution.
Google AMP improves mobility by stripping websites of those elements that are not necessary for the correct display of content. For example, a person who runs a food blog may implement AMP only to discover that it will not allow the site’s recipe cards to load. They have been stripped out to increase load speed.
AMP is still new enough that it is undergoing extensive growing pains. Therefore, using it is not the best move for every WordPress site owner. Here are three reasons to consider not jumping into the Google AMP pool as a WordPress user:
1. You Operate an E-Commerce Site
Numerous e-commerce solutions are now available for WordPress site owners. These solutions are heavily dependent on functionality throughout. Embracing AMP on an e-commerce site could wreak havoc on the business side of things.
AMP could easily strip away the most critical functions you need to sell your products or services. Keep in mind that Google’s goal here is to optimize content in order to decrease load times. As an e-commerce site owner, you are less focused on content and more focused on turning sales.
2. You Rely Heavily on Social Media
One of the greatest benefits of WordPress as a blogging platform is that it easily integrates with social media sites such as Facebook and Twitter. However, AMP users have discovered that the Google project does not always play well with social media.
In some cases, AMP-enabled pages don’t allow for automatic sharing to social media sites. Site owners have to manually copy and paste post links in order to make them available to their social media followers. In other cases, AMP-enabled pages either don’t display comments or limit them in some way. And when comments are linked to social media, they can be even more problematic.
3. Your Website Is Not Content Heavy
Last, Google has always intended AMP to be used mainly by websites that are heavy on written and video content. If your site is not content heavy, you will probably not notice enough of an improvement to make AMP worthwhile – and that’s if you notice any improvement at all. By the way, the same goes for WordPress developers that rely on a single stylesheet for mobility. AMP will not do much for you.
If you still believe AMP is right for your WordPress site, you need only install one plugin: the main AMP plugin from Automattic. There are also additional plugins you can install to extend the functionality of AMP in WordPress.