[Y7ZCQtNo39]

So are you saying -- all else equal -- that if your webpage can respond just as quickly as an AMP one, that your search rank won't be docked?

E.g., your site is just as performant as AMP, but you're not using AMP.

[dontnotice]

Yup, that was in the the blog post announcing AMP, and subsequent press comments.

I'm of the persuasion that they can rank and display the results however they please, it's their site after all, so it's a non issue either way.

[pitaj]

I don't care at all about AMP really, but this:

> I'm of the persuasion that they can rank and display the results however they please, it's their site after all, so it's a non issue either way.

I don't get why anybody says this. Of course they are in control. Nobody can force them to do it differently (maybe the government but whatever).

Most people aren't saying that Google has no right to do what they're doing. People are saying that Google _should_ be doing it differently.

[squeaky-clean]

> I'm of the persuasion that they can rank and display the results however they please, it's their site after all, so it's a non issue either way.

Of course they can legally do it, and we're not judges debating that.

There's a difference between what they are allowed to do legally, and what they can do that keep me coming back as a user. This is legal, but it makes me use DuckDuckGo instead.

[dragonwriter]

I wonder how Google manages the network topology for testing this so that the fact that AMP is served from a Google-local cache does not give it a speed advantage to Google's speed-testing bot beyond any it may have in typical, outside of Google, use.

[ec109685]

Google preferches the amp content.

[ec109685]

Your site will never be faster than AMP because google can’t prefetch content from your site.

[yorwba]

They can't? Or they won't?

[jariz]

They could've made an open standard that not only websites but other search engines could implement as well, but then again why would they do that? They'd lose a competitive advantage. I think AMP is very deliberately locked in to google.

[ec109685]

Any site can implement an amp reader. E.g. Cloudflare has setup an amp cache third parties can use. I believe twitter makes use of this.

This new open standard they are pushing will eliminate the need to even have an amp cache for a site to consume amp, win win.

[dx034]

Good luck trying to get to AMP performance without using AMP. That will likely be more work and in the end you come up with AMP in all but name.