Google Search sends users directly to publisher AMP pages

Starting today, Google Search is changing how it directs users to AMP pages, sending them directly to the publisher-hosted versions rather than the cached pages displayed in an AMP viewer. Previously, clicking an AMP link in Search would load the content from Google’s own cache, wrapped in its own viewer interface.

A Google spokesperson confirmed the shift to Search Engine Land: “Starting today, we are updating how we connect users to AMP pages from Search, taking them directly to the AMP host pages.” The company emphasized that rankings remain unaffected by this adjustment. Google added, “AMP content will continue to rank just like any other webpage, and this change will reduce maintenance efforts for publishers creating AMP content.”

The core takeaway is that search rankings for AMP pages are unchanged. Google Search and Google Discover will continue to serve and rank AMP content exactly as before. The motivation behind the update is purely operational. Google explained that this change simplifies analytics management and tracking for publishers, making it easier to both create and maintain AMP pages going forward.

Google also reaffirmed its ongoing support for the open-source AMPhtml format and posted additional details on the topic. The move signals a continued, though quieter, role for AMP in the search ecosystem.

It is worth noting that AMP has not received preferential treatment in search rankings for quite some time. In fact, encountering an AMP page has become increasingly rare. This site itself turned off AMP back in 2021. While AMP coverage has largely faded from the spotlight, this update is a notable change worth documenting for publishers still invested in the format.