Another longtime partner, LinkedIn, has also started to decrease the relevance of AMP results. The reason is that Google has also started to Telephone Number List retire AMP technology and in August of this year started rolling out Core Web Vitals (CWV) impacts to the live search engine for all users globally. It means that instead of ranking websites that had the Telephone Number List AMP version of their pages, the ones that were performing Telephone Number List great on the CWV metrics would have their pages ranked higher. Is AMP Fading? The short answer is undoubted yes.
Since last year, when Google began considering non-AMP pages in its "Top Stories" news feed as well, pages that supported the Telephone Number List technology began to see declining referrals to their Accelerated Mobile Pages. Another situation that caused users to be unable to identify and prioritize AMP results was the removal of the lightning Telephone Number List bolt icon indicator. As that was not enough to prove the end of AMP, with the good results that the changes in CWV metrics brought to the performance of websites, Google announced Telephone Number List that it can return the lightning bolt icon to the pages with excellent results in its tool PageSpeed Insights.
This is regardless of AMP support. Why is it important for digital marketers? Since you can't do anything about AMP's Telephone Number List discontinuation, take CWV metrics into account and keep the focus on experience and performance. When Google started ranking websites that didn't use AMP better, the company sent a subliminal message to Telephone Number List marketers and developers: focus on user experience, have great Telephone Number List design and content, and load fast. That's enough for you to qualify. AMP is no longer needed!