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If you’re noticing less traffic to your website’s AMP pages coming from Twitter, it turns out there’s a reason for this: Twitter has subtly updated its AMP guidelines page on its developer site to indicate that support for ART will be phased out by the fourth trimester.
How it could affect you. Previously, if a mobile user clicked on a link to your site, Twitter would redirect them to the AMP version of that page if an AMP version was available. This won’t happen again and users will simply upload the native mobile / responsive version of your content.
Thanks for telling us. We’ve heard that publishers have seen AMP traffic drop, especially since Google started putting non-AMP pages in its Top Stories section. But it was David Esteve, audience development specialist and product manager at Marfeel, and SEO technical consultant Christian Oliveira. who spotted the update in the Twitter docs.
Looking at our own data, we’ve seen a sharp drop in Twitter referrals since August. But, traffic completely bottomed out in November, suggesting the rollout is over.
We saw a similar drop in LinkedIn referrals to AMP pages and reached out to the company to find out if they were dropping support as well. We will update this message when we have a final response.
Why we care Since Google announced that AMP would no longer be required for Top Stories, many publishers have questioned whether continuing to support AMP is still worth it. The main concern has been the risk of lost traffic if publishers fully rely on their native mobile experiences for rankings. But, while social media traffic to AMP pages declines as support is lifted, the need for AMP appears to decrease.
About the Author
Henry Powderly is vice president of content for Third Door Media, the publishers of Search Engine Land and MarTech. With over a decade in editorial leadership roles, he is responsible for content strategy and event programming for the organization.
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