Google AMP lowered our page speed, and there’s no choice but to use it – unlike kinds

This article is a repost promoting content originally published elsewhere. See more things Dan's reposted.

We here at unlike kinds decided that we had to implement Google AMP. We have to be in the Top Stories section because otherwise we’re punted down the page and away from potential readers. We didn’t really want to; our site is already fast because we made it fast, largely with a combination of clever caching and minimal code. But hey, maybe AMP would speed things up. Maybe Google’s new future is bright.

It isn’t. According to Google’s own Page Speed Insights audit (which Google recommends to check your performance), the AMP version of articles got an average performance score of 87. The non-AMP versions? 95. (Note: I updated these numbers recently with an average after running the test 6 times per version.)

I’ve complained about AMP before plenty – starting here, for example – but it’s even harder to try to see the alleged “good sides” of the technology when it doesn’t even deliver the one thing it was supposed to. The Internet should be boycotting this shit, not drinking the Kool-Aid.

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