Sara Fischer, Axios:
According to new data from Chartbeat, the vast majority of traffic growth publishers are seeing from platforms is now coming from Google AMP (Accelerated Mobile Pages) — or fast-loading mobile article pages on Google Search and Google News.
According to the data, mobile is driving almost all traffic growth for publishers from platforms, and has been since at least early 2017. And traffic to publishers using AMP specifically is up 100% since 2017.
Traffic to publishers from non-AMP Google referrals is nearly 65% less than traffic from AMP Google referrals. Google is digging even deeper into this proprietary format. That’s not good for the future of the web, nor is it good for the future of publishing. We’ve seen how news organizations too dependent on Facebook can see their traffic tank after an adjustment to the way News Feed works. Publishers should not tie their success to that of AMP, nor Google’s bias towards it.