Google introduced a change to AMP on Monday that will enable people to easily view & share the original link of the article they are currently viewing, instead of the AMP URL—which, previously, was shown by default in the address bar of web browsers & the Android/iOS versions of the Google Search app.
AMP articles are cached versions of content from publisher’s sites that are served on Google’s domain, enabling the search giant to deliver this content more rapidly than if it were retrieved from a third-party host. Though the originating website still receives credit for traffic visiting AMP content (unlike some previous reports), and visitors are shown a “header” with the originating sites’ domain (see below), the process of copying & sharing the AMP URL has led to some issues for readers, and complaints from publishers.
With the updated AMP URL sharing, already live on the iOS app and launching soon on Android/mobile web, Google is adding native share functionality with a simple long-tap, just as is capable now via the address bar. This will enable viewers to bookmark & share the publisher’s link directly from the AMP content itself, instead of Google’s cached URL.
As Search Engine Land has noted, these Google URLs are, in essence, temporary redirects; causing more anxiety for publishers, as if the search company ever made an update to the way these AMP links were formatted, legacy social shares would cease to function.
Google’s AMP, or Accelerated Mobile Pages—as we’ve discussed before—is a project designed to speed up browsing on mobile devices, much like Instant Articles work on Facebook. While there have been some bumps in the road getting the AMP project off the ground—URL structure and traffic-diversion questions topping the list—Google appears to be addressing these as they arise.