Early next year, Google will make it easier for those viewing AMP content in its search results to find and share URLs that lead directly back to publishers, rather than to Google itself.
Currently, AMP content — accelerated mobile pages — are loaded differently by Google than regular content. Clicking on regular content generally takes people away from Google and to publishers’ sites. Clicking on AMP content keeps people at Google, with a Google URL appearing for that content.
Showing a Google URL can be confusing to those who want to share AMP content and don’t understand why a publisher’s URL isn’t showing. It’s also a concern to publishers who may feel that Google is making it harder for their content to be shared and bookmarked, as we’ve covered earlier.
