Google has recently made an announcement regarding the change they are working upon, to solve one of the most annoying features of Accelerated Mobile Pages (AMP) that bother the publishers. Google URLs will now be replaced by the publishers URL.

Steps have been taken, over time, to resolve issues in the AMP project development, but rendered no solution. This is due to the absence of a full solution that maintains the publisher URL. In April 2017, Apple even wen to the extent of developing it’s own solution for iOS/Safari users.

Malte Ubl, the Tech Lead for AMP project at Google, acknowledged the issue and the upcoming changes with a Twitter post:

“You don’t like URLs? Neither do we And so we are making the changes to no longer need them while retaining the performance & privacy benefits of AMP.

Read this post for details & thanks so much for all the feedback! ❤️

Publishers who have already adopted the AMP framework will most benefit from it.

Malte further explained the ‘behind the scenes’:

“We embarked on a multi-month long effort, and today we finally feel confident that we found a solution: As recommended by the W3C TAG, we intend to implement a new version of AMP Cache serving based on the emerging Web Packaging standard. Based on this web standard AMP navigations from Google Search can take advantage of privacy-preserving preloading and the performance of Google’s servers, while URLs remain as the publisher intended and the primary security context of the web, the origin, remains intact. This step gives us confidence that we have a promising solution to this hard problem and that it will soon become the way that users will encounter AMP content on the web.”

The first round of changes can be expected in the second half of 2018.


Ritu from PageTraffic is a qualified Google Ads Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.