Twitter rolls again AMP help, now not sends customers to AMP pages

If you find that your website’s AMP pages are getting less traffic from Twitter, there is a reason: Twitter has subtly updated its AMP Guidelines page on its developer page to say that support for AMP is through fourth quarter will expire.

How that could affect you. Previously, if a mobile user clicked a link on your website, Twitter directed them to the AMP version of that page if an AMP version was available. That doesn’t happen now and users just load the native mobile / responsive version of your content.

Thank you for telling us. Anecdotally, we’ve heard that AMP traffic has decreased from publishers, especially since Google started adding non-AMP pages to its Top Stories section. But it was David Esteve, a specialist in target group development and product manager at Marfeel, and the technical SEO consultant Christian Oliveira who discovered the update in the Twitter documentation.

Looking at our own data, we’ve seen a sharp drop in Twitter recommendations since August. But traffic bottomed out in November, suggesting the rollout is complete.

Twitter referrals to Search Engine Land AMP pages in 2021.

We’ve seen similar drops in LinkedIn referrals on AMP pages and reached out to the company to see if their support was also ending. We’ll update this post when we get a final answer.

Why we care. Since Google announced that AMP is no longer needed for Top Stories, many publishers have been wondering whether it is still worthwhile to continue supporting AMP. The main concern was the risk of losing traffic if publishers rely entirely on their native mobile experience for ranking. However, if social media traffic to AMP pages drops when support is removed, the need for AMP seems to decrease.

About the author


Henry Powderly is Vice President of Content at Third Door Media, the publishers of Search Engine Land and MarTech. With more than a decade in executive editorial positions, he is responsible for the organization’s content strategy and event programming.

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