What happened when we disabled Google AMP at Tribune Publishing? Shockingly little. So you should try it, too

THE CUTOVERS

The first site to make the leap was the Baltimore Sun. We turned off AMP and cut over pages to the redesign by sections over four weeks starting in early March. Prior to the cutover, about 68% of daily mobile search users coming to the Sun were hitting AMP — a fairly large percentage.

THE RESULTS

Given all the factors, it’s impossible to make a truly clean search impact analysis. In addition to retiring AMP, we had a redesign and a codebase change. We’re at the tail end of a long organic search decline from the pandemic. How much of a factor was news fatigue on news-centric sites? And while mostly stable, there were fewer articles being published each month in 2022 post AMP on some of our sites—a factor which could meaningfully impact overall search referrals.

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Kurt Gessler

Kurt Gessler

Director of Editorial Ops at @ChicagoTribune et al. I also teach stuff at @UNLincoln @Unl_CoJMC. Practicing journalism et sic per gradus ad ima tenditur