Google ole pal, this better not be a joke.

With news, Google is all in on the AMP pages for mobile. The search giant has realized it needs to ease up on the strict standards to validate page in the AMP section of the Google Search Console. A faster web experience has to compromise at some point due to the sheer number of technologies used to build websites.

Full validation is no longer required for a publisher’s link to appear in the search results. Starting August 1. Those ‘missing structure data’ and ‘invalid structured data’ errors will see a nice downgrade from outright errors to ‘informational notes’ that won’t invalidate the entire page.

Here’s the update from Google outlining the change:

Some AMP pages may see a drop in errors reported. This is because the “missing structured data” and “invalid structured data” issues have been downgraded from errors to informational notes. This downgrading was done because an AMP page no longer needs a structured data element to appear in search results.

Right. We can make the assumption Google saw the massive headache and feat eBay pulled off by going full AMP and decided that’s a migraine the rest of us shouldn’t have. Sorry eBay, but way to take one for the team.

Also, becoming AMP compliant before the ‘informational notes’ means ditching some of the very partners Google has on its Cloud Platform. One I ran into was was New Relic. I had to have a specific plugin created to strip the monitoring javascript from AMP pages.

Now I get to tell our server management company, ‘about that plugin…’

Google AMP

Before the publishers with the eighty ad placements get excited, calm yourself. It’s not carte blanche to go wild with enough javascript to piss off the mightiest of computers. Or let’s hope not.

For those not familiar with AMP, the gist is it strips away a ton of deadweight code and styling to give the user a faster mobile experience. Faster load times, less data used. The idea is the website becomes about the reader again and not a digital version of A&E’s Hoarders.

AMP’s issue for publishers is it’s a pain in the ass to implement. While we all agree that something needs to be done to curtail the amount of ads and ridiculous js served across the web, the standards were strict.

We can all breathe a bit easier as the search giant relaxes some of the rules of the road. Fewer errors hopefully our 18 errors out of 3000+ pages will be gone. Honestly, I gave up on those 18. Sorry, but after seeing ‘invalid structured data’ errors for weeks, I reached the point of ‘good enough.’

For those not in the publishing business, get ready. The lightning bolt icon is coming to all mobile searches via Google. The company may say it’s not necessary, but it’s a simple question of all things being equal – which site gets the higher ranking? The AMP-enabled shop or the non-AMP shop.

It’s Google’s world. We just live in it.

Gear. TV. Movies. Lifestyle. Photography. Yeah, I’m the type who sees a shiny object and is immediately captivated. Wait... There’s another. You can reach me at marcus@newsledge.com

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