We’re removing the AMP integration in Ghost 6.0. Users will begin seeing inline messaging about our intent to remove AMP in upcoming versions of Ghost.
We share some background info and reasons behind removing AMP below.
AMP (formerly “Accelerated Mobile Pages”) was initially launched by Google in 2015. It was intended to speed up web page loading on mobile devices. However, advances in web tech and other changes have made AMP irrelevant.
- Advancements in web dev: Web tech has gotten really good at building lightning-fast web pages, and mobile browsers are much more efficient. These advancements mean that websites can be faster than AMP, making its use unnecessary.
- SEO: Initially, Google prioritized AMP in results. However, it’s no longer a ranking factor. This change means websites can achieve good search engine rankings based on overall performance and user experience rather than relying on AMP.
- Limitations on design and functionality: To achieve performance benefits, AMP restricts HTML, CSS, and JS usage. This hinders brand identity and site functionality, and, if you were using custom AMP templates, forces you to maintain them in your theme.
- User experience: AMP pages are often served from Google’s cache, leading to issues with branding (URLs displaying a Google domain) and potentially creating a disjointed user experience.
- Decreased adoption: Many publishers (Vox, Buzzfeed, Washington Post) and websites (Twitter/X, Search Engine Land) have already dropped support for AMP.
The TL;DR here is that we’re dropping AMP because it no longer provides performance or SEO benefits, offers a worse user experience, and diverts our attention away from developing other features.
Nothing at the moment. Check whether AMP is enabled on your site by going to Settings → Integrations → AMP. Disable AMP now to prepare for the removal in Ghost 6.0.
We’ll provide additional guidance as we approach Ghost 6.0. If you have any additional questions about removing AMP, please share them below.