Google announced that it almost solved the problem with displaying URLs in the AMP search results. They currently display Google URLs, not publishers that come from AMP Cache. However, later this year the situation will change, and AMP Cache will begin to provide publisher URLs.
Earlier, Google AMP developers have already taken a number of steps to eliminate this problem, but the lack of a full-fledged solution was one of the factors holding back the growth of support for accelerated mobile pages among publishers.
Recognizing this problem, the Google AMP project team leader Malte Uble posted a tweet: “You don’t like URLs like http://google.com/amp ? Me too”.
💥 You don't like https://t.co/tpOl8FTL7v 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! ❤️https://t.co/qdJmVfpSm5
— Malte Ubl (@cramforce) January 9, 2018
On the Google AMP blog, he wrote :
“We have been working on this issue for several months and today we are finally confident that we have found a solution: according to the recommendations of the W3C TAG, we intend to implement the new version of AMP Cache, based on the new Web Packaging standard. Based on this web standard, AMP moves from Google Search can take advantage of the confidential preloading and performance of Google servers, while the URLs remain as defined by the publisher, and the main network security context source, – unchanged.
We created a prototype based on the Chrome browser and an experimental version of Google Search to make sure that it really provides both the desired UX and the performance in actual use cases. This step gives us confidence that we have a promising solution to this complex problem. ”
It is assumed that displaying publishers’ URLs on AMP pages in Google’s search results will lead to more active introduction of this format by publishers who have previously kept clear of this technology.
Malte expects users to see the first changes in the second half of 2018.