If you’re interested in seeing mobile web traffic results, using Google’s AMP protocol—which is, very shortly, heading to email—makes a lot of sense.
But before you get ahead of yourself, it’s worth noting that a lot of critics of the protocol, also known as Accelerated Mobile Pages, have emerged since it was launched two and a half years ago.
Here’s the issue, according to some observers: AMP is seen as a way to speed up pages due to changes it makes to the HTML protocol, changes that also have the side effect of making the HTML more proprietary and more Google-centered.
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