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OK, why does Google put AMP pages on Google's implementation of the AMP cache above the carousel in mobile, or add the AMP icon to search results that are AMP pages? If AMP pages are faster than regular HTML pages, then Google Search's ranking algorithm would rank higher these faster pages organically.


The biggest issue is that if search results were actually ranked by speed, sites would already become 100x faster without any of this AMP nonsense.


This seems to be a common misunderstanding, but page speed is already a search ranking factor.

https://webmasters.googleblog.com/2010/04/using-site-speed-i...


How fast do you have to be to get into the AMP carousel?


It's nowhere near significant enough to matter, unlike AMP which guarantees higher placement.


My guess would be that it's done to promote AMP, and to encourage publishers to make use of it.

I doubt it'll be integrated as a vertical forever, but I understand the complaints against them doing so.




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