Key Points

  • AMP's Obsolescence: Google AMP, once essential for mobile page speed, is now outdated due to the rise of mobile optimization techniques.
  • AMP's Limitations: Restrictions in AMP often lead to lower user engagement and conversion rates compared to fully optimized mobile pages.
  • Disabling AMP: Guides are provided for disabling AMP in CMS platforms like WordPress, Squarespace, and others, emphasizing the importance of 301 redirects.
  • Post-AMP Strategy: Shifting from AMP to advanced mobile optimization and working with experienced ad tech partners like Playwire can enhance your user experience, monetization efforts, and ad revenue generation.

Let’s take a trip back to 2015. While this might not seem like the distant past, in the world of digital media, this year was one of the first in a new era — the era of the smartphone.

You see, smartphones were becoming the norm worldwide, with many users only having access to the Internet through their mobile devices. But, there was a problem. Websites geared toward the desktop experience left users in limbo, waiting for their favorite web page to load.

It was like watching digital paint dry — very dull.

So Google did what it so often does, it leaped into action by releasing Google AMP, or the Accelerated Mobile Pages feature, to combat this annoying issue. Essentially, AMP simplified HTML, CSS, and Javascript code while caching content to Google’s servers to bring mobile users web pages on their phones at lightning speed. 

That was then. Almost ten years later, mobile optimization is standard practice, making AMP somewhat obsolete. 

So, what does the post-AMP era look like for publishers and content creators? That’s what we’ll dive into today.

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The Downside of Google AMP

Back in 2015, 10% of Americans used only their mobile device to access the Internet. By 2022, that number had jumped to 25%, with around 85% of Americans owning a smartphone. That means out of 10 random people you find on the street, almost all of them (around 9) will have a smartphone. 

That’s a lot of iPhones and Androids, and those screens can be small. 

Mobile optimization? It’s now the name of the game. Google AMP? While it served its purpose back in the mid-2010s, most publishers are utilizing newer strategies to create streamlined, speedy, and mobile-friendly pages.

AMP is quickly becoming a dinosaur of the digital world, and here’s why:

  • AMP is going away, with Google showing plenty of signs that the tool is depreciating. 
  • Pages using AMP simply don’t perform on par with mobile-optimized pages and don't utilize current Search Engine Optimization (SEO) best practices.
  • Mobile-optimized pages monetize better, and strategies for monetization are limited on AMP pages.

Want to know if your pages are performing poorly? Use Google’s Lighthouse scores to guide you. Plug in an AMP URL vs. a mobile-optimized page. You’ll see the difference immediately.

Performance and User Engagement 

If you’re not convinced yet that Google AMP should go bye-bye, don’t worry; we’ll get you there.

Let’s start with conversion rates. AMP sets a ton of restrictions on HTML and Javascript; it’s what helps get pages down to the nuts and bolts for page speed purposes. But this also means elements of your web page might go missing. Optin forms? Exit-intent popups? They just don’t work. 

As a result, publishers and content creators can’t encourage users to subscribe, fill out contact forms, or even make a purchase — hampering monetization and engagement strategies.

This over-simplification of web pages might have been a boon a few years ago, but now it’s hurting more than it helps. AMP pages won’t show things like sidebars or other content discovery features. This can lead to pageview metrics taking a significant hit.

Moreover, websites that thrive on user engagement will find it difficult to keep readers locked into their content with the limited features AMP permits.

The answer? Ditch Google AMP and focus on crafting a mobile optimization strategy for your pages.

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How to Disable Google AMP in Common CMSs

Okay, now that we’ve played on our digital scare flick that stars AMP as our frightening baddie, it’s time to get to the solutions. Below, you’ll find some simple tips to disable AMP on the industry's most popular Content Management Systems (CMSs).


While there are several types of AMP plugins for WordPress, the steps for deactivation are similar. 

  1. Venture over to the Plugins tab. 
  2. From there, find your installed plugins. 
  3. Next, hit “Deactivate.” 

Simple, right?

This will disable the WordPress AMP plugin on your site, but you’ll still need to set up redirects for those AMP pages. Use a redirect plugin or manually set redirects to tackle this task.


Squarespace is a different beast. If you’ve already enabled AMP and want to turn it off, just know Squarespace does not remove AMP pages per Google’s instructions. While Google recommends using 301 redirects, Squarespace won’t take this step, and, unfortunately, neither can you.

It might take a while for Google to stop servicing those pages, so keep that in mind.


AMP abilities in Webflow are still on the Wishlist, meaning they don’t support AMP. One Weblow user even went as far as to say in the Wishlist proposal, “AMP has lost its shine. Today, I don’t see its value over well-optimized content. Google is no longer showing a preference in SERPs.”


To disable AMP in Joomla:

  1. Log into your site as an admin. 
  2. On the top bar, click Extensions and then the Plugin Manager. If you’ve enabled any AMP-related plugins, here is where you’ll disable them. 
  3. Much like other CMSs on our list, you’ll have to go through the trouble of setting up 301 redirects manually.


Google AMP isn’t available for Hubspot web pages or landing pages but is for blog pages. Hubspot allows AMP either across the entire blog or through individual pages. 

  1. To disable AMP across your entire blog, head over to the Settings icon in the main navigation bar.  
  2. From here, navigate to Website, then Blog. This is where you’ll see all your blog posts.
  3. Next, select all the blogs you want to disable AMP from. 
  4. Navigate to the AMP tab.
  5. Turn off AMP

The process is similar for individual posts. Instead of selecting multiple blogs, click Edit on the one you want to alter.  


If you want to disable AMP on Drupal, you can head over to the AMP configuration page. That AMP URL will be: “/admin/config/services/amp”

Here, you’ll see all your AMP-enabled content. For each, you’ll need to click the link to “enable/disable.” Open the Custom Display Settings field, uncheck AMP, and click save.


To disable AMP on Wix:

  1. Navigate to the Blog Manager. 
  2. From here, find the settings tab and click “Turn Off” on Google AMP. 

And you’re done! Well, not so fast. Wix won’t automatically create 301 redirects, so you’ll need to implement a group 301 redirect so those URLs won’t turn up a 404 code.

Embracing the Post-AMP Era

As the digital content world starts seeing Google AMP in the rearview mirror, mobile-optimization practices will make all the difference. Page load speed matters here, so review the guidelines to make your site slick and fast. 

If you’re in the monetization game, you’ll want to partner with an ad tech provider who has all the right tools and know-how. That’s Playwire. With our powerful RAMP Platform on your side, you won’t just be crafting a killer monetization strategy, you’ll keep your pages clean and sleek for both your user experience and Google. 

Don’t wait to get started mastering the post-Google AMP era; contact the Playwire team today.

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