Google Search now sends searchers directly to publisher-hosted AMP pages

Google has announced a change to how Accelerated Mobile Pages (AMP) are handled in search results. Previously, when a user clicked an AMP link in Google Search, they were taken to a Google-cached version of the page. Now, Google will directly link to the publisher's own hosted AMP page, effectively removing its intermediate caching layer for these results. Google confirmed it will continue to support the open-source AMPHTML format itself.

This shift means that all traffic and user engagement from AMP clicks will now directly register on the publisher's domain, rather than Google's. For SEO professionals and site owners, this simplifies analytics tracking and attribution for AMP traffic, as all metrics will originate from their own servers. It also reinforces the importance of maintaining a fast and reliable hosting environment for AMP pages, as Google will no longer be serving a cached version to ensure speed.