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When Should You Avoid Google AMP?

We're big fans of Google AMP. The format is key to maximizing your SEO on mobile. It also provides users with a streamlined loading experience that can deliver meaningful ROI.


We love it so much that RebelMouse has a seamless integration with AMP. The unique RebelMouse Layout & Design tool enables users to easily update and edit an AMP-specific page format.

But even though Google AMP is necessary 90% of the time, there are two valid reasons for deactivating it across your site:

1. It's Too Restrictive

AMP has certain limitations when it comes to what CSS it'll allow (that's why it has a validator for its pages). For some projects, these limitations can be too constricting.

If this is the case, AMP can return a lot of errors or not show the type of information or style needed in your articles. This is a valid scenario where you can choose to avoid sending traffic to AMP completely (or partially — like per section, for example).

2. Search Traffic Is Not Your Focus

If your search traffic is negligible and not part of your future, you can choose to deactivate AMP.

Google highly prefers the AMP format, but if search engine traffic is not what your core strategy is focused on, we can help you deactivate it entirely. Some media companies exist solely on social or other outlets for all of their traffic.

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Rebel Insights

RebelMouse Q1 2021 Platform Updates

Speed, performance, and Core Web Vitals enhancements

Click here to read our Q2 2021 platform performance updates!

At RebelMouse, we pour our souls into making sure that our platform is always the most modern, high-performance CMS on the market. In fact, we invested over $100,000 worth of hours into our platform in Q1 2021 alone. This has resulted in updates and performance enhancements that publishers would have to pay for on their own to make happen on any other platform, such as WordPress. We're proud to be at a level of scale where we can invest this way into our platform, and we will continue to invest at this rate every quarter moving forward just as we have in the past.

Here are the major updates that we've added to the platform in Q1.

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Rebel Insights

Fuel a Data-Driven Content Strategy With Google Search Console Insights

At RebelMouse, we believe a data-driven content strategy is the key to success. Luckily, the era of "post and pray" is far behind us. Creators no longer need to create articles blindly and hope that they are successful. There are now tools that can help creators understand the kind of content that resonates with their desired audiences.

That's why we are excited to let you know about Google Search Console's Insights feature. According to Google, this new data view will help content creators and site owners answer the following questions:

  • What are your best performing pieces of content?
  • How are your new pieces of content performing?
  • How do people discover your content across the web?
  • What do people search for on Google Search before they visit your content?
  • Which article refers users to your website and content?
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