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.