Free White Paper: A Rebel's Guide to Building Organic Loyalty

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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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Here’s Why You Should Focus on Valley Elevation

We've all experienced it. The dopamine-filled highs of watching site stats blast through the ceiling on our favorite web analytics platform after a piece of content goes viral. As digital publishers, it's in our blood to crave these spikes. But the sobering crash back to reality that follows, and the ensuing scramble to come up with the next piece of content that can match the previous peak, are seemingly inevitable. This constant seesawing is a frustrating and fatiguing experience, no matter the size of your budget or marketing team. What's a publisher seeking stability to do? Are we all targeting the right goals, or is there more here than meets the eye?

Enter Valley Elevation

Turns out there is more to your stats than just those towering summits. It's the concept of valley elevation, and it's been staring you in the face the entire time. Coined by Bradley Schwarzenbach and popularized by bestselling author Andrew Davis, valley elevation posits that you should be focusing on the depth of your metrics' troughs instead of its peaks.

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Content Creators: Here’s a Look at the Publishing Experience That's Changing the Game

If you're a content creator or social curator, you know all about the challenges tied to algorithm changes, industry shifts, and the ongoing fight to sustain reach in an oversaturated market.

At RebelMouse, we create lean tech that's built to iterate alongside these fluctuations. Chances are the CMS you're using was created before social. If that's true, you may still view content on your website and in social feeds as two different entities you have to control and manage. We're here to blur those lines for you and take publishing where it needs to be in 2018.

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