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Google Ends Cache-Served AMP
Google Search will now direct users to a domain's AMP host pages instead of serving them from the cache, ending the viewer/cache serving path. This change affects how local businesses should manage their AMP pages and could impact page loading times and user experience.
Background paragraph: Accelerated Mobile Pages (AMP) are designed to load quickly on mobile devices, providing a better user experience. Local businesses have adopted AMP to improve their mobile search rankings and user engagement.
What changed: Google announced the end of serving AMP pages from the cache, instead directing users to the domain's host pages. This means that AMP pages will now load directly from the publisher's server, potentially affecting page loading times.
Why it matters: For local businesses, this change could impact how quickly their AMP pages load, which in turn could affect user experience and search rankings. Faster loading times are associated with higher engagement and better conversion rates.
Niche breakdown: A coffee shop with an AMP version of their menu or a hair salon with AMP-enabled appointment booking will need to ensure their host pages are optimized for fast loading to maintain a good user experience. A pet groomer or fitness studio with AMP pages for their services should also review their page loading speeds.
What to watch: Local businesses should monitor their AMP page loading times and overall user experience. They should also ensure that their host pages are well-optimized for mobile devices to mitigate any potential negative impacts on user engagement and search rankings.
To adapt to this change, local businesses should prioritize optimizing their host pages for fast loading, focusing on mobile-friendly designs and content delivery networks (CDNs) to minimize latency. They should also monitor their page loading times using tools like Google PageSpeed Insights and adjust their AMP strategy accordingly to maintain a seamless user experience.
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Source: Search Engine Journal · 2026-07-02
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