Google will start penalising websites that use Accelerated Mobile Pages (AMP) as teaser pages, where only a small portion of the content is served to users via an AMP page.

From 1 February, Google will penalise any AMP page where the content on that page does not contain the same level of information as the equivalent desktop page.

When AMP technology was introduced two years ago, the goal was always to give searches access to full-length content at lightning fast speeds. Some publishers have taken it upon themselves to use AMPs as teasers— presenting a snippet of content before directing users to click through to the original page.

Needless to say, making a user click through twice to access the content they want to see is slowing down the experience rather than speeding it up.