>I though AMP was opt-in for publishers?
It is but Google will only put you in the carousel at the top of the search if you use AMP. That's a significant enough driver of traffic where publishers can't afford to lose it.
It is but Google will only put you in the carousel at the top of the search if you use AMP. That's a significant enough driver of traffic where publishers can't afford to lose it.
we had an emergency AMP project after our traffic dropped 35% due to a smaller competitor implementing AMP and google rewarding them by boosting them in the search results.