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Google could have given its users the same advantages of AMP without AMP just by saying: we'll penalize slow and cluttered websites in web searches, in favour of fast and clean ones.

That would have been equally painful for the developers, but not for the users.

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They actually do penalize slow and cluttered websites but not enough. I've seen some companies websites download 20mb for a simple landing page and still come up higher than other pages that are way faster.

They should penalize more instead of forcing us to use AMP almost as a power move from them.

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