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The day after AMP was launched, I published a post with a bunch of concerns I had—most notably, that of the incentives being put around building AMP content.
推出AMP的第二天，我发表了一篇帖子，内容涉及很多问题，尤其是围绕建立AMP内容的激励措施。
This promise of improved distribution for pages using AMP HTML shifts the incentive. AMP isn’t encouraging better performance on the web; AMP is encouraging the use of their specific tool to build a version of a web page. It doesn’t feel like something helping the open web so much as it feels like something bringing a little bit of the walled garden mentality of native development onto the web.
使用AMP HTML改善页面分布的承诺改变了动机。 AMP并不鼓励在网络上获得更好的性能。 AMP鼓励使用其特定工具来构建网页版本。 感觉不像是对开放网络的帮助，反而感觉上像是在将原生开发的一些围墙花园心态带入了网络。
It’s a concern that has been stated over and over again in the two-plus years of AMP’s existence, by numerous developers. It finally boiled over recently, resulting in the publication of the AMP letter which at the time I’m writing this has been signed by 640 people and seven organizations (and also, to my knowledge, has not been formally addressed by the AMP team).
就这么一直关注的陈述 一遍又一遍又在两年多AMP的存在，众多开发商。 它终于在最近沸腾了，导致AMP信的出版。在我撰写本文时，这封信已经由640个人和七个组织签署(据我所知，AMP团队尚未正式处理) 。
The letter calls on the AMP team to make two primary changes:
该信呼吁AMP团队进行两项主要更改：
Instead of granting premium placement in search results only to AMP, provide the same perks to all pages that meet an objective, neutral performance criterion such as Speed Index. Publishers can then use any technical solution of their choice.
与其仅将搜索结果中的优质展示位置授予AMP，还不如对满足客观，中立性能标准(例如速度指数)的所有页面提供相同的待遇。 然后，发布者可以使用他们选择的任何技术解决方案。
Do not display third-party content within a Google page unless it is clear to the user that they are looking at a Google product. It is perfectly acceptable for Google to launch a “news reader”, but it is not acceptable to display a page that carries only third-party branding on what is actually a Google URL, nor to require that third-party to use Google’s hosting in order to appear in search results.
除非用户清楚他们正在查看Google产品，否则请勿在Google页面中显示第三方内容。 谷歌启动“新闻阅读器”是完全可以接受的，但是不可以在实际的Google URL上显示仅带有第三方品牌的页面，也不要求该第三方使用Google的托管服务以便出现在搜索结果中。
AMP has indeed made a few changes to help with problem number two a little bit. There’s still some work to be done there, but it’s a good sign.
AMP确实做了一些更改以帮助解决第二个问题。 仍然有一些工作要做，但这是一个好兆头。
But there has been no indication of any attempt to address the first issue, that of incentivization and premium placement. In fact, not only has there been no attempt to fix it, it appears the AMP team is doubling-down on those incentives instead.
但是，没有迹象表明有人试图解决第一个问题，即激励和溢价。 实际上，不仅没有尝试解决它，而且AMP团队似乎正在加倍采取这些激励措施。
Yesterday they announced a new extension to the AMP format: AMP stories. AMP stories will be familiar to anyone who has looked at more openly proprietary formats like Apple News. They provide a mechanism for publishers to build visually compelling and engaging stories for mobile (though as AMP itself eventually expanded beyond mobile, I fully expect the same thing to happen with stories).
昨天，他们宣布了AMP格式的新扩展： AMP故事 。 曾经看过Apple News等更开放的专有格式的人都会熟悉AMP的故事。 它们为发布者提供了一种机制，可以为移动设备构建具有视觉吸引力的引人入胜的故事(尽管AMP本身最终扩展到了移动设备之外，我完全希望故事也会发生同样的事情)。
The kicker to the announcement is the promise from yesterday’s keynote that this content will “..be surfaced in Google search.” The exact method sounds like it isn’t guaranteed, just as the exact method wasn’t guaranteed when AMP itself was first announced. The launch post did, however, provide an image that shows how those results could appear in search.
该公告的启动者是昨天主题演讲中的承诺，即该内容将“ ..出现在Google搜索中”。 确切的方法听起来好像无法保证，就像AMP首次发布时并不能保证确切的方法一样。 不过，发布会确实提供了一张图片，显示了这些结果如何出现在搜索中。
The new AMP stories will also be singled out in Google search.
新的AMP故事也将在Google搜索中列出。
So, to recap, the web community has stated over and over again that we’re not comfortable with Google incentivizing the use of AMP with search engine carrots. In response, Google has provided yet another search engine carrot for AMP.
因此，回顾一下，网络社区一再声明，我们对Google鼓励在搜索引擎胡萝卜中使用AMP感到不满意。 作为回应，谷歌为AMP提供了另一种搜索引擎胡萝卜。
This wouldn’t bother me if AMP was open about what it is: a tool for folks to optimize their search engine placement. But of course, that’s not the claim. The claim is that AMP is “for the open web.” There are a lot of good folks working on AMP. I’ve met and talked with many of them numerous times and they’re doing amazing technical work. But the way the project is being positioned right now is disingenuous.
如果AMP公开了它的含义，这不会令我感到困扰：这是一个让人们优化其搜索引擎位置的工具。 但是，当然，这不是要求。 声称AMP是“开放的网络”。 AMP有很多好人。 我见过他们很多次并与他们交谈过很多次，他们正在做着惊人的技术工作。 但是，目前该项目的定位方式并不明确。
If AMP is truly for the open web, de-couple it from Google search entirely. It has no business there.
如果AMP真正适用于开放网络，则将其与Google搜索完全脱钩。 它在那里没有业务。
I have no problem with Google using their search engine to drive certain behaviors. HTTPS impacts your SEO score, performance impacts your SEO score (a little)—and that’s fine! These are features of a site that are not beholden to a single framework or tool. Everyone benefits whether they’re using Google technology or not.
我对Google使用他们的搜索引擎推动某些行为没有任何疑问。 HTTPS会影响您的SEO分数，性能会影响您的SEO分数(一点点)，这很好！ 这些是站点的功能，不依赖于单个框架或工具。 无论是否使用Google技术，每个人都将从中受益。
But that’s not what happens with the AMP carrot. The only people who benefit are the ones who buy into this one, single tool.
但这不是AMP胡萝卜发生的情况。 唯一受益的人就是那些购买此单一工具的人。
If AMP makes performance better, that’s fantastic! Let’s incentivize good performance in the rankings. Let’s incentivize the goal, not the tool. There’s no need to single it out—if it does what it promises, it will reap the same rewards as any other highly performant page.
如果AMP使性能更好，那就太好了！ 让我们激励排名中的良好表现。 让我们激励目标而不是工具。 无需将其单独列出-如果它能够实现承诺，它将获得与其他任何高性能页面一样的回报。
And I get it—it’s a non-trivial issue to give the same sort of treatment to all performance, well-built sites that you currently give to AMP content. Here’s the solution: don’t incentive it then until you can do it for the broader web. Yes, it will hurt AMP adoption and slow it down, but that’s not the goal here, right? AMP is for the open web, remember? The goal is a better web experience, a more performant web—not more AMP content. Right now that’s not what these artificial incentives accomplish.
我明白了—对您当前对AMP内容给予的所有性能良好且结构良好的网站进行同等对待是一个不小的问题。 解决方法是：不要激励它，直到您可以在更广泛的网络上使用它为止。 是的，这会损害AMP的采用并使其放慢速度，但这不是这里的目标，对吧？ AMP是用于开放网络的，还记得吗？ 目标是更好的Web体验，更高性能的Web —而不是更多AMP内容。 目前，这不是这些人为激励措施所能实现的。
Look, AMP, you’re either a tool for the open web, or you’re a tool for Google search. I don’t mind if you’re the latter, but please stop pretending you’re something else.
您好，AMP，您要么是开放网络的工具，要么是Google搜索的工具。 我不介意您是后者，但请别再装作自己。
翻译自: https://timkadlec.com/remembers/2018-02-14-the-two-faces-of-amp/
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