From eliminating its controversial first-click free policy to announcing plans for a new model to drive subscriptions for publishers (then share the profits), Google has been taking big steps to improve its relationship with publishers in recent weeks.

With its most recent announcement, Google is turning its attention to supporting the excellent user experience that AMP aims to create. The change—outlined in this Google blog post—demands that any content on AMP pages must accurately reflect the content on the canonical page that it came from.

This change will be implemented starting February 1, 2018. The change is coming about to combat insincere “teaser pages” that were being used by some publishers. These AMP pages had just a small section of content that sat above a “read more on website” button.

Those publishers were gaming the system, so Google has responded.

Google suggests that “teaser pages” are used by just a very small subset of the 25 million domains around the world that use AMP. Google, though, has always been clear in its intentions. Its famous “Content Is King” mantra carefully guides the AMP Project. It is clear that “teaser pages” were subverting reader expectations and misusing the platform.

In an environment where users spend an average of 69% of their media time on smartphones, fast and organic experiences are in high demand. And the AMP team are working hard to give those experiences to readers on all connection speeds and devices.

We will keep you updated with how this change develops. To receive the latest updates from the blog, you can subscribe using the form below.