How to walk back AMP

Using redirects for your AMP pages

Heather Tullos avatar
Written by Heather Tullos
Updated over a week ago

Note: As of July 1, 2022. Mediavine no longer supports AMP ads.

Deleting the AMP plugin outright will cause 404 errors on ALL of your AMP pages. Subsequently, having 404s on your site is not a great idea for SEO. Now that the current version of the Mediavine Control Panel no longer has any AMP options, the best approach will be to redirect your AMP pages to their non-AMP version.


The most popular plugin for this kind of solution is Redirection. This help page will have screenshots specific to this plugin. Other plugins could theoretically accomplish the same goal, but for the sake of simplicity, we'll focus on Redirection:

  1. Check one of your AMP pages and verify the URL structure. Your AMP pages will either end in /amp, ?amp, or sometimes the AMP pages can be accessed by both. Make a mental note of the URL structure.

  2. After installation and activation of the Redirection plugin, click on the plugin's settings link from the "Plugins" section of your WordPress Admin.

  3. Click on "Redirects" in the upper left corner of the plugin's settings page and then click "Add New."

    If your AMP page URLs end in /amp, then enter ^/(.*)\/amp for the Source URL, enter$1 for the Target URL, and click on the URL Options/Regex dropdown and select Regex. Lastly, just click "Add Redirect:"

    If your AMP page URLs end in ?amp, then you follow the same steps as above, but you would enter ^/(.*)\?amp as the Source URL.

  4. With your redirect in place, simply clear the caching from any caching plugin you have installed and then double-check your AMP pages. You'll know it's working properly when it redirects you to the non-AMP equivalent.

  5. Once you've verified that AMP pages are getting zero traffic due to the redirects, you should be able to remove the AMP plugin. After that point, just monitor Google Search Console to verify they have all been de-indexed.

What about a different way to handle redirects?

We recommend working with your host or developer to redirect your AMP traffic to regular mobile pages.

Did this answer your question?