Google and Facebook have shaken up the online publishing world with the introduction of their instant articles platforms.

For Facebook, these articles will appear in full on the newsfeed as users scroll through. For Google, these articles will appear in mobile search results.

Google’s accelerated mobile pages show the article content almost instantly as Google heavily caches and pre-loads the pages to minimize loading time.

Still wondering, “AMP for publishers – good or bad?” Here are a few things to know:

The Good

Google’s AMP platform offers publishers a lot of benefits.

The articles reach more mobile users, who are poised to quickly overtake desktop users in search. By publishing on the platform, you can reach more of those users by providing articles in a format that is better suited for the device and for on-the-go reading habits.

With faster loading content, your site will earn a higher page rank and will appear higher at the top of search results. That will get you more impressions and traffic with both mobile and desktop users.

The faster loading content will also ensure that you retain more of your readers, which can lead to more people clicking through to your site and your other content. More eyes on your content also means more eyes on your ads, which can lead to more revenue.

Google also publishes AMP results right at the top of search results, just below paid search. AMP results are even prioritized above highly optimized local search pages.

Higher placement in search means even more eyes will be on your content, your site, and your ads. You can leverage that visibility to create more brand awareness, get more conversions, and generate more ad revenue.

The benefits of just having more eyes on your content cannot be understated. What you do with that opportunity is up to you, but the potential is there to quickly grow your brand and meet your business goals.

The Bad

There is no magic bullet for your marketing efforts, which means there will always be a down side to whatever marketing strategy you are employing.

One of the downside of Google’s AMP platform is that it requires a special coding language to format the articles. The language is a subset of HTML, and it is designed to simplify the coding process. However, learning it can also be intimidating for those who do not code and who prefer to use a content management system for publishing.

Fortunately, there are numerous tutorials that walk publishers through the process of creating their AMP pages and make the process a little easier. A few WordPress plugins have also been introduced that automatically convert a page into AMP format, such as Automattic and Page Frog.

As the platform becomes even more popular, we expect that more plugins and other tools will become available to make the formatting process a little easier.

The other downside of Google’s AMP is that although these results are prioritized in search, they are still listed under paid search results. A mobile screen is much smaller than that of a desktop, so far fewer search results are going to be appear on the page.

Unless you are targeting keywords with very low competition, your page is likely to get buried under paid search, which can diminish your visibility. You may need to reconsider the keywords you are using for your mobile strategy, or you may need to consider investing more in mobile paid search.

The Bottom Line

Google’s AMP platform has many more benefits than it has disadvantages, and publishers of all sizes would be smart to put as much of their content on the platform as possible.

Use tutorials or plugins to make the formatting a bit easier if you have trouble with the coding aspect of it, or hire someone to manage this part of your marketing campaign for you.

Closely evaluate your advertising strategy to make sure you are getting maximum impact. You’ll want to look at the exposure you are getting for specific keywords, as well as the type of placement you have within your content.

CodeFuel offers an advertising platform that helps you maximize your advertising revenue by analyzing the best placement for ads, including matching ads with content and selecting the right platforms. Our algorithm predicts user behavior to ensure the right placement of ads for the best results.

CodeFuel’s platform also relies on hard data to ensure the best ad placement. You’ll get more brand exposure, increased user engagement, and increased revenue as a result.

Employ the right tools and you’ll get the results you need with Google’s AMP, Facebook instant articles, and other new content tools. It is essential that you continue to evolve with the times to find readers where they are and to stay relevant.