Google Warns Against Using Web Stories Teasers

Google published a blog post (and a video) with a guideline statement meant to discourage using the Web Stories format for the purpose of traffic acquisition.

The article and the video note that there are growing amount of articles recommending the use of Web Stories as a teaser, a way to encourage visitors to click through and visit the website.

According to Google, this use of the Web Stories format presents a poor user experience. Google relates that they have received negative user feedback about Web Stories that are used as doorways to other content, like articles or videos.
The reason users don’t like it is because it takes an additional click to view the content they expect to see.

It is suggested that the reason publishers use teaser content is to monetize their websites. Google answers that because Web Stories can be monetized there’s no need to trick a user into visiting a website in order to show them advertising.

The way to do it is with In Between Page Ads. An announcement in December 2020 shows how easy it is to insert advertising into web stories.

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