Concentrated Bursts of Advertising Followed by Halts Before Beginning Again

Nosotros've seen astonishing momentum from spider web creators trying their outset steps with Spider web Stories. With more adoption comes more content exploration, guidance and questions, and information technology's still early days for Web Stories, and so we're all figuring things out together as a customs.

Spider web creators effectually the world are figuring out how Web Stories complement their portfolio, and one detail thing we've seen folks try out is teaser content: Spider web Stories that are essentially advertisements for some other content, like a blog post or total-length video.

Unfortunately, from what users are telling us, this isn't what they want. Instead Web Stories are best when they tell a full story and aren't used to "tease" other content. Readers don't like to feel forced to click through to a connected blog postal service to end reading. While Spider web Stories can help grow traffic to your domain and raise your visibility, they likely volition not work every bit a pure acquisition channel where users have to click through to consummate their content journey. Nosotros want to come across you succeed, so let's discuss what to practice instead.

Allow'due south address the elephant in the room, the reason why we're talking nearly all of this in the first place: monetization. We know that many blogs and websites take their monetization strategy well crafted and want to drive users to their main property. That makes sense. Yet, with Stories, it's important to think about the users consuming them and how Google showcases them.

Web Story advertisements

What you might non know is that y'all don't have to rely on converting traffic to your blog pages to monetize. You can directly monetize Web Stories with in-between-page ads. Well-optimized blog posts might all the same make you more money today, but ad networks are working on building out and expanding their Spider web Story integrations, so you should encounter both CPMs and fill up rates improve over time.

Quality content will make your Web Stories observe an audience

Google wants to send users to the best content, so the quality of your stories is very important in determining if they show up on Search and Notice. In other words: A critical ranking betoken at Google is the quality of your content. And a one- or two-page teaser for your web log post doesn't tell a satisfying story to a reader, so Google will do its very best to not evidence these to users.

To be clear, this doesn't mean that yous tin can't link to more extended deep dives on your blog. Like ever, there's nuance, and acceptable ways of adding value in the moment while directing readers to your blog, YouTube channel or e-commerce storefront. Here'south how you tin can do it.

A recipe Spider web Story from Compression of Yum

Dos:

• A shopping inspiration list that highlights products and links out to places where y'all can buy them.

• A short version of a recipe with complete ingredients listed that leaves more detailed instructions behind a click. Information technology inspires readers to cook and come across the terminate product, plus permit them to dive deeper into the recipe if they prefer. But it is even so a story with a beginning and an end.

• A story that connects to an article about the same topic, but both convey the data with different angles. For instance, creating a story about the "making of" the recipe.

Don'ts:

• A three-page story that is a list of the "10 best sci-fi TV shows," but stops at #3 and forces the reader to click through to your web log for more.

• A one-page story that mentions a recipe in the headline, just is simply a bunch of photos that redirect to the website.

• A listing highlighting beautiful cities in Europe, merely just listing a city and a photo and pointing to the blog link for any actual information..

To readers of Google Find, Google Search and other places, Web Stories are a standalone form of engaging content, so please treat them as such. Afterward all, I'm pretty sure you'd exist as frustrated if you went to a magazine rack and discovered that it'southward but the covers and all pages are missing!

Showcase your Spider web Stories proudly on your website

When you lot focus on quality storytelling and give Web Stories that first-class treatment next to your blog posts and videos, don't be afraid to proudly showcase them on your website. Embedding Web Stories in a carousel or gallery on your site doesn't just refresh the look and feel of your site, it as well makes content much easier to eat to your most loyal readers, improves the organic ranking of your stories and diversifies your traffic sources.

Web Stories allow you to reach an entirely new audience on Discover and beyond, and opposite to their social story counterparts can take links, and then publishing the best stories volition build your make, help y'all acquire new loyal readers and engage readers organically.

Nosotros can't expect to run into what stories you'll tell.

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Source: https://blog.google/web-creators/web-stories-not-web-teasers/