Google posted a blog post with a guideline statement intended to discourage using the Web Stories format with the end goal of traffic obtaining.
The article note that there are growing number of articles suggesting the use of Web Stories as a mystery, an approach to urge visitors to navigate and visit the site.
The video notes:
“One set of advice that might seem pragmatic at first but will almost certainly backfire. By just building teaser web stories as a pure traffic acquisition channel.”
And the article states:
“…one particular thing we’ve seen folks try out is teaser content: Web Stories that are essentially advertisements for some other content…”
As per Google, this use of the Web Stories design presents a poor user experience. Google relates that they have gotten negative user feedback about Web Stories that are utilized as entryways to other content, similar to articles or videos.
The reason users don’t care for it is because it takes an extra click to see the content they hope to see.
It is proposed that the reason publishers use mystery content is to monetize their sites. Google answers that since Web Stories can be monetized there’s no compelling reason to fool a user into visiting a site to show them advertising.
The best approach to do it is with In Between Page Ads. An announcement in December 2020 shows that it is so natural to embed advertising into web stories.
Google declared that quality is a ranking sign for whether the web stories will show in Google Search or Discover. Likely, Google will try to not show inferior quality web stories teasers.
This is how it is explained:
“A critical ranking signal at Google is the quality of your content. And a one- or two-page teaser for your blog post doesn’t tell a satisfying story to a reader, so Google will do its very best to not show these to users.”
This means to try not to publish web stories that guarantee users a particular content, not conveying on the guarantee and driving users to click to the full website to finish their content venture.
Google uses the case of a top ten list that stops at number 3, showing photographs rather than a guaranteed recipe.
Google said it’s fine to connect to the primary website from a web story as long as the story conveys the content the user anticipates.
For instance, a web story that guarantees a recipe should convey all the ingredients and guidelines for that recipe plus a link to page with more content about the recipe is fine.
But Google also underscored that web stories should be considered independent content, not doorways to lure website users to the main website.
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