Google cannot display web stories that are teasers

By | August 4, 2022

Google has stated that its users want to see the entire story, not click to see more.

Google announced that it will try not to display web stories based on “teasers” in Google Search and Google Discover. The company said the publishing ecosystem is experimenting with new ways to create rich web stories, but based on what they’ve seen, users don’t want to be asked to click on teasers. Get the complete story.

What are web stories? Web Stories first saw the light of day as AMP Stories in 2018. They are essentially the same as Instagram, Facebook Stories, and Twitter, but appear in the Google Discover tab of the Google mobile app:

Google defines web stories as a way to “immerse your readers in fast loading full-screen mode.” One of the benefits of web stories is that “they can be shared and integrated on the Internet without being limited to a closed ecosystem or platform,” added Google.

Many bloggers, news media, and publishers use Web Stories to drive Discover traffic to their sites.

What’s changing?

Google’s Paul Bacaus said, “A one-page teaser for your blog post won’t tell the reader a satisfying story, so Google will do its best not to show it to users.” This means that Google will soon stop showing web stories based on “teasers” in Google Search and Google Discover.

Google’s ad offers examples of do’s and don’ts:


  • A shopping-inspired list with products and links to where to buy them.
  • A short version of the recipe with a complete list of ingredients, leaving more detailed instructions in one click.


  • A one-page story that mentions a recipe in the title but is just a collection of photos that are redirected to a website.
  • A list highlighting the beautiful cities of Europe, but with a city and photo and a blog link for real information.

Interestingly, Google’s example of a web story recipe in the GIF above is technical “no” according to the release. This raises the question of who can set the threshold for a teaser and how publishers manage to give away free web story content by encouraging participation in their resources.

Why change.

Paul added: “Unfortunately, from what users tell us, this is not what they want. Instead, web stories are better when they tell the full story and are not used to tease other content. ”

“Readers don’t like being forced to click a registered blog post to finish reading,” he added.

In short, Google does not want you to create a web story to use its ranking in Google or Discover searches, but to send that user to your own website when the user wanted to see content in web stories. format.

About monetization.

The elephant in the room announcement means that many publishers are using Web Story teasers to drive traffic to their own assets for monetization. The publication calls on publishers to “think about who views [web stories] and how Google presents them.”

The ad then reminds readers that Google is offering web story ads on the Google Display Network: “You can directly monetize web stories with inter-page ads.”

Paul acknowledged that this may not work as well as when you monetize your own site, but there is progress in this area. He said, “A well-optimized blog post can still make you more money today, but ad networks are working to develop and expand their web story integration, so you should see CPM and fill rates improve over time.”

Interestingly, Google cites users switching to teasers for web stories, promoting their own ad products as a solution. Do Web Story users prefer advertising to organic content on the platform?

Publishers are already suffering under the evolving search and social media ecosystem, and smaller bloggers and publications are likely better able to monetize on-site than through Web Story ads.

Why do we care?

Many publishers have experimented with web stories and have seen a lot of positive user reviews and clicks. Keep in mind that if you create a “teaser” or short web stories that encourage people to click on your site to read the entire story, Google may soon not be showing your web stories on Google Search and Google Discover.

It’s also worth noting that their alternative to web story teasers is to buy ads between pages to offset the removal of teaser content from their search and discovery lists. Many publishers may have to re-adjust their strategies to accommodate this change or find alternatives to the way they create web stories.

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