There is something inherently engaging about stories. Users find themselves drawn to these short bites of content and watching how they unfold. That’s why stories have risen to such popularity! Be it Snapchat, Meta or Tik Tok, these platforms have thrived on story-based content and now Google has their own version with Google Web Stories. 

So, what exactly are Google Web Stories? 

Web Stories are a web-based version of the favoured story format, allowing creators to host and own their content. Google Web Stories are powered by Accelerated Mobile Page technology, also owned by Google. They are immersive, full-screen experiences that you simply host on your own website. 

In a nutshell, these stories are a collection of mini-AMP pages that appear as visual slideshows of images and videos that users can click through. The format is dynamic and engaging and can be enhanced with links, calls to action, and Google AdWords.  

They are discoverable in Google search, Google images, or through the Google Discover app, which is available for Apple and Android devices providing a variety of consumer touchpoints for Google Web Story content.  

But it is the ability to post directly to your business or organisation’s site that makes Google Web Stories unique.  

And the world is taking note, with publishers and creators of all sizes increasingly adopting Google Web Stories to make compelling narrative experiences for users.  

More than content, you can also increase your revenue from Google Web Story ads, with Google providing easy and effective monetisation for the growing content format. Until now, the primary way publishers have monetised their web stories was by directly selling ads and affiliate links. 

Google’s programmatic ads solution for Google Web Stories is available to all or any publishers using Ad Manager and AdSense around the world. This new feature makes it easy for publishers to start earning more from Google Web Stories through immersive content designed to optimise the user experience and monetisation potential.  

Why Use Google Web Stories?  

  1. Increase Traffic – Despite being still relatively new to the party, users across the web have seen a tremendous spike in traffic through Google Web Stories.  
  1. Improve SEO – Because of Google’s powerful search engine capability, the opportunity for Google Web Stories to rank in Google search pages or in Google images is a compelling reason alone to consider creating web stories. It is another angle to up your SEO game, and with such customisable features, you can include direct links or CTAs to drive traffic to your site. 
  1. Content Longevity – Google Web Stories do not expire like stories on other social platforms. Stories that disappear after 24hrs give only a limited window to attract and drive traffic, meaning they need to be repeated to build lasting engagement. Google Web Stories have their own unique URL meaning they live forever and can be indexed by Google just like a regular article or webpage.  

What do you think of Google Web Stories? We like where Google is heading, but remember, content is always king! To rank highly for Google Web Stories, they must be engaging, look professional and answer the questions users are seeking from your business.  

Looking to optimise your SEO or paid media strategy? Why not book a 20-minute brainstorm slot with Ardent’s strategy team and walk away with a solid marketing plan and innovative ideas? Contact us today to secure your spot!