Google's visual storytelling format appearing in search results and Discover, created as tap-through mobile experiences.
Web Stories are Google's immersive, visually-rich content format designed for mobile consumption, appearing as swipeable, tap-through experiences in search results, Google Discover, and YouTube Shorts. Built on AMP (Accelerated Mobile Pages) technology, Web Stories combine images, videos, animations, and text to create magazine-style narratives that load instantly and engage users through interactive elements.
Originally launched as AMP Stories in 2018, Web Stories represent Google's attempt to compete with social media story formats like Instagram Stories and Snapchat. They appear prominently in mobile search results within dedicated carousels and can surface in Google Discover feeds, making them a valuable content format for increasing visibility and engagement with mobile audiences.
Why It Matters for AI SEO
Web Stories create new opportunities for content discovery beyond traditional SERP rankings, particularly as Google's algorithms increasingly prioritize visual and interactive content formats. AI-powered content creation tools can help scale Web Story production by generating visual narratives, optimizing story flow, and identifying trending topics suitable for the format. The immersive nature of Web Stories aligns with Google's push toward more engaging search experiences, including features like AI Overviews and visual search capabilities. Content creators using AI tools to produce Web Stories can tap into Google Discover's recommendation algorithm, which uses machine learning to surface relevant stories to users based on their interests and behavior patterns.
How It Works
Web Stories are built using specific HTML markup with structured data requirements. Each story consists of multiple pages (slides) that users navigate through with taps or swipes. Stories must include specific metadata elements like publisher information, story title, and poster images that help Google understand and categorize the content. Tools like WordPress plugins, Canva, and dedicated Web Story creation platforms can streamline production. Stories need to follow Google's technical requirements: maximum 30 pages, minimum 1200x628 pixel dimensions, and adherence to Web Story guidelines. Publishers can track performance through Google Search Console's Web Stories report, which shows impressions, clicks, and discovery methods. For optimal distribution, Web Stories should focus on evergreen topics with strong visual elements, include captions for accessibility, and incorporate clear calls-to-action on final pages. Many creators use AI writing tools like Jasper or Copy.ai to generate story scripts, then combine them with AI-generated visuals from tools like Midjourney or DALL-E.
Common Mistakes
The biggest mistake is treating Web Stories like blog posts with images. Stories need visual-first narratives with minimal text per page—typically 40 words or fewer. Many creators also neglect the technical requirements, resulting in stories that don't appear in Google's dedicated carousels or fail to load properly on mobile devices. Another common error is creating stories without considering the user journey. Unlike articles, Web Stories should have clear narrative arcs with compelling hooks in the first few slides and satisfying conclusions. Failing to optimize for Google Discover's algorithm by ignoring trending topics or seasonal content opportunities also limits distribution potential.