Google Discover is definitely on the minds of anyone in media right now. If you’re creating content or working in digital, you’ve probably heard it mentioned. For those who haven’t, it’s a personalised content feed that delivers articles, videos, and other content based on a user’s search history, interests, and engagement patterns. The best part? Your content can now find your audience without them even searching for it.
Google Discover is not just another newsfeed—it’s a major opportunity for content creators, marketers, and SEO specialists to tap into a new source of traffic. Here’s what you need to know to get Google Discover working in your favour and bring more traffic to your site.
1. What is Google Discover?
Google Discover, previously known as Google Feed, curates content from across the web and presents it in a highly personalised format directly to mobile users through the Google app or Chrome browser. Unlike traditional search engine results, users don’t need to type in a query—content is delivered to them based on their past behaviour, preferences, and engagement.
This means Google Discover offers passive visibility for content that resonates with a user’s interests, making it a prime opportunity for content creators to reach audiences without needing them to actively search.
2. How Google Discover works
Google Discover uses machine learning and AI to understand user preferences and habits, displaying content that aligns with their past interests. Key factors that influence Discover content include:
- User interests: What users have previously engaged with, including topics they have searched for or articles they’ve read.
- Location and device: Content may be tailored based on a user’s geographical location and the device they are using.
- Timeliness: Google Discover prefers content that is fresh and relevant to current trends.
- Visual appeal: Articles with engaging and high-quality images are more likely to appear in Google Discover.
By understanding these factors, you can tailor your content strategy to increase the chances of your content being featured
3. How to optimise for Google Discover
Create high-quality, engaging content
The most fundamental aspect of ranking in Google Discover is ensuring your content is useful, relevant, and engaging. Your articles, videos, or blog posts should provide value to the audience, offering solutions, insights, or unique perspectives on topics they care about.
- Tip: Create content around evergreen topics as well as trending subjects to cater to different user interests.
Use high-quality, eye-catching images
Google Discover heavily relies on visuals to grab users’ attention, so every article should be accompanied by a high-quality, captivating image. The image should be relevant to the content and sized properly (at least 1200 px wide), as Google recommends. Attractive thumbnails and engaging visuals significantly increase the chances of your content being surfaced.
- Pro tip: Google allows publishers to sign up for its AMP (Accelerated Mobile Pages) feature, which can increase the likelihood of content being featured.
Focus on E-A-T (Expertise, Authoritativeness, Trustworthiness)
Just like standard SEO best practices, Google Discover looks for content that exhibits E-A-T principles. Demonstrating authority in your niche, backing your claims with credible sources, and having a trustworthy domain will increase the chances of Google highlighting your content.
- Tip: Ensure your website has a clear author profile and links to trustworthy external sources. Keep the content updated and free of misleading information.
Write compelling headlines
Although Discover users don’t search for content, the headline is still one of the first things that attracts their attention. Use compelling and clear headlines that give users a reason to click while maintaining accuracy. Avoid clickbait titles—Google prioritises user satisfaction and won’t feature misleading content.
4. Measuring your performance on Google Discover
Google Search Console provides a Discover performance report where you can track how well your content is performing. The data includes metrics such as impressions, clicks, and CTR (click-through rate), so you can see which pieces of content are getting traction.
- Tip: Regularly analyse these metrics to adjust your content strategy. Focus on creating more of the types of content that resonate well with the Discover audience.
5. Common mistakes to avoid
Relying on news-only content
While trending topics and breaking news perform well on Discover, don’t limit yourself to news stories. Evergreen content that consistently adds value has a high chance of being picked up and generating long-term traffic.
Over-optimising with keywords
Google Discover doesn’t function exactly like regular SEO, so stuffing keywords or over-optimising for search engine queries won’t increase your chances of being featured. Focus on creating user-centric content rather than algorithmic optimisation.
Neglecting mobile-first design
Google Discover is primarily accessed on mobile devices, so ensuring your website is mobile-friendly is essential. Poor loading speeds or a non-responsive design can hinder your Discover potential.
Final thoughts
Google Discover is an underutilised but powerful tool for driving traffic to your website. By creating content that aligns with user interests, ensuring it is visually appealing, and focusing on authority and trustworthiness, you can increase your chances of being featured.
Unlike traditional SEO, Discover offers a way to capture passive traffic from users who aren’t actively searching, opening up a valuable avenue for growing your audience.
By optimising your content for Google Discover, you can enhance your online visibility and reach a wider audience, without relying solely on search queries. Keep an eye on trends, create engaging content, and you’ll be well-positioned to make the most of this platform.
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