Google Discover is a personalized content feed that recommends articles, videos, and media based on user interests, search history, and behavior across Google platforms. Unlike Google News, which focuses on timely updates, Discover delivers an interest-driven experience, often highlighting evergreen content like guides and how-tos.
For publishers, Google Discover offers a distinct way to reach audiences, but unlike Google Search and News, it requires a unique optimization strategy to maximize visibility and engagement.
Available in the Google app, Search, and Android home screens, it curates content dynamically without requiring search queries.
This article explores Google Discover’s workings, its advantages, and the best strategies to get your content in front of the right audience.
How Does Google Discover Work?
Unlike Google News, which is heavily focused on timeliness and breaking news, Google Discover emphasises content discovery based on personal interest and behavioural patterns.
It leverages Google’s machine learning algorithms to analyse various signals and present content that is most likely to resonate with users, including:
- Search history: Previous searches on Google influence content recommendations.
- User activity: The content users engage with, like or share, both within Google’s ecosystem and beyond, helps shape the feed.
- Location: Geographical context can also affect the types of stories and recommendations shown.
- Device: Google Discover adapts to how users interact with their devices, tailoring the feed based on whether they’re using a smartphone or tablet.
For publishers, the key takeaway is that Google Discover works to present content based on users’ interests rather than their immediate search queries. This means that high-quality, engaging, and shareable content has a better chance of appearing in users’ feeds.
How to Get Into Google Discover
For publishers, Google Discover has become the single most important Google platform, now responsible for over 50% of traffic from any of Google’s platforms to publishers. However, while content that meets Google’s Content Policies and Technical Requirements is automatically eligible to appear in Discover, there’s no guarantee it will be featured.
It’s important to note that Google Discover is also one of the hardest platforms to optimise for, making it essential for publishers to understand its unique dynamics to maximise visibility.
To increase your chances of appearing in Discover, keep these points in mind:
High-Quality Content: Ensure that your content meets Google’s Content Policies, which focus on creating accurate, well-researched, and reliable content.
Technical Compliance: Your site must meet Google’s technical requirements, which includes having a mobile-friendly, secure site that loads quickly.
Editorial Practices: Following best editorial practices and focusing on creating engaging, shareable, and relevant content will improve your chances of appearing in Discover.
Appearing in Google Discover
Google Discover uses ranking factors similar to Google Search and Google News but with distinct differences. Here are the key ranking factors:
- User Engagement: Content that drives user interaction, such as clicks and shares, has a higher chance of being recommended to other users.
- Content Freshness and Relevance: Google Discover values evergreen content—articles that remain relevant over time—along with timely content that aligns with user interests.
- Visual Appeal: High-quality images, videos, and thumbnails are important, as Google Discover is a visually-rich platform.
- E-A-T (Expertise, Authoritativeness, and Trustworthiness): Well-researched and authoritative content is more likely to perform well.
- Technical Quality: Sites must be mobile-friendly, load quickly, and secure with HTTPS.
How to Track Google Discover Traffic in Google Search Console
In April 2019, Google launched Google Discover performance reporting on the Google Search Console platform. This tool allows publishers to track traffic from Google Discover, including data on impressions, clicks, and average CTR.
You can access this report under the Discover section of Google Search Console.
The Discover performance report shows data originating from:
- The Google App
- The Google.com mobile homepage
- Swiping on the home screen on Pixel and several Android phones
For detailed instructions on how to read and use this report, refer to Google’s guide on the Google Discover Performance Report.
Strategies to Optimise Content for Google Discover
To succeed on Google Discover, publishers should adopt strategies prioritising technical and editorial excellence.
Here are key strategies for optimising content:
- Create Engaging, Evergreen Content: Focus on producing high-quality, timeless content that resonates with user interests.
- Optimise for Mobile: Ensure your website is mobile-optimised with responsive design, fast loading speeds, and easy navigation.
- Leverage Visuals: Use compelling, high-quality images, videos, and infographics to attract user attention and engagement.
- Improve Click-Through Rates (CTR): Craft compelling headlines, introductions, and thumbnails that drive user interaction without resorting to clickbait.
- Focus on User Intent: Publish content that addresses user needs, answers common questions, or provides solutions to problems.
- Stay Consistent: Regularly update your site with fresh content to stay relevant and improve your chances of appearing in Discover.
Challenges and Considerations
While Google Discover provides great opportunities, there are challenges that publishers should consider:
- Algorithm Control: Google Discover is algorithm-driven, so publishers have limited control over when or if their content appears.
- Competition: With millions of content pieces recommended daily, competition for visibility in Discover can be fierce.
- Unpredictable Traffic: Unlike Google Search, Discover’s traffic can be volatile due to its personalized and dynamic nature.
A Balanced Approach
To thrive on Google Discover, publishers must focus on creating content that appeals to user interests while ensuring a seamless user experience.
By balancing quality content with technical optimisation, publishers can increase their chances of appearing in the Discover feed and drive sustained traffic to their sites.
In the next article, we’ll dive deeper into strategies for improving CTR and optimising your content for Google’s search algorithms.
Stay tuned!
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