Google’s platforms, including Google Search, Google Discover, and Google News, offer publishers significant opportunities to expand their reach. These platforms are essential for driving traffic, particularly through features designed for news content.
However, this reliance on Google also presents challenges due to its dominance as a traffic source. This series aims to guide publishers in understanding these platforms, navigating the complexities of their dependence on Google, and maximizing the opportunities to increase visibility and reach.
The Power of Google’s Ecosystem
Google’s suite of platforms offers publishers unique opportunities, the core platforms are:
- Google Search: The most recognisable and widely used tool, driven by user queries (How Search Works).
- Google News: A specialised vertical for curated news content (Google News Publisher Center).
- Google Discover: A personalised content feed driven by user interests rather than active searches (Discover Performance Report).
Google is undeniably the primary source of traffic for publishers. Within Google’s ecosystem, Discover reigns supreme, typically generating more than 50% of all Google-referred traffic. However, inclusion in News unlocks additional exposure through crucial features like Top Stories, which can also significantly boost traffic.
Consequently, Google’s platform presents both a substantial opportunity and a considerable risk for those who take it for granted.
The Power of Google’s Ecosystem
Google’s various platforms for publishers, while each having its own unique name and purpose, all work together under a shared set of optimization principles.
These principles are built on Google’s Webmaster Guidelines, which are the basic requirements for all publishers. Following these guidelines is crucial, and publishers must follow the specific guidelines for each platform they use.
The good news is that optimiszation efforts on one platform often benefit the others, creating a positive ripple effect that can significantly increase content visibility.
To succeed on Google’s platforms, publishers must adhere to overarching and platform-specific guidelines. These include:
- Content Quality: High-quality, original content is non-negotiable. Google’s algorithms prioritise material that is authoritative, relevant, and engaging.
- Technical Compliance: Technical excellence is crucial from page security (HTTPS) to load speed and mobile responsiveness.
- Relevance and E-E-A-T: (Experience, Expertise, Authoritativeness, and Trustworthiness), a framework that Google’s human reviewers use to assess content quality, are key factors influencing visibility across platforms.
What’s Next?
This series offers a clear breakdown of Google’s platforms, empowering publishers to fully grasp and leverage this opportunity. We believe that understanding is key to unlocking meaningful change. Here’s a sneak peek at what’s coming:
Google Search & Google News on Search
Explore the mechanics of Google’s core Search platform and its news-centric features
Google News
A detailed guide to Google News, what it is and how it impacts your traffic
Read More
Google Discover
Understand this personalized feed and how it can become a dominant traffic source for your content.
By the end of this series, you’ll have a comprehensive understanding of Google’s platforms and gain insight into leveraging their potential for you!
