How to Optimize Content for Google Discover
Google Discover went largely unnoticed when it was first launched in 2018. It was essentially an updated version of the app's Home page, that allowed users to see algorithm-generated content based on their previous search history.
It wasn’t exactly a groundbreaking development.
But a lot has changed since 2018. Google redesigned the Discover feed, transforming it into a robust and powerful part of the platform’s overall experience— which caught the attention of SEO experts.
Suddenly, Google Discover wasn’t just an extraneous add-on. It was an opportunity to drive traffic outside the mega-arena of traditional search results, where competition had reached an all-time high.
Fast forward to today and SEO pros are fully tapped into the power of Google Discover optimization. Industry heavyweights like Moz, SEMRush, and Search Engine Journal have all promoted it as an essential SEO tactic.
But what about you, the hard-working business owner?
It’s one thing to implement SEO tactics as an expert in the field— it’s an entirely different story to do so as a busy entrepreneur with limited search engine marketing knowledge. How do you know where to start?
Here’s everything you need to know:
What is Google Discover?
Google Discover is a feature in the Google mobile app that showcases curated content based on interests. It achieves this by analyzing user data like app activity and web search history to determine the types of content each person is most likely to read.
Google Search VS Google Discover: What’s the Difference?
On the surface, Google Discover sounds very similar to Google Search, but there are a few key differences.
Here’s how to distinguish between the two:
1. PERSONALIZATION
Google Discover tailors content based on users' surfing habits, interests, and preferences, whereas Google Search shows results based on specific queries. This personalized approach is at the core of what makes the Discover feed so unique.
2. CONTENT PRESENTATION
Google Discover presents content in a visually rich, swipeable card-like format, while Google Search primarily displays text-based search results.
3. PASSIVE VS ACTIVE ENGAGEMENT
Users engage with Google Discover passively as content is recommended to them, whereas Google Search requires users to actively perform a search query before any information is presented.
Does Google Discover Drive Traffic?
Yes! Many major online publications have shared the success of their Google Discover optimization strategies. Conde Nast, the parent company of Vogue, for example, shared that 20% of their Google-based traffic comes from the Discover feed.
Additionally, Google Discover has been shown to have a 3X higher click-through rate than traditional search results.
But it’s important to have realistic expectations when trying to show up in Google Discover feeds. There’s a range of different factors that impact performance and results will vary depending on the tactics used.
How to Optimize Content for Google Discover
You’re now aware of the potential Google Discover provides for your business, and you’re ready to use it to strengthen your online presence. But what’s the first step?
It all starts with learning how to write content for Google Discover. The more you tailor and optimize your content for this specific feature, the more likely it is to perform well.
Here are the best practices I recommend following:
1. USE HIGH-QUALITY, CAPTIVATING IMAGES
The images you include in your web stories serve as a first impression. You want to include clear and captivating photos to ensure your content gets noticed. Aim for a resolution of at least 1200 pixels wide and an aspect ratio between 1.91:1 and 4:5 for best results.
2. ALIGN CONTENT WITH TRENDING TOPICS
Remember, the purpose of Google Discover is to deliver relevant content to app users. When there’s a buzz around a particular topic they’ve already shown interest in, Google wants to be the first to tell them about it.
You can take advantage of this by monitoring news sites and creating content that provides a fresh perspective on the hottest topics.
3. MAINTAIN NEUTRAL SENTIMENT
Tone is a critical part of learning how to optimize content for Google Discover. If your article has a negative overall sentiment, Google will flag it and rank it lower, preventing it from performing well— and that’s the last thing you want after spending hours producing it!
Try to avoid using words with a negative connotation in your copy. For example: Instead of saying “difficult”, say “challenging yet rewarding”.
Also, approach your content with a balanced and unbiased perspective, and present facts rather than opinions.
It’s common to use emotion-based buzzwords and loaded language in other forms of copywriting to illicit a response from readers, but it’s best to avoid these tactics when optimizing for Google Discover. Clickbait titles, speculation, and controversial statements should all be avoided.
4. KEEP YOUR COPY CONCISE
The Discover feed is only available on Google’s mobile app, so always keep that top of mind when creating your content.
Mobile screens are smaller and therefore long blocks of text can feel especially overwhelming in this format. Plus, mobile users are typically on the move, so it's crucial to deliver information quickly and concisely.
My advice on optimizing content for mobile? Use short paragraphs, bullet points, and subheadings to break up text and make your copy super digestible.
5. PRIORITIZE SOURCE REPUTATION
When you come across an article or blog post on a well-known and respected website, you're more likely to trust the information presented, right? Well, the same goes for Google! It prioritizes content from reputable sources in its search results.
You can strengthen your source reputation with your target audience by adding reputable backlinks to your content, including your author bio at the top of the page, and sharing valuable insights or case studies regularly.
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