Google Discover, a type of traffic source which can send you traffic without having to optimize your site for it or even without having to rank for any term or keyword.

So, what exactly is Google discover?

Google Discover is a feed arranged by Google on the android and IOS devices (mobile/tabs) to present articles and videos for a specific sector of interest of the reader. Thus, Google customizes content and related stories to suit the reader’s interest.  The reader can also choose whether or not to follow or disregard the content presented by Google.

Google discovers is a feed that displays articles and videos automatically on Google Mobile App and a few android launchers without the user having to enter a search term or any query or keyword. These articles and videos are presented in the feed are based on user’s interests. As Google is aware of the type of content that interests the user, based on his surfing history and app usage Google determines the type of articles to be presented to the user.

From a webmaster/small business owner’s perspective, Google Discover can be a bonus source of traffic that doesn’t require any focused optimization or to rank for any keyword.

Today’s we’ll learn from the Webmaster’s/Business Owner’s perspective on how to qualify your content to display on Google Discover.

Insights on Google Discover

Based on the above-mentioned things, we can draw following insights about Google Discover

  • The feeds are highly personalized based on the user’s interest.
  • Google discover isn’t based on any ranking or its factor
  • It is independent of the keywords or searches terms
  • Feeds are automatically generated and presented by Google to its users

How can you optimize your content to qualify for Google Discover?

As mentioned previously, there is no specific way of qualifying your content for Google Discover. However, to qualify your content for the Google Discover feed, you need to make sure to keep that in check.

1. The website should establish E-A-T(Expertise, Authoritativeness and Trustworthiness)

Google in its guidelines to qualify your content for Discover, clearly states that they consider surfacing the content on Google Discover feeds, of the website, with the maximum number of pages establishing E-A-T.

2. Use page title capturing the essence of the content, but in a non-clickbait fashion

The biggest difference between a title expressing the essence versus the title being clickbait is the confidence it gives to its user. Use the type of title which gives the user the confidence to click and not the curiosity to click and find out what’s hidden inside(that would be the clickbait one).

Few examples of such Titles are as follows

  • 5 Online Data Science courses you can finish in one day
  • Here is why you should not buy these Apple products right now
  • 3 Ways to Drive more organic search traffic without spending a fortune

3. Type of Image to qualify for Google Discover

Google-discover-feed-example-title-image-suggestion

As you must have observed, the image plays a much bigger part in the Google Discover feed compared to Google search results. Thus, a compelling, high-quality image of 1200px and above is desired. This is alongside the image being enabled by the max-image-preview: large setting or by using AMP.

Google has instructed not to use the company logo or a low-quality image if you want to stand a chance to qualify for Google Discover feed.

4. Avoid artificially inflate engagement

As the title and images are the first things displayed in the Google Display feed, people go There is a fine line between impressing someone by displaying the true quality and impressing someone by exaggerating details unnecessary to create inflated appeal. The later practices should be completely prohibited as it is untrue or just not completely true. Similarly, Google doesn’t like the unnecessary suspense created by withholding crucial information in the title. Example: Secret Revealed: The biggest reason why people fail to see the opportunity, fail. In this example, the drawback of the people (their unawareness) has been exaggerated to link to their failure.

Avoid manipulating tactics that appeal by catering to morbid curiosity

This trait is not a good practice in any form of SEO, let alone the Google Discover feed. The best example of this is the following headline (this should not be limited to just the headlines)

Title Example: Elon Musk shares these 5 simple secrets to riches, secret No 4 will blow your mind.

As it is evident that the above sentence is creating manipulative appeal by giving rise to morbid curiosity.

Provide content that tells a story well, or provides unique insights.

One unique characteristic of the articles and videos being displayed on the Google Discover tab is that they all or most have a good narration, flow of the data and provides terrific insights out of the data (in the form of a table or chart on the page). It is not exactly but kind of like the native ads on Google mobile apps.

Google has also clearly stated that qualifying your content for Google Discover doesn’t assure the place in the Google Discover feed.

 

References

Google Discover Definition: https://www.collaborada.com/blog/google-discover

Google Discover: https://developers.google.com/search/docs/advanced/mobile/google-discover

Google Discover’s content policy: https://support.google.com/websearch/answer/9982767