What is Google Discover?

Google Discover is a feature within the Google app that presents a personalized stream of content to users. Unlike traditional Google Search results, where users actively enter a query, Google Discover serves content based on a user’s activity, interests, and search history. Discover content can include articles, blog posts, videos, and even recipes that align with the user’s browsing habits and interests.

This feed is shown on mobile devices and can be accessed through the Google app, as well as on the home page of Google’s mobile search. Unlike Search, which delivers results based on a specific query, Discover uses algorithms to suggest content that users might find interesting, regardless of whether they actively searched for it.

The Importance of Google Discover Rankings

With an ever-growing mobile-first approach and an increasing demand for personalized content, Google Discover has emerged as a valuable traffic-driving tool. Content that ranks well in Google Discover reaches users without any explicit search intent, which can lead to higher user engagement and an influx of organic traffic. Furthermore, Google Discover is especially impactful for those targeting news, lifestyle, entertainment, and niche audiences.

How Does Google Discover Work?

Google Discover uses a combination of machine learning, user behavior data, and artificial intelligence to curate content. It takes into account the following:

1. Search History and Behavior: The content shown to users is influenced by their previous search queries, as well as their interests, location, and device preferences.
2. Personalized Content: Google strives to provide content tailored to the specific needs and preferences of the individual. This is why you may see a variety of articles, news, and media in your Discover feed.
3. Engagement and Popularity: Content that generates high engagement (such as shares, likes, and comments) can improve its chances of appearing in Discover feeds.
4. Recency and Relevance: The freshness of content plays a significant role in whether it will appear on a user’s feed. Google gives preference to content that is timely and relevant to the user.

Factors That Influence Google Discover Rankings

1. Content Quality

   • Engaging, Original, and Valuable Content: Google prioritizes high-quality, well-written, and relevant content. Content that answers questions, provides useful information, or entertains readers has a better chance of being recommended in Discover.
   • Expertise and Authority: Content created by recognized experts or authoritative sources in their fields is favored. For instance, articles from well-known publications or experts in certain industries are more likely to appear in Discover feeds.

2. Freshness of Content

   • Google Discover tends to favor new and timely content, particularly when there is an event, trending topic, or emerging interest in a specific subject. If your content is up-to-date and aligned with what people are actively consuming, it increases your chances of ranking higher.

3. Engagement Signals

   • While Google Discover does not use traditional search ranking signals (like backlinks), it does consider engagement metrics. If users are sharing, commenting on, or spending time on your content, this is seen as a sign of quality and relevance.
   • Including compelling visuals, a clear structure, and a conversational tone can increase engagement.

4. Optimized Content for Mobile Devices

   • Given that Google Discover is primarily a mobile app, optimizing your content for mobile devices is crucial. Google pays attention to how your content is displayed on mobile, including page load times, mobile-friendly layouts, and the presence of readable text.
   • Use responsive design for your website and test how it performs across various mobile devices.

5. High-Quality Visual Content

   • Google Discover is heavily visual. Articles with high-quality, relevant images, and videos are more likely to be displayed in Discover feeds. Ensure that your content contains high-resolution images that align with your text.
   • Use structured data like image alt text and schema markup to make it easier for Google to understand the content of your media.

6. User Intent and Content Relevance

   • Since Google Discover is designed to surface content based on user interest, ensuring that your content aligns with user intent is key. The more accurately you can predict and satisfy user interests, the higher your chances of appearing in Discover feeds.

7. SEO Practices

   • While Google Discover is not directly tied to traditional search engine optimization (SEO), many of the principles are still relevant. Using relevant keywords in titles, meta descriptions, and headers can help Google understand the focus of your content.
   • You should also avoid keyword stuffing and focus on creating content that provides genuine value to your audience.

Steps to Improve Google Discover Rankings

1. Create High-Quality, Engaging Content

The cornerstone of ranking in Google Discover is high-quality, engaging content. Here’s how to ensure your content is optimized for discoverability:

• Know Your Audience: Conduct research to understand what topics are of interest to your audience. You can do this by analyzing your website analytics, social media interactions, and browsing trends.
• Craft Compelling Headlines: Headlines are critical for getting attention. Create headlines that are compelling and give users a clear idea of the value they will receive by clicking on the article.
• Visual Appeal: Include images and videos that complement the text. Using high-quality visuals increases the chances of your content being featured.
• User-Friendly Format: Break content into digestible sections with short paragraphs, bullet points, and clear subheadings. This improves readability, making it more likely that users will engage with your content.

2. Maintain Freshness and Relevance

Google Discover tends to favor new and up-to-date content, especially when there’s an ongoing trend or significant event. Here’s how to keep your content fresh:

• Update Old Posts: Periodically revisit older content to ensure it is still relevant. Update statistics, links, and any outdated information.
• Publish Regularly: Maintain a consistent publishing schedule. Frequent content updates signal to Google that your site is active and authoritative.
• Tap into Trending Topics: Identify emerging trends or seasonal topics that can generate interest. Utilize Google Trends or social media platforms to discover hot topics in real-time.

3. Improve Mobile Optimization

Since Google Discover is primarily a mobile feature, optimizing your website for mobile devices is essential. Here’s what you can do:

• Responsive Design: Ensure your website uses a responsive design that adapts to different screen sizes.
• Improve Load Time: Optimize images and scripts to reduce page load time. Google emphasizes the user experience, and slow-loading pages can lead to a lower ranking in Discover.
• Use AMP (Accelerated Mobile Pages): Google gives preference to AMP content, which loads faster on mobile devices. Implement AMP to improve load times and the mobile user experience.

4. Focus on Visuals and Multimedia

Visual content plays a crucial role in Google Discover. To maximize visibility:

• Optimize Images: Use high-quality images that are relevant to the content. Avoid generic stock images and aim for unique, attention-grabbing visuals.
• Add Video Content: Google Discover often prioritizes video content. Include multimedia elements like videos, GIFs, or infographics to improve engagement.

5. Engage with Your Audience

Google values user engagement, so creating content that encourages interaction is key:

• Encourage Social Sharing: Make it easy for users to share your content on social media. Add sharing buttons and use compelling CTAs.
• Build a Community: Engage with your audience through comments, social media, and email newsletters. Responding to comments and fostering a sense of community can increase interaction and engagement.

6. Leverage Structured Data and Schema Markup

Use schema markup to enhance the visibility of your content. Structured data provides Google with additional context about your content and helps it appear more prominently in Discover feeds.

• Implement Article Schema: Use the appropriate schema to mark up articles, blog posts, and news content.
• Use Video Schema: If you’re publishing videos, ensure they are marked up with the correct schema to improve discoverability.

7. Build Authority and Trustworthiness

Google Discover tends to favor content from authoritative and trusted sources. To improve your chances of ranking:

• Publish Authoritative Content: Make sure your content is accurate, well-researched, and backed by credible sources.
• Get Backlinks: While Google Discover does not directly rely on backlinks, earning high-quality backlinks can improve your website’s authority and overall performance in search and Discover.

Conclusion

Ranking well in Google Discover requires an understanding of how the platform works, a focus on user engagement, and the creation of high-quality, relevant content. By implementing the strategies outlined above, you can increase your chances of appearing in Google Discover feeds and drive more organic traffic to your website. Remember, the key is to create value for your audience, stay updated with trends, and ensure that your content is mobile-friendly and visually appealing. By following best practices and consistently producing excellent content, you can successfully improve your rankings and maximize the benefits of Google Discover.