Google Discover has become an increasingly important source of traffic for websites across the UK.
This personalised content feed, which appears on the Google app and mobile homepage, offers users a curated selection of articles, videos, and other content based on their interests and search history. For businesses and content creators, optimising for Google Discover presents a unique opportunity to reach new audiences and drive significant traffic to their websites.
Today, we’ll explore the ins and outs of Google Discover optimisation, providing you with actionable strategies to increase your content’s visibility and engagement within this powerful platform.
What is Google Discover and Why Does it Matter?
Google Discover is a content recommendation engine that proactively serves users relevant articles, videos, and other content without the need for a specific search query.
It uses machine learning algorithms to understand user preferences and behaviour, delivering a personalised feed of content that aligns with their interests.
For website owners and content creators, Google Discover offers a valuable opportunity to reach new audiences and drive organic traffic.
Unlike traditional search engine optimisation, which relies on users actively searching for specific keywords, Discover can put your content in front of interested users before they even know they want it.
How Does Google Discover Work?
Google Discover uses a complex set of algorithms to determine which content to show to each user. These algorithms take into account various factors, including:
1. User interests and preferences
2. Search history
3. Location data
4. Device information
5. Content engagement metrics
By analysing these factors, Google Discover aims to provide users with a highly personalised content experience that keeps them engaged and coming back for more.
What Types of Content Perform Well on Google Discover?
While Google Discover can surface a wide range of content types, certain formats tend to perform particularly well:
1. Timely and trending content
2. Evergreen articles with lasting relevance
3. High-quality images and videos
4. Local news and events
5. Sports updates and scores
6. Recipe and cooking content
7. Travel-related articles and guides
To maximise your chances of success on Google Discover, focus on creating content that falls into one or more of these categories while maintaining a high standard of quality and relevance.
How Can You Optimise Your Content for Google Discover?
Now that we understand the basics of Google Discover, let’s dive into specific strategies for optimising your content to increase its visibility and engagement within the platform.
Create High-Quality, Engaging Content
The foundation of any successful Google Discover strategy is creating high-quality, engaging content that resonates with your target audience.
Google’s algorithms are designed to surface content that users find valuable and interesting, so focus on producing articles, videos, and other media that provide genuine value to your readers.
Some tips for creating Discover-friendly content include:
1. Write compelling headlines that accurately reflect the content of your article
2. Use high-quality, visually appealing images to accompany your content
3. Provide in-depth, well-researched information on your chosen topics
4. Incorporate multimedia elements such as videos, infographics, and interactive features
5. Ensure your content is easy to read and navigate on mobile devices
By consistently producing high-quality content, you’ll increase your chances of being featured in Google Discover and build a loyal audience over time.
Optimise Your Website for Mobile
Given that Google Discover is primarily accessed on mobile devices, it’s crucial to ensure your website is fully optimised for mobile users. This includes:
1. Implementing a responsive design that adapts to different screen sizes
2. Optimising page load speeds for mobile networks
3. Using legible fonts and appropriate text sizes for mobile reading
4. Ensuring easy navigation and touch-friendly interface elements
5. Minimising intrusive pop-ups and interstitials that can disrupt the mobile experience
By providing a seamless mobile experience, you’ll not only improve your chances of appearing in Google Discover but also increase engagement and time spent on your site.
Leverage Schema Markup
While schema markup doesn’t directly impact Google Discover rankings, it can help Google better understand your content and potentially increase its visibility in the feed. Some relevant schema types to consider include:
1. Article schema for news and blog content
2. VideoObject schema for video content
3. Recipe schema for cooking and food-related content
4. Event schema for local events and happenings
5. Product schema for e-commerce listings
Implementing appropriate schema markup can help Google more accurately categorise and surface your content to relevant users in Discover.
Optimise Your Images
Visual content plays a crucial role in Google Discover, with eye-catching images often serving as the primary driver of clicks and engagement. To optimise your images for Discover:
1. Use high-quality, original images that are relevant to your content
2. Implement proper image compression to ensure fast loading times
3. Use descriptive file names and alt text for your images
4. Consider using larger, more prominent images in your content
5. Avoid using stock photos or generic imagery whenever possible
By focusing on visual optimisation, you can increase the likelihood of your content standing out in users’ Discover feeds and attracting more clicks.
Build Topical Authority
Google Discover tends to favour content from websites that have established authority in specific topics or niches. To build topical authority:
1. Focus on creating in-depth, comprehensive content around your core topics
2. Develop a consistent publishing schedule to demonstrate ongoing expertise
3. Interlink related content to create a robust internal linking structure
4. Seek out opportunities for guest posting and collaborations within your niche
5. Engage with your audience through comments, social media, and other channels
By positioning yourself as an authoritative source in your chosen field, you’ll increase your chances of being featured in Google Discover for relevant topics.
Leverage Social Media and External Signals
While Google has stated that social signals don’t directly impact Discover rankings, a strong social media presence can indirectly boost your content’s visibility and engagement. Consider:
1. Sharing your content across relevant social media platforms
2. Encouraging social sharing and engagement from your audience
3. Participating in industry discussions and conversations on social media
4. Building relationships with influencers and thought leaders in your niche
5. Monitoring social trends to inform your content strategy
By fostering a strong social media presence, you can increase the overall visibility and reach of your content, potentially leading to more exposure in Google Discover.
Monitor and Analyse Your Performance
To continually improve your Google Discover performance, it’s essential to monitor and analyse your results over time. Use Google Search Console’s Discover report to track:
1. The number of impressions your content receives in Discover
2. Click-through rates for your Discover appearances
3. Which types of content perform best in Discover
4. How your Discover traffic compares to other traffic sources
By regularly reviewing these metrics, you can refine your content strategy and optimise your approach to Google Discover over time.
Harness the Power of Google Discover with Mega SEO
Optimising for Google Discover presents a unique opportunity to reach new audiences and drive significant traffic to your website. By focusing on creating high-quality, engaging content, optimising for mobile, and leveraging visual elements, you can increase your chances of success within this powerful platform.
At Mega SEO, we specialise in helping businesses across the UK maximise their visibility and performance across all aspects of search, including Google Discover.
Our team of experienced SEO managers based in Wigan can help you develop a comprehensive strategy to optimise your content for Discover and other key traffic sources.
