In the ever-evolving world of digital marketing, traditional SEO often focuses on matching user search queries with relevant keywords. However, Google Discover works in a different way. It delivers content to users even before they express a search intent.
This personalized newsfeed, which is available on Google apps, notably the Chrome browser, utilizes user behaviour, interests, and the data of the device to proactively showcase articles, videos, and other types of content they will find engaging for you.
For content creators and publishers, ranking in Google Discover isn’t just about traditional keyword optimization alone; It is about understanding and serving content as per Google’s predictive algorithms.
Although there is no such button called “submit to discover,” a strategic approach can help you increase your chances of appearing in this coveted feed and attracting a wide array of highly-engaged traffic.
In this article, you will explore various ways through which you will be able to get discovered in Google Discover. Before that, you will also understand how the Google Discover algorithm works.
Google Discover Algorithm: How Does it Function?
Deep inside, Google Discover aims to offer a highly personalized and engaging user experience. According to experts specializing in SEO in Prince George's, it is less about answering a specific question and more about anticipating interests and delivering content that is relevant and high in quality.
The algorithm considers various signals such as:
● User Interaction Data:
This is the most important aspect. Google analyzes your previous search history, app usage, location data, website visits, and even topics you have liked or disliked within Discover. After that, it builds a comprehensive profile of your interests.
● Content Relevance:
How effectively does your content align with a user’s recognized interests? This goes beyond keywords and goes deeper into the semantic understanding of topics and entities.
● Visual Appeal:
Google Discover is a highly visual feed. High-resolution images and videos are essential for capturing attention and encouraging clicks.
● Freshness and Timeliness:
While evergreen content can appear, Discover often prioritizes topics that are fresh and trending, along with news relevant to current events.
● Quality of Content and E-E-A-T:
Google’s emphasis on experience, expertise, authoritativeness, and trustworthiness is as crucial for Discover as it is for traditional search.
What are the Key Strategies to Rank in Google Discover?
If you want to significantly improve your chances of appearing in Google Discover, here are some actionable strategies you need to focus on:
● Adopt the E-E-A-T Pattern:
As mentioned above, Google consistently emphasizes E-E-A-T across all its platforms, and Discover is no exception. This framework signals to Google that your content is credible and reliable.
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Experience: Showcase first-hand experience
with the topic. If you are reviewing a product, show that you have used it. If
you are providing a guide, showcase your practical knowledge.
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Expertise: Showcase your knowledge and
qualifications in the field. Include author bylines with linked profile pages
providing thorough details of their background, specialization, and publication
history.
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Authoritativeness: You should establish your website
or brand as a go-to source in your niche. This can be done via consistent
publication of high-quality content, gaining reputable backlinks, and positive
brand mentions.
- Trustworthiness: You also need to ensure that your content is accurate, well-sourced, and transparent. You can include clear contact information, “about us” pages, and editorial policies. Consider using secure websites with “HTTPS” and avoid misleading or sensationalist strategies. You should also cite your sources and provide data that will back your claims.
● Give Priority to High-Quality, Relevant, and Interactive Content:
Relevant, high-quality content is always the most important part of any successful SEO strategy, especially if you want to rank in Google Discover. Here’s how you can prioritize better content for that:
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Personalization: You should tailor your content to
resonate deeply with particular audience interests. Analyze your existing
audience data and industry trends to pinpoint topics that genuinely resonate
with them.
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Compelling Headlines: Focus on crafting intriguing,
non-clickbait headlines that accurately reflect your content and entice users
to click. Refrain from exaggeration or withholding crucial details.
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Storytelling and Unique Insights: You need to go beyond
surface-level information. Tell a story, offer unique perspectives, provide
in-depth analysis and include real-life examples or case studies. Content that
offers genuine value and encourages longer reading times is often favoured by
search engines.
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Maintain a Balance Between Timely
and Evergreen Content: While discover often favours trending news or content,
well-maintained evergreen content that offers long-lasting value can also gain
attraction, especially if you keep on regularly updating it.
- Content Depth: You should offer thorough explanations and actionable insights. Comprehensive content that covers a topic in detail often outperforms posts that are short and superficial in nature.
● Utilize High-Definition Visuals:
Google Discover is a highly visual feed. To achieve rankings, you need some striking imagery and engaging videos to attract user attention.
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Large, High-Resolution Images: Google has already stated that
large images that are at least 1200 pixels wide will potentially generate more
visits from Discover.
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Attractive Thumbnails: Your thumbnail is often the first
thing seen by users. Choose an image that is relevant, high-quality, and
visually appealing. Avoid using the logo of your site as the primary image.
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Engaging Videos: You should optimize your video
content for Discover. High-resolution videos offer an engaging way for users to
consume information. They can also increase engagement at a significant rate.
- Avoid Manipulated Data: You should always stick with authentic visuals. Images that are manipulated or deceptive in nature will have a negative impact on your visibility on Google Discover.
● Optimize for Mobile Performance:
Google Discover is exclusively for smartphone users. Therefore, your website’s mobile performance is essential. Here’s how you can ensure an optimal mobile performance:
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Mobile First Design: You should ensure that your
website is fully responsive and optimized for mobile devices.
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Fast Page Load Speed: Large image files can slow down
your site. You should optimize images by compressing them and using modern
formats like WebP. You should also conduct regular website audits to recognize
and resolve issues with your website’s performance.
- Top-Notch User Experience(UX): Your mobile site should be easy to navigate with clean layouts and minimal distracting advertisements.
● Understand and Target “Entities” and Trends:
Google’s algorithms are increasingly sophisticated at understanding entities that involve real-world objects, concepts, people, and places. Here’s what you need to do:
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Focus on Entities: Create content around
well-defined entities that align with user interests. For instance, instead of
just “car reviews,” you should focus on specific car models as entities.
- Capitalize on Trends: Stay informed of trending topics and news in your niche. Timely content, especially for news and current events, can experience significant spikes in traffic on Discover. However, you should also keep in mind that this traffic is short-lived.
Furthermore, you need to implement the “Follow” feature in Discover to allow users to subscribe to content from specific websites. Plus, follow the Google Discover Content Policies to keep yourself away from content removal or eligibility issues.
To Summarize
Ranking in Google Discover isn’t something that is limited to quick fixes or keyword stuffing. In fact, it is a strategic, long-term game that focuses on delivering truly exceptional, user-centric content that aligns with Google’s understanding of user interests and content quality.
With the abovementioned steps, you will be able to rank higher in
Google Discover and drive more organic traffic to your website.