How to rank high in Google Discover for increased visibility
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© by RichVintage from Getty Images Signature via Canva ProHow to rank high in Google Discover? And why is it so important to online publishers, especially now that AI tools decrease traffic to online portals and websites? In this article, we'll discuss the basics of Discover feed, its pros and cons for both users and content creators, and share useful tips on getting the most out of Discover traffic.
Google Discover is a feature in the mobile Google app and Android operating system that gives your readers a quick overview of the topics most interesting and relevant to them. The long and short of it: Google Discover is a personalized feed appearing below the search bar that hosts all the most relevant and interesting content to tailor to a specific user's needs. The content in Discover is timely, theoretically well-written (or, in case of videos, also well-produced and visually appealing) and - in theory - isn't a straightforward clickbait.
Google Discovery displays:
News articles: timely and relevant new content from breaking news to in-depth reports from various publications.
Evergreen content: older articles and videos that are still relevant and interesting, and helpful content like recipes, tutorials, and human-interest stories.
Visually engaging content: high-quality images and videos.
Updates on user's hobbies and interests based on search history.
Sports scores and highlights for selected teams and sports
Information on upcoming events based on user's interests and location history.
For the past couple of years, Google has been searching for a way to enhance the mobile experience of its users. Google Discover serves as a hook - a quick way to interact with multiple content sources that rank the highest. In recent months, Google Overview has taken the centre stage as a threat to publishers' income. And then there's an idea of Google zero - a still hypothetical situation when internet users don't leave the "walls" of Google itself. This makes Google Discover look like a light at the end of a tunnel - a source of direct traffic, once site owners comply with a set of rules and suggestions.
Driving direct traffic from Google Discover feed
Users engage with Discover content easily - and publishers are embracing it as a stable tool to drive traffic to news sites. According to the Reuters Institute for the Study of Journalism, publishers were declaring to put more effort and resources into driving Google Discover traffic. This traffic source becomes more prevalent as search traffic falls.
Source: Chartbeat
Of course, there are voices signalling dangers coming from overreliance on Google tools for driving traffic. And maybe the publishers' relations with the giant platforms like Google or social media moguls can have some toxic, one-sided aspects. Still, since there seems to be no apparent solution in sight, it's good to know how to make the most of the tools that almost all Android phone owners have in their Google app.
How to boost visibility in Google Discover?
Although the algorithms on which Discover works are a little bit murky, there are some general guidelines to take into account when preparing the content in the Discover feed.
Create unique, quality content
Yes, this might seem like preaching to the choir. Make sure your content is well-written and researched. Pay attention to SEO and GEO (can't hurt to be seen). Make Google understand what the article or video is about so it can be relayed to the appropriate groups of users.
When in doubt, bear in mind the Google News guidelines.
And don't forget about a good title: walking the tightrope between attracting curiosity while remaining informative, and avoiding plain clickbait. Test and implement different variants of your headlines.
Pay attention to the visual aspect
Choose a high-quality image to display in Google Discover, as well as large images inside the article. Site logo isn't enough! If you create great video content, select a good cover photo. YouTube allows you to test different variants to pick the highest-ranking image for the Discover feed.
Build your authority so Google sees you as a reliable source
Focus on E-E-A-T: This stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Your content should demonstrate that it's created by someone with knowledge and credibility on specific topics. For example, a financial article should be written by a financial expert, and a product review should show that you've actually used the product.
Ensure your website runs smoothly and user-friendly.
Be mobile-friendly: Discover is a mobile-first product. Your website must be fully responsive and provide an excellent experience on mobile devices.
Fast page load speed: Users have little patience for slow-loading pages. Optimize your site's speed to ensure a good user experience.
Follow standard SEO practices: While not about keywords, fundamental SEO practices like having clear site architecture, using proper title tags, and having a secure (HTTPS) site are still important signals for Google.
Analyze the data on traffic using Google Search Console to gain insights into the website's general ranking scores.
Synchronizing traffic across different channels
Why are we writing about Google Discover on our blog? At PushPushGo, we focus on web and mobile push, as well as on-site solutions that drive stronger engagement. Early traffic and interactions generated by these tools can signal to Google that your content is relevant and engaging - which may improve its chances of being featured in Discover. Several of our clients have already reported higher Discover traffic to articles promoted with on-site and push notifications.
As we're examining the correlations further, it's safe to see that building a consistent engagement on a website can have unexpected and very appreciated benefits.
Summary: Google Discover allows for more traffic, but there's more to building real engagement
As the world of online publishing evolves, one thing remains constant: users still want high-quality content grounded in real expertise. The real challenge lies in making that content visible. Google Discover helps users who don’t have time to actively search for news, and it’s also where publishers are slowly getting to invest more.
As you focus on writing and editing the best new content in accordance with the best journalistic practices and Google guidelines, make sure your communication channels are set to complement your efforts by boosting traffic and engagement.
If you want to learn more about PushPushGo's solutions, please get in touch with our team.
Content Specialist @PushPushGo
Editor and writer. She is interested in media and new technologies.
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