How to Optimise Content for Google Discover
The Google Discover feed offers web content to consumers based on their search history. The software recommends information before a search is even conducted, allowing users to find fascinating content without entering a keyword. It’s therefore different from a regular Google Search, with many SEOs now adding Google Discover to their digital marketing toolbox. So how can you optimise your content for optimum visibility?
To increase the likelihood of your content appearing in Discover, Google recommends:
#1 Using page titles that capture the essence of the content, but in a non-clickbait fashion. Essentially, your titles need to pique interest but still summarise what the content is actually about, so that people click for the right reasons. That said, emotionally charged, somewhat exaggerated headlines do seem to generate high click throughs. Here are some headline phrases that generated over 500,000 clicks from Discover.
- This heart-breaking moment
- Stuns the world
- Fans call out
- Confirms the rumour
- Just took this massive step…
#2 Including compelling and high-quality images in your content. Large images are likely to generate more visits from Discover and should be at least 1200 px wide and enabled by the max-image-preview: large setting, or by using AMP. Avoid using a site logo as your image.
#3 Avoiding tactics that manipulate appeal by catering to morbid curiosity, titillation or outrage. Discover filters out content considered to be undesirable or confusing, so it’s important to come up with a content strategy that’ll engage your users for the right reasons. Try not to overinflate specific details, and avoid withholding crucial information that will help readers to understand what the content is about.
#4 Providing content that’s timely for current interests, tells a story well or provides unique insights. Google Discover is constantly updating in order to provide the freshest content. After all, Google wants people to keep scrolling because their interests have been met and they’re hooked on the content provided.
Here are some other optimisation tactics to try…
#5 Popping questions into headlines. This helps to drive strong click-through rates in Google Discover as it’s necessary to click on the article to get an answer. The following types of headlines have been known to generate over 15% CTR from Google Discover:
- Did XXX say XXX?
- Did XXX do XXX?
- Was XXX wearing XXX?
#6 Don’t underestimate the importance of E-A-T for Google Discover. Developer documentation for Discover states: “Our automated systems surface content in Discover from sites that have many individual pages that demonstrate expertise, authoritativeness and trustworthiness (E-A-T).” So always include up-to-date and triple-checked stats, source authoritative writers for your industry and get links from other pages of authority.
#7 Present information clearly. To help with your E-A-T strategy and increase your chances of ranking in Google Discover, be sure to show publication dates, profiles for content creators, contact information and social links to build trust.
#8 Incorporate evergreen topics into your content strategy. As well as focussing on recency, there’s no harm in creating evergreen content for a sustained Google Discover performance. Such content can be pulled into Google Discover feeds for years.
Whether you’re looking to improve the SEO ranking of specific pages or want a content strategy that’ll work for Google Discover, contact Kent SEO agency Whitefish Marketing today for help and guidance.
