Discover is the brainchild that replaced Google Feed in 2018 and helps around 800M monthly active users with content exploration. Discover aims to push hand-selected news and articles directly to user feeds without the need for searching. Google builds a profile of users and supplies them with content considered relevant to individual interests.
Google plays their cards close to their chest about how they build consumer profiles. Experts believe that the following are factored into the creation of these blueprints:
That’s certainly enough material to understand what a user may be interested in. Much like social media targeted advertising, Google knows what your audience wants to see and will do all it can to meet such desires through Discovery. It’s your responsibility to optimize your Discovery presence and ensure that your content is chosen to be pushed.
Discover attracts a loyal, returning audience to your website. It allows users to follow a particular brand or business, ensuring their content will always appear on their smartphone. Naturally, you need to earn this loyalty. The usual caveats apply here. Work to attract your target audience by speaking their language, delivering content that shows your brand can be relied upon.
Perhaps more pertinently, Discover knows what users want to hear about – and delivers this in spades. Imagine that a user’s five most visited websites are for their local NFL team, a health food store in their town, a website specializing in tips for joggers, a website that sells running shoes, and a food blog packed with recipes. This suggests that the user in question enjoys sports and fitness. This individual’s Google Discovery feed will reflect this lifestyle.
Somebody with more sedentary hobbies may receive articles on the latest comings and goings on Netflix or technology and gadget news. If you optimize your content for Discover, it could be your website and articles that are pushed onto a smartphone. As Discover has an enviable CTR, this is not an opportunity to pass up.
Now that we’ve established that Discover fast-track site traffic, and by extension, conversions – how do you achieve this optimization? This fifteen-point checklist covers hints and tips to enhance your success rate.
First thing’s first. Do not forget that Discover is a Google property, which means abiding by the search engine’s usual rules and regulations. In essence, that means continuing to follow organic SEO and page ranking practices.
Here’s another quick and simple hack to help produce tangible results. Google always wants to provide users with the finest and most relevant connections. If you’re using Discover for ecommerce, the big G will consider a GMB account as a seal of quality. You’re likelier to be selected by Discover if you have an active profile – especially one that boasts organic, positive reviews.
Discover is designed to match the ideal content with the perfect audience. That needs to be considered when creating blog posts and similar copy. Take the time to build a picture of your target audience and use analytics to ensure you are appealing to them.
We’ve just established that Google Discover has limited patience for clickbait, but you may be able to slip some of this material through the net.
Anecdotal evidence claims that Discover ranks some search terms that SEO does not, opening new opportunities. That does not mean that you should throw together a hot take on the latest Twitter controversy and wait for the clicks to roll in. If that flies in the face of your brand values, you’ll suffer in the longer term. Just avoid shying away from existing talking points that would add value to your audiences. Also, don’t hop on this bandwagon unless you have something valuable to say as a brand.
If somebody follows an article from your site in their areas of interest, it will be noted on their Google profile. They are then likely to receive more content on the same subject from your brand – as are other, unrelated users that Google considers to have similar interests.
As an extension of the point above, users are prone to discover – and follow – your Discover profile if they are aware of your brand. Use your marketing campaigns to raise your Google Discover profile, steering people toward following you on here.
Just be aware that articles selected by Discover tend to have a shorter shelf life than something penned with organic SEO in mind. You can still look to appeal to both markets. Discover can be just as helpful for an inbound marketing strategy. Just do not expect your blog to remain on the platform longer than three or four days.
Regardless of whether a picture is truly worth a thousand words, there is no denying that Discover looks to curate variety in its content. Websites that included images and video in their blog posts saw a much greater uptake in selection by Discover than those that relied on pure prose.
Quality matters just as much as quantity here. A quick video shot on your smartphone and shoehorned into your content will not cut the mustard. Discover looks for crisp, high-definition image quality in moving and static pictures alike, so always opt for the greatest resolution you can that retains mobile friendliness.
Discover may not be essential if you are still attracting attention through other means. But no website should ever turn down an opportunity to boost website traffic! So if your numbers are tracking lower than anticipated, revisit points one through fourteen and implement what you can to improve performance.
The post Is your business optimized for Google Discover? This guide is for you! appeared first on Search Engine Watch.