Google has recently provided updated guidelines for content creators aiming to optimize their articles for Google Discover. These recommendations focus on delivering high-quality, engaging content that aligns with user interests, emphasizing clarity, authority, and a mobile-first approach. Publishers and writers are encouraged to adopt these strategies to increase visibility and audience engagement on the platform.
Key Takeaways
- Content must be high-quality and original.
- Strong, clear headlines are essential for engagement.
- Visuals play a critical role in attracting users.
- Mobile-first design is a top priority.
- Content should demonstrate expertise and trustworthiness.
Understanding Google Discover
Google Discover is an AI-powered content feed that provides users with personalized news, articles, and videos. It appears on the Google app and the mobile Google.com homepage. The platform aims to show users content they will find interesting, even before they search for it. This proactive approach makes Discover a significant traffic source for many publishers.
Unlike traditional search, Discover relies on a user's activity history, interests, and location to curate its feed. This means content must resonate deeply with specific user profiles. According to Google, Discover reaches over 800 million users globally each month. This reach highlights the importance of optimizing content for this platform.
Did You Know?
Google Discover was first launched in 2018 as a rebrand of 'Google Feed.' Its primary goal is to surface content proactively, based on inferred user interests, rather than direct queries.
Content Quality and Originality
The updated guidelines strongly emphasize the importance of original, high-quality content. Google states that content must be unique and provide value to the reader. This means avoiding duplicate content or articles that simply rephrase existing information.
Publishers should focus on creating in-depth pieces that offer fresh perspectives or new information. Content should be well-researched and factually accurate. Google's algorithms are designed to identify and prioritize authoritative sources. Therefore, demonstrating expertise on a topic is crucial for Discover visibility.
"Our systems prioritize content that demonstrates expertise, authoritativeness, and trustworthiness (E-A-T)," Google's official guidance states. "This is especially important for YMYL (Your Money or Your Life) topics, but applies broadly across all content types."
Headline Best Practices
Headlines are a critical component for Discover success. They must be compelling but also clear and truthful. Sensational or misleading headlines can negatively impact a content's performance. Google recommends using headlines that accurately reflect the article's content.
Short, concise headlines often perform better on mobile devices. They should clearly communicate the main idea of the article. For instance, a headline like "New Study Reveals Health Benefits of Blueberries" is preferable to "Amazing Superfood You Won't Believe!" Focus on directness and factual presentation.
Visual Elements and Mobile Experience
Visuals are paramount in Google Discover. High-quality, engaging images and videos can significantly increase click-through rates. Google explicitly recommends using large, high-resolution images that are relevant to the article's topic. Images should be at least 1200 pixels wide and enabled by the max-image-preview:large setting.
The mobile experience is another key factor. Since Discover is primarily a mobile platform, content must be optimized for smartphones and tablets. This includes fast loading times, responsive design, and easy readability on smaller screens. Slow-loading pages can deter users and negatively affect Discover performance.
Mobile-First Indexing
Google has been using mobile-first indexing for most websites since 2019. This means the mobile version of your content is used for indexing and ranking, making mobile optimization essential for all Google platforms, including Discover.
User Experience and Readability
Beyond technical optimization, the overall user experience is vital. Articles should be easy to read and digest. This means using short paragraphs, clear headings, and bullet points where appropriate. Breaking up text improves scannability, which is especially important for mobile users who often consume content in short bursts.
- Use active voice for clear communication.
- Keep sentences concise, ideally 15-20 words.
- Avoid jargon or overly technical language.
- Ensure sufficient contrast between text and background.
Demonstrating Expertise and Trustworthiness
Google places a high value on content that demonstrates E-A-T (Expertise, Authoritativeness, Trustworthiness). For Discover, this means that content should be produced by credible sources or individuals. Including author bios and linking to relevant background information can help establish credibility.
For news websites, this often means ensuring journalists have clear profiles and that the publication itself has a strong reputation for accuracy. For specialized topics, content written by recognized experts in that field will perform better. For example, a medical article written by a doctor will likely be preferred over one written by an unknown general writer.
Transparency is also a factor. Clearly citing sources and providing evidence for claims enhances trustworthiness. Content that appears to be manipulative or biased can be demoted in Discover feeds.
Avoiding Common Pitfalls
Google's guidelines also outline practices to avoid. These include using misleading information, engaging in clickbait tactics, or publishing content that is overly promotional. Content that violates Google's content policies, such as hate speech or dangerous content, will be excluded from Discover.
Additionally, publishers should avoid creating content solely for Discover. The focus should remain on producing high-quality content for a general audience. Google's algorithms are sophisticated enough to detect attempts to game the system, which can result in penalties.
Key Metric
Google uses user feedback, such as 'show less of this content' or 'follow,' to refine its Discover algorithm. Positive user interactions can boost visibility.
Measuring Performance and Iteration
Publishers can monitor their Discover performance through Google Search Console. The 'Performance' report includes a 'Discover' section, which provides data on impressions, clicks, and average click-through rate (CTR) for content appearing in Discover. This data is crucial for understanding what types of content resonate with users.
Analyzing performance metrics allows publishers to refine their content strategy. Identifying top-performing articles or content formats can inform future editorial decisions. Continuous iteration based on data is key to sustained success on Google Discover.
According to data from Search Console, some publishers have seen a 20-30% increase in mobile traffic after implementing Discover optimization strategies. This demonstrates the significant impact these guidelines can have on audience reach and engagement. Adhering to these recommendations can lead to a substantial boost in organic traffic from Google's personalized feed.