Google has recently provided updated guidance for content creators aiming to optimize their presence on Google Discover. These guidelines emphasize the importance of high-quality content, user experience, and technical SEO factors to improve visibility on the personalized feed. Publishers and website owners are encouraged to review these recommendations to enhance their reach to mobile users.
Key Takeaways
- Focus on creating unique, high-quality, and engaging content.
- Ensure strong E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals.
- Optimize images for mobile viewing and use high-resolution visuals.
- Prioritize core web vitals and overall page experience.
- Avoid sensational headlines and misleading content.
Understanding Google Discover's Core Principles
Google Discover operates as a personalized content feed, showing users articles, videos, and other web content based on their interests and search history. Unlike traditional search results, Discover does not rely on a user initiating a query. Instead, it proactively presents relevant information. This makes it a powerful tool for driving organic traffic, especially for publishers.
The core principle behind Discover is to provide a highly tailored experience. Google's algorithms analyze a user's past interactions, location, and even app usage to predict what content they might find interesting. This predictive nature means that content needs to be compelling and relevant to a user's latent interests, not just their active searches.
The Role of Content Quality and E-E-A-T
Central to the new guidelines is the continued emphasis on content quality. Google reiterates that content must be original, informative, and provide value to the reader. This includes thorough research, accurate information, and a clear presentation of facts. Publishers should focus on creating content that answers user questions or provides new insights.
Fact Check
Google states that content must align with its general search policies. This means avoiding spam, misleading information, and content that promotes hate speech or illegal activities.
E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness, remains a critical factor. Google wants to ensure that the content it recommends comes from reliable sources. This involves demonstrating the author's credentials, the publisher's reputation, and the accuracy of the information presented. Websites should clearly display author bios and contact information.
"Our systems aim to surface content that is unique, engaging, and has a strong sense of E-E-A-T," a Google spokesperson stated in the official documentation. "Publishers should focus on building a reputation for trustworthiness and expertise in their respective fields."
Optimizing Visuals and User Experience
Visual elements play a crucial role in Google Discover. High-quality, engaging images are more likely to capture a user's attention in the feed. Google recommends using large, high-resolution images that are at least 1200 pixels wide. These images should be relevant to the article's content and visually appealing. Using custom, original imagery is often more effective than generic stock photos.
Furthermore, images must be optimized for fast loading on mobile devices. This includes compressing image files without sacrificing quality. Websites should also implement responsive image techniques to ensure images display correctly across various screen sizes. According to Google's data, articles with high-quality visuals see significantly higher engagement rates on Discover.
Page Experience and Core Web Vitals
Page experience signals, including Core Web Vitals, are increasingly important for Discover visibility. These metrics measure aspects of user experience such as loading performance, interactivity, and visual stability. A fast-loading, responsive website provides a better user experience, which Google prioritizes.
- Largest Contentful Paint (LCP): Measures loading performance.
- First Input Delay (FID): Measures interactivity.
- Cumulative Layout Shift (CLS): Measures visual stability.
Publishers should regularly monitor their Core Web Vitals using tools like Google Search Console and Lighthouse. Addressing issues related to slow loading times, unresponsive pages, or unexpected layout shifts can significantly improve a site's chances of being featured in Discover. Mobile-first indexing means that the mobile version of a website is the primary one Google uses for ranking and indexing.
Background Information
Google Discover was launched in 2018, evolving from the earlier Google Feed. It aims to provide a personalized stream of content without requiring explicit search queries, serving as a 'serendipitous' discovery platform for users. It is deeply integrated into the Google app and the Google.com mobile homepage.
Headline Strategies and Content Formatting
While engaging content is key, the way it is presented also matters. Headlines should be clear, concise, and accurately reflect the content of the article. Google advises against using sensational or clickbait headlines. These can lead to a poor user experience if the content does not deliver on the headline's promise, potentially reducing future visibility.
The guidelines recommend using headlines that provide enough context to entice users without being misleading. For example, a headline like "New Study Reveals Health Benefits of Coffee" is preferred over "You Won't Believe What Coffee Can Do For You!" This direct approach builds trust with both users and Google's algorithms.
Structured Data and Evergreen Content
Implementing structured data can help Google better understand the content of a page. While not a direct ranking factor for Discover, it can assist in categorization and presentation. Article schema, for instance, provides clear signals about the type of content being offered. This can make it easier for Google to match content with user interests.
Evergreen content, which remains relevant over a long period, often performs well on Discover. Unlike breaking news, evergreen articles can continue to attract readers weeks or months after publication. Publishers should consider creating a mix of timely and evergreen content to maximize their Discover potential. This strategy ensures a consistent flow of potential views.
Avoiding Common Pitfalls
Several practices can negatively impact a site's Discover performance. These include publishing low-quality or duplicate content. Google's algorithms are designed to identify and filter out such content. Websites that engage in these practices may see a significant drop in their Discover visibility.
Another pitfall is failing to optimize for mobile. Given that Discover is primarily a mobile experience, a website that is not mobile-friendly will struggle to gain traction. This includes slow loading times, intrusive interstitials, and non-responsive designs. Prioritizing mobile users is not just a recommendation; it is a necessity for Discover success.
Finally, publishers should avoid aggressively promoting their content through artificial means. Google's systems are sophisticated enough to detect manipulative tactics. Focusing on genuine value and organic engagement is the most sustainable strategy for long-term success on Google Discover.