Google has released updated guidelines for content creators aiming to appear on Google Discover. These new recommendations focus on providing a high-quality user experience, emphasizing original reporting, clear writing, and mobile-first design. Publishers and journalists are encouraged to review these updates to improve their content's visibility on the platform.
Key Takeaways
- Google Discover prioritizes high-quality, original content.
- Content must be mobile-friendly and easily scannable.
- Emotional headlines are discouraged in favor of factual ones.
- E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) remains crucial.
- Visuals, especially high-resolution images, are essential for engagement.
Understanding Google Discover's Core Principles
Google Discover serves as a personalized content feed for users, primarily accessible through the Google app and Chrome on mobile devices. Its goal is to present users with relevant and engaging content based on their interests and past interactions. The platform aims to anticipate user needs, offering stories, videos, and articles that users might find useful or interesting, even before they search for them.
The new guidelines underscore Google's ongoing commitment to quality. Content that performs well on Discover is often evergreen, meaning it remains relevant over time, but timely news can also gain significant traction if presented effectively. Understanding the user's intent and providing value are central to success on this platform.
Discover's Reach
Google Discover reaches over 800 million users globally each month, making it a significant traffic source for publishers. This vast audience highlights the importance of optimizing content for the platform's specific requirements.
Content Quality and Originality
Prioritizing E-E-A-T
Google's emphasis on E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness—is stronger than ever for Discover content. This means that articles should be written by knowledgeable authors, present accurate information, and demonstrate a deep understanding of the topic. Original reporting, unique insights, and comprehensive coverage are highly valued.
According to Google's official documentation, content creators should strive to produce material that provides genuine value. This includes conducting original research, offering unique perspectives, and ensuring factual accuracy. Content that merely rehashes existing information or lacks depth is less likely to be featured prominently.
"Our systems aim to present users with a diverse range of high-quality content that demonstrates strong E-E-A-T principles," a Google spokesperson stated in a recent blog post. "Content that truly adds value and is created by experts in their field will naturally perform better."
Avoiding Misleading Information
The guidelines explicitly warn against content that is misleading, sensational, or clickbait. Headlines should accurately reflect the article's content, and information presented must be verifiable. Google's algorithms are designed to detect and filter out content that attempts to manipulate user engagement through deceptive tactics.
This includes avoiding overly emotional language in titles and using clear, direct phrasing. The goal is to build trust with the user, ensuring that when they click on a Discover card, they receive exactly what the title promises. This approach fosters a healthier content ecosystem for all users.
Mobile-First Design and Readability
Optimizing for Mobile Devices
Given that Google Discover is primarily a mobile experience, content must be optimized for mobile screens. This means fast loading times, responsive design, and easy navigation on smartphones and tablets. Large blocks of text should be broken up into shorter paragraphs, and ample whitespace should be used to improve readability.
Images and videos should also be optimized for mobile. High-resolution visuals are crucial, but they must be compressed appropriately to avoid slowing down page load speeds. A slow-loading page can significantly reduce a content's chances of appearing on Discover.
The Mobile-First Index
Google has been using a mobile-first indexing approach since 2018. This means that the mobile version of a website's content is primarily used for indexing and ranking. For Discover, this principle is even more critical, as the platform is almost exclusively accessed on mobile devices.
Scannable Content Structure
- Short Paragraphs: Keep paragraphs to 2-3 sentences max.
- Subheadings: Use
<h2>and<h3>to break down content. - Bullet Points and Lists: Present information in easily digestible formats.
- Bold Text: Highlight key phrases for quick comprehension.
- Clear Language: Use simple, direct vocabulary.
These structural elements help users quickly grasp the main points of an article, which is essential for mobile consumption. Readers often scan content on their phones, and a well-structured article caters to this behavior, making it more likely that they will read the entire piece.
Visual Content and Engagement
High-Quality Images
Visuals play a critical role in Google Discover. The guidelines stress the importance of using high-quality, large images that are relevant to the article's content. Images should be at least 1200 pixels wide and should be enabled by the max-image-preview:large setting or by using AMP. Generic stock photos are discouraged in favor of original, compelling visuals.
A strong lead image can significantly increase the click-through rate from Discover. It should be visually appealing and accurately represent the story. Publishers are advised to invest in high-quality photography and graphics to stand out in the feed.
Image Impact
Studies show that articles with high-quality, relevant images receive 94% more views than those without. On platforms like Google Discover, where visual appeal is paramount, this percentage can be even higher.
Video Integration
Incorporating relevant videos can also enhance content for Discover. Videos should be embedded directly into the article and be of high quality. They can offer an alternative way for users to consume information, catering to different preferences and increasing overall engagement with the content. Ensure videos are optimized for mobile streaming and load quickly.
Technical Considerations for Publishers
Structured Data
Implementing structured data helps Google understand the content better. Using schema markup for articles, videos, and images provides valuable context to search engines. This can improve the chances of content being correctly categorized and shown to relevant users on Discover.
Publishers should ensure their technical SEO is robust. This includes having a clean site architecture, fast server response times, and an effective content delivery network (CDN). Technical glitches can prevent even the highest quality content from reaching its intended audience.
Core Web Vitals
Google's Core Web Vitals metrics (Largest Contentful Paint, First Input Delay, and Cumulative Layout Shift) are also important for Discover. These metrics measure user experience aspects such as loading performance, interactivity, and visual stability. Websites that perform well on Core Web Vitals are more likely to be favored by Google's ranking systems, including Discover.
Improving these vitals often involves optimizing images, deferring non-critical CSS/JavaScript, and ensuring consistent layout. A positive user experience is a cornerstone of Google's content philosophy, and Discover is no exception.
Future Outlook for Discover Content
The new guidelines emphasize a clear trend: Google is moving towards a more discerning approach for Discover. Content creators who focus on delivering authentic, well-researched, and user-friendly experiences will be best positioned for success. The platform will continue to evolve, but the core principles of quality and relevance are expected to remain constant.
Staying informed about Google's updates and continuously adapting content strategies will be key for publishers. Regularly auditing content for E-E-A-T, mobile performance, and visual appeal will help maintain strong visibility on Google Discover.