How Do I Optimize Content for Google’s Discover Feature

As part of its continuous effort to enhance user experience, Google introduced the Discover feature—a personalized content feed designed to help users find content relevant to their interests without actively searching for it. For website owners and SEO professionals, optimizing content for Google Discover is a new opportunity to drive significant traffic. In this article, we will explore the history and functionality of Google Discover, how it works, and actionable steps you can take to optimize your content for this feature.

A Brief History of Google Discover

Google Discover, initially launched as Google Feed in 2017, was rebranded in 2018 with a fresh focus on delivering personalized content. This feature presents users with a curated feed based on their browsing habits, search history, and Google app interactions. It appears on the Google app and the mobile version of Google’s homepage, serving articles, videos, and other media in a visually engaging format.

Unlike traditional search results that are query-based, Discover shows users content based on what Google believes they will find interesting, creating a unique challenge for content creators. The content appears directly in front of users, so optimizing for Discover involves a different approach than standard SEO.

What Does Google Discover Include and Affect?

Google Discover presents users with a personalized feed of articles, videos, and other content types tailored to their interests. The algorithm behind Discover learns from users’ past search behavior, their interactions with content, and their interests to show them relevant and engaging pieces.

The key difference between Discover and traditional search is that Discover surfaces content without a search query. This means users don’t actively look for content—they’re presented with it based on their interests.

Impact on SEO:

• Discover can drive massive traffic spikes to websites if content gets featured in users’ feeds.
• The content must be engaging, up-to-date, and aligned with trending topics or user interests.
• While there’s no guaranteed method to rank on Google Discover, certain types of content perform better, such as evergreen topics, timely news, and visual-heavy media like videos and high-quality images.

How Your Site May Be Affected by Google Discover

If your website content aligns well with Google Discover’s criteria, you could see an influx of traffic from this feature. However, the unpredictability of the Discover algorithm means that this traffic can fluctuate.

Sites that publish timely, engaging content or content that aligns with trending interests are more likely to benefit. On the other hand, websites that don’t regularly update their content or fail to produce engaging, visual-rich pieces may struggle to appear in Discover.

Some factors that may affect whether your content is featured in Google Discover include:

1. Quality of Content: The content must provide real value to users, be well-written, and reflect expertise in the subject matter.
2. Freshness: Discover tends to feature timely content. Articles and posts that cover trending topics or breaking news have a higher chance of appearing.
3. Visual Appeal: Discover content includes large, engaging images. Sites with high-quality visuals are more likely to catch users’ attention in the feed.
4. Mobile Friendliness: Google Discover is primarily accessed via mobile devices. Ensuring your website is mobile-optimized is crucial for being featured.
5. E-A-T Factors: Google’s emphasis on E-A-T (Expertise, Authoritativeness, Trustworthiness) also applies to Discover. Your site must display authority and trust in its niche.

How to Optimize Your Content for Google Discover

Optimizing content for Google Discover is a blend of technical SEO, content quality, and visual appeal. Here are some strategies you can implement to increase your chances of appearing in Google Discover feeds.

1. Focus on High-Quality, Engaging Content

Google Discover prioritizes content that is informative, engaging, and relevant to user interests. Creating high-quality, user-focused content should be your primary goal. Here’s how:

• Answer questions: Focus on topics that answer common questions or provide valuable insights into trending issues.
• Keep content fresh: Discover frequently shows recently published or updated content, so keep your site updated with the latest information.
• Cover trending topics: Stay updated on the latest news and trends in your niche. Writing about relevant, timely topics increases your chances of being featured.

2. Use High-Quality Images

One of the most important aspects of optimizing for Discover is visual appeal. Google Discover is a visually driven feature, so the use of eye-catching, high-resolution images is critical.

• Use images that are at least 1200 pixels wide. Google recommends this size to ensure your content looks good in the Discover feed.
• Add structured data for images to help Google understand and feature them properly.

3. Ensure Your Website is Mobile-Friendly

Google Discover is a mobile-first feature, so your site must be optimized for mobile devices. Here’s how you can ensure your content works seamlessly on mobile:

• Use a responsive design that adapts to different screen sizes.
• Make sure page load times are fast to provide a smooth user experience.
• Implement AMP (Accelerated Mobile Pages) if possible, as this may increase your chances of being featured in Discover.

4. Prioritize Content That Drives User Engagement

Google looks at user interaction metrics such as click-through rates (CTR), time spent on the page, and bounce rates to determine which content users find most engaging.

• Use compelling headlines that entice users to click while being clear and descriptive of the content.
• Incorporate multimedia elements, such as videos or infographics, to engage users and encourage them to stay on your site longer.

5. Monitor and Measure Discover Traffic

Track your Google Discover performance by using Google Search Console. It offers specific metrics about how your content is performing in Discover, including:

• Total clicks
• Impressions
• CTR

By analyzing this data, you can better understand which types of content perform well on Discover and adjust your strategy accordingly.

Optimizing for Google Discover offers a unique opportunity to capture new traffic without relying on search queries. By focusing on creating engaging, visually appealing content that aligns with users’ interests and ensuring your site is mobile-friendly, you can increase your chances of being featured in Discover feeds. Regularly updating your content, monitoring your performance, and prioritizing high-quality images are key steps in maintaining visibility in Google Discover.