- March 11, 2024
- SEO
- 0 Comments
“Hey, how’s your day shaping up on Google Discover?” or perhaps in light of recent months, one might ask, “Hey, how’s the latest core update treating you on Google Discover?”
If you’re involved in SEO, particularly in media, chances are you’ve pondered or been questioned about this. With Google’s recent flurry of updates, from significant core changes to minor tweaks, navigating the Discover landscape has become akin to weathering a storm.
For those entrenched in the rhythms of the Discover feed, querying colleagues about their Discover traffic has become routine. It’s a means to gauge whether fluctuations are widespread or isolated, offering insights into the platform’s volatility where strategy and adaptability reign supreme.
But what exactly is Google Discover, and why is it so crucial for publishers? In this guide, we’ll delve into its significance, explore recent updates, offer optimization tips, and hear from industry experts on navigating this dynamic channel.
What is Google Discover?
When discussing Google, most people default to Google Search. However, within the tech sphere, two other channels often come up: Google Discover and Google News.
Google News serves as a news aggregator, curating articles for users on both desktop and mobile platforms. In contrast, Google Discover is a personalized content feed available exclusively on mobile devices (with hints of a potential desktop rollout).
Launched in 2018, Google Discover quickly garnered attention for its traffic-driving potential. Initially mystifying due to its unmeasurable nature, it left SEO professionals scrambling to decipher its algorithms and capitalize on its traffic.
What Content Appears in Google Discover?
Content in Google Discover is personalized, drawing from user data like search history, viewed videos, and interactions with news. It transforms users from active seekers to passive recipients, akin to a social media feed.
The diversity of sources feeding into Discover underscores its complexity. For instance, Valentin Pletzer, Director of SEO at t-online.de, identified various Discover sources, highlighting the challenge of understanding its behavior.
Importance for Publishers and Traffic Representation
For media outlets, Google Discover has emerged as a vital traffic source, potentially eclipsing traditional avenues. While exact figures remain guarded, insights from tools like Marfeel and Chartbeat reveal Discover accounting for a significant share of traffic, rivaling even Google Search in some cases.
Expert Insights: Navigating the Discover Landscape
Experts weigh in on the enigmatic nature of Google Discover:
Barry Adams emphasizes its potential for building reader loyalty but warns against relying on it as a primary acquisition channel.
Lily Ray underscores Discover’s immense traffic potential but notes the challenge in understanding its ranking criteria.
Ryan Mayer highlights Discover’s affinity for emotionally resonant or authoritative content, akin to a social media feed.
Optimizing for Google Discover
Optimizing content for Discover requires a nuanced approach:
Trend Monitoring: Create content around trending topics to align with user interests.
Topical Authority: Focus on entities rather than keywords, emphasizing relevance and authority.
Authentic Headlines: Avoid clickbait and prioritize clarity and creativity in titles.
Visual Appeal: Use high-quality, attention-grabbing images to enhance engagement.
Location Targeting: Tailor content to local interests to maximize relevance.
E-A-T Compliance: Establish expertise, authoritativeness, and trustworthiness to enhance visibility.
Internal Linking: Promote content recirculation to bolster Discover visibility.
Buzz Factor: Drive initial traffic surges to capitalize on user interest.
Page Speed and User Experience: Prioritize loading speed and user experience for enhanced visibility.
Multimedia Integration: Embed videos, tweets, or Instagram posts to enrich content and improve visibility.
Understanding Discover’s Fluctuations
Discover’s volatility, often exacerbated by algorithm updates, underscores its unpredictable nature. Recent updates emphasize the fluctuating nature of user interests, content relevance, and search algorithms, necessitating agility and adaptability.
Tracking Discover Traffic
Tools like Google Search Console offer insights into Discover performance, distinguishing between Search and Discover traffic. Additionally, third-party tools like Marfeel and Chartbeat provide real-time analytics, aiding in Discover optimization.
Staying Informed
Follow industry experts like Glenn Gabe, Lily Ray, and Barry Adams for the latest Discover insights and updates. Engage with the community to share experiences and glean insights from diverse perspectives.
Conclusion
Google Discover represents both a challenge and an opportunity for publishers. Navigating its intricacies requires a blend of strategic optimization, adaptability, and a keen understanding of user behavior. By staying informed, leveraging optimization techniques, and collaborating within the community, publishers can harness Discover’s potential to drive meaningful traffic and engagement.
