Google Discover caught my attention in 2021, when it was driving millions of clicks a month to publishers. I underestimated how pervasive it would become.Â
My feed cycles through soccer, television, Baltimore news, SEO, and world events — a reminder that Discover understands users at an almost uncomfortable level.
It’s not limited to one app. Discover appears in Chrome new tabs, the Google app, Android home screens, Google.com on most mobile browsers, and other Google surfaces.
If Google Discover is everywhere, it’s our job as SEOs to capitalize on this opportunity. Let me show you how.Â
Essential considerations before we begin optimizing for Discover
Discover traffic isn’t a viable source for all brands, just as search isn’t for all of them.
Discover favors timely content
Content that performs well in Discover is almost always highly time-relevant and from authoritative sources, generally major publishers. It would be unusual to see evergreen content in Discover.
Because of this, sites I’ve worked with that get the most traffic from Discover often get less traffic from traditional search than they do from Discover.
Discover traffic is declining
Many publishers are finding that Discover traffic is declining, as the Discover feed now includes a large volume of social posts and AI summaries of major stories from multiple sources. This displaces the articles that used to make up the feed.
Before this change, writing articles about viral social media posts was a very effective strategy for driving millions of monthly clicks. This may be why Google is beta testing the ability to track traffic to social platforms.
Good, relevant content still matters
No matter how technically optimized a website is, content that’s good and relevant to users will outperform content that isn’t, even when their interests are constantly changing.
If your content doesn’t get traffic in Discover, consider whether it’s the kind of content Discover aims to surface. Likewise, if you experience a sudden drop in Discover traffic, review the content before exploring technical causes.
Don’t let any of this deter you from optimizing for Discover. These optimizations won’t hurt traditional search, and you may end up getting Discover traffic you didn’t expect — I’ve often seen non-publishers experience brief spikes in Discover. Most of these suggestions are minor template-level changes that should be low effort.
Dig deeper. How Google Discover qualifies, ranks, and filters content: Research
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Technical optimizations for Discover
The three main things I look at first when auditing new clients are:
- Discover publisher profile.
- Images in articles.
- Publisher and author signals.
This is where your optimizations start.
Discover publisher profile
Check your Discover publisher profile to ensure your…
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