What is Google Discover and how do content creators optimise for it?

Overview:

Google Discover, previously known as Google Feed, was launched in 2018 as a way to offer personalised content feed curated by Google. It is proactive next-generation learning that anticipates users’ interests to provide relevant content, not just the latest news.

The content is provided in a non-chronological newsfeed in a similar way to Facebook and Instagram, focusing on content relevancy and the users’ engagement.

It’s currently available for tablet and mobile users using the Google App, users on the Android devices, and users on mobile browsers logged into a Google account and using Google’s search engine.

How it works - query-less search:

Organic search optimisation is built on query-led research. A user normally types or audibly asks a question in order to receive relevant results. However, Discover poses an interesting question: how does one optimise for a platform when the process to find content is query-less? To answer that we first have to understand how it functions.

There are several sources that feed into Discover content which are formed by Google News AI and machine learning, and the topic layer in Knowledge Graph. The personalised content then shown is based on a user’s browser history*, search history*, YouTube history*, app activity and location (if enabled, also depends on *privacy settings).

The latter involves conscious acknowledgement of the user in identifying their interests in a topic, or preference in a source or publisher. If a user follows a topic, which can include a specific brand, more content for that topic will be displayed.

Users’ search histories involve the process of entering a query into a search engine, but the results from this action is fed into Discover’s algorithm, rather than a user directly engaging Discover with a query.

Hiding a story is a neutral action, though the stories sometimes will reappear when Discover is refreshed. Users can manage their interest and are occasionally prompted to do so to further the personalisation efforts. However, part of Discover’s appeal is the curation of content without a user directly asking for it.

Personalised content comes in many forms. If you take a look at a Discover feed, you may see content personalised in the following types:

• News makes up a significant chunk of Discover content, however that does not mean that brands cannot make their mark.

• Informative content such as blog posts or other content hub articles are the second-most prevalent type of content, and that is the best way in for many publishers.

• Content around specific interests, hobbies, or answering questions relating to users’ search history is more likely to appear in Discover cards.

• The Google App on mobile also provides push notifications, if enabled, so new relevant content from brands can be shown alongside news updates.

How to measure performance:

There are three main metrics: clicks, impressions, and CTR. However, impressions are measured slightly differently in Discover compared to other platforms, as they are measured only when a Discover card containing the content is scrolled into view.

This may lead to a higher CTR when comparing the same page’s performance within search engines which we can see this within Google Search Console. Interestingly the data presented has to meet a “minimum threshold” of impressions within Discover in the last 16 months (the maximum period available in Google Search Console).

This means that the report is not automatically available to view for all websites. If the threshold is met, the “Discover” option should be visible in the left-hand side of the GSC platform.

What is common is that Discover content is often evergreen driving traffic for longer periods of time than seasonal or freshly published content, with the exception of news stories. However, the clicks may not be as high as fresh content riding a trending topic. This supports the need for webmasters to ensure content on a site has a specific purpose, with content targeting the awareness stage of the funnel ideal for brands to invest in.

How to optimise for Google Discover:

Google’s guidelines to boost visibility and performance for this are twofold: the Discover content needs to serve a purpose for users, and it needs to be accompanied by high-quality imagery. However, we can break down these requirements even further:

Mobile-friendly:

This should be a key factor for all websites’ performance, not just for Discover content. However, as Discover is only viewed on mobile and tablet, this is a priority. The content should suit an optimal mobile experience, it shouldn’t be cluttered. Any imagery included within the text content needs to be accessible and readable immediately or have the ability to expand and zoom in.

Optimised imagery:

Google’s guidelines suggest using high-quality imagery of at least 1,200 pixels in length. Imagery not only breaks up text and captures the eye of users, but takes up real estate in Google Discover. Google have said that publishers that use large images over thumbnails have a 5% increase in CTR, and a 3% increase in user satisfaction.

Indexable content:

Any content you want to appear in Discover, and any results, should be indexed by search engines.

Varied content strategy:

The content itself is key; it should meet users’ interests, or topics Google thinks is relevant to users, but also be relevant to your brand. Where these two intersect, complemented by growing search trend data is the sweet spot.

Both fresh and evergreen content can appear in Discover, though fresh content published during a growing trend have a higher chance of appearing. Invest in engaging video creation, as YouTube does factor into Discover content, and provides a better user experience when relevant.

What this means for your Brand:

Appearing in the Google Discover feed is a great way of engaging with potential customers on their mobile device who may have not previously been aware of your Brand. And even better, there is no media charge from Google.

Therefore, any future content strategy should target the awareness stage of the consumer journey, even targeting queries that at first glance may not seem directly product-related or within your Brand’s authority, but still is of interest to existing and new customers.

Google Discover should be seen as another organic method of showcasing relevant content to users, and that all content that goes onto the site should be created with the optimisation principles in mind. If you need support with creating great content, optimised for SEO and Google Discover, then get in touch with our copywriting team.