In a digital world where visibility is paramount, appearing on Google Discover can be a huge advantage in attracting traffic. Although we normally associate this functionality with media outlets, there are other types of websites that can benefit from Discover: e-commerce, service websites or corporate pages with blogs.
What is Google Discover?
Google Discover is a dynamic feed that shows relevant content to users based on their interests and search behaviors.
This is Google’s “infinite scroll” approach . Ultimately, it only differs from social networks like TikTok or Instagram in the type of content. In this case, text is king.
Be careful! It is important to keep in mind that this is a mobile-focused tool. One more reason to delve deeper into mobile-first design.
Why you should pay attention to this channel
Google Discover has become a key source of organic traffic that does not require active search by the user. Therefore, from an SEO perspective, it is often overlooked. However, it is another traffic channel and can help boost your strategy. Here are a few reasons why you should start integrating this channel into your strategy.
- Interested and segmented audience: Based on previous interests and search behaviors, the feed shows content to people who already have an affinity with your topic or sector.
- Visually appealing traffic: The graphic format, with large images and videos, captures users’ attention more effectively than traditional search results.
- Diversifying organic traffic: Relying solely on SEO can be risky, especially with the advances in the AI world.
- Conversion Impact: By reaching users at a moment of discovery and curiosity, they are more likely to engage with your content and move down the conversion funnel.
- Growing mobile reach: With over 50% of global web traffic coming from mobile devices, being present in Google Discover ensures you don’t miss out on this segment of users.
Web types that can benefit from Google Discover
While Google Discover is known for benefiting large media outlets, it can also boost other types of sites:
- eCommerce Blogs: Ideal for articles about products, consumer trends, or visual buying guides.
- Service pages: Clinics, architectural firms or consultancies can use it to promote articles endorsed by experts in the field and success stories through the blog.
- Niche sites with highly specialized content may even show up in Discover, as the algorithm prioritizes relevance to the user.
How to appear in Google Discover?
Appearing in Google Discover may seem like a lottery, but the truth is that there are a number of factors that must be taken into account if you want to boost this traffic channel.
1. Post visual and relevant content
Use attractive, high-quality main images, at least 1200px wide and ideally, 16:9 aspect ratio .
Accompany the texts with visual elements that engage the user, such as infographics or short videos.
2. Create fresh and evergreen content
Publish both current news and timeless articles . The combination of trending and evergreen topics ensures greater exposure, both from a search engine and Google Discover perspective.
3. Optimize for mobile devices
Google Discover is a primarily mobile experience, so it’s imperative that the site performs well on these devices.
4. Comply with Google quality guidelines
Post authentic content without sensationalism or misleading headlines and follow Google’s quality policies to avoid penalties.
5. Emphasize EAT (Expertise, Authoritativeness, Trustworthiness)
Make sure your content conveys expertise, authority and trust and reinforces technical SEO .Additionally, citing the external sources used can also be a plus (as long as they are of quality. E.g. academic or scientific articles).
Google Discover is not exclusive to the big media. E-commerce blogs , service pages and specialized websites can take advantage of this channel to reach a wider audience. If you want to improve the health of your blog from an SEO perspective, our SEO consulting service is just the thing for you.
