As an expert in search engine optimization, you understand the significance of creating content that satisfies the intent of user queries. However, what happens when users are unsure of the information they need? In 2018, Google introduced a solution called Google Discover (formerly known as Google Feed). This feature delivers personalized content to users based on their interests and behaviors, going beyond traditional query-based search.
Google Discover is a mobile-exclusive feed that presents a wide range of content, including news, articles, videos, advertisements, and special rich results like live sports scores. It appears on Google’s homepage and is highly tailored to each individual. With the advancement of machine learning and artificial intelligence, Google Discover is set to become even more common and accurate in the future.
So, how does Google Discover work?
Firstly, content becomes eligible to appear in Discover once it has been indexed and deemed compliant with Google’s content policies. Similar to platforms like TikTok and Facebook, Google Discover employs an algorithm to create a customized feed. It leverages user data such as search history, browser history, app activity, and even location (depending on user settings) to identify and display topics that are likely to be relevant and engaging for each individual.
To gain a deeper understanding of Google Discover interests, we analyzed over 700 interests provided by members of the SEO community. Some notable observations include:
- Interests related to sports and entertainment are the most prevalent.
- The feed largely focuses on hobbies and activities.
- Brands have a strong presence, indicating that Discover remembers users’ preferred stores and restaurants.
- SEO has its own category, highlighting its significance in the digital landscape.
Users can also provide direct feedback to further customize their feed, following or unfollowing topics, selecting “show more” or “show less,” and choosing not to see content from certain publishers. Google occasionally prompts users for feedback as well.
Now, the question arises: Can you optimize for Google Discover? The answer is yes!
Unlike traditional search engine optimization, optimizing for Discover requires a shift in focus from targeting specific queries to delivering content that matches users’ interests. To increase visibility in Discover, it is essential to focus on creating high-quality and engaging content that resonates with your target audience.
One crucial factor in optimizing for Google Discover is the concept of E-A-T: expertise, experience, authority, and trustworthiness. Google Discover seeks to recommend content that is not only interesting but also trustworthy and credible. When creating content, prioritize topics that align with your expertise or the expertise of your content creators. Showcase your credentials, qualifications, and experience, and leverage structured data to provide clear information to search engines.
Other steps to enhance your visibility in Google Discover include:
- Producing high-quality, accurate, and informative content
- Regularly updating your content
- Showcasing expertise and author credentials
- Cultivating a reputable track record
- Ensuring transparency
- Improving website experience
By following these steps, you can improve your chances of being recommended in Google Discover by enhancing your E-A-T factors, providing valuable content, and establishing a trustworthy and credible online presence.
While Google Discover primarily features news content, it also encompasses other industries such as ecommerce, entertainment, travel, and more. News sites receive the majority of Discover clicks, as they cater to a broad audience. However, content from other industries can still reach targeted audiences based on their specific interests.
In conclusion, Google Discover presents an excellent opportunity for content creators to reach their target audience and drive traffic. To leverage the power of Google Discover and optimize your content for maximum visibility, consider partnering with a professional SEO service like SEO Augusta.