GOOGLE DISCOVER

5 WAYS TO OPTIMIZE YOUR CONTENT AND GET TRAFFIC

GOOGLE DISCOVER: 5 WAYS TO OPTIMIZE YOUR CONTENT AND GET TRAFFIC

WHAT IS GOOGLE DISCOVER?

Google Discover is a tool that was created to help surface content that is relevant to users on the Google home page. It was created in 2017 and was formerly known as the Google Feed. But in 2018, Google renamed it “Discover”.

Some key features of Google discover:



Topic headers: These topic title cards separate the different topic sections within Discover. EX: Food & Photography might be one topic header, and another might be Entertainment.
Location-based content: Have an upcoming vacation in your Google Calendar? Discover might show you “Information for your upcoming trip to Mexico”. Or if your location is set to your hometown of Monterey, California, you will likely see local news for your area.
Content feedback: Next to every piece of content in Discover is an ellipses. You can click on the ellipses and tell Google “More” or “Less” content like this. This gives Google the chance to alter the type of content it shows you on Discover over time.
Multiple languages: You can set languages for each topic of interest. EX: You might prefer your recipes in Spanish but want to read sports in English.
What’s most interesting about Discover from the publisher’s perspective is that Google Discover doesn’t require users to find the content by making a traditional Google Search query. Because Discover’s format is a news feed, the content just appears based on the user’s interests.

So then that begs the question: How can I get my content to appear in Google Discover? Today, I’m going to show you how to optimize your content for Google Discover to get traffic.
1. USE MORE UNIQUE IMAGES AND VIDEO
Featured images for Google Discover need to be at least 1200 px wide and enabled by the max-image-preview:large setting. You can also achieve this same outcome by using AMP. Outside of that, publishers should use unique images and video that is relevant to the topic, without being click-baity.

For a blog titled How Ads (and Other Popular Tools) Affect Site Speed Scores, which meta image would be more engaging for Google Discover?
The first image is a standard Shutterstock graphic that can be used for a meta image. The second image is a custom-designed graphic that relates more to the content itself, displaying the popular tools tested and their effect on Site Speed Scores, plus a loading bar and a snail icon.

It’s clear the custom-made graphic is more eye-catching than the standard graphic. Try to think like this when it comes time to choosing the meta images for your articles.

The more enticing, the better. Because if your article does get pulled into Discover, you’ll want to stand out from all the other content within the feed.

2. USE STRUCTURED DATA (SCHEMA MARKUP)
Structured data markups are an effective way to increase the chances your content appears in Google Discover. Why is this?

Because Google’s crawler (Googlebot) needs to “read” your content in a way that can allow it to pull the information to use it effectively and ensure its relevance to users. There are three common ways Google uses structured data:

FEATURED SNIPPETS
Featured snippets typically appear in what’s commonly referred to as “position 0” — which is the top result on the first page of Google that appears above the first result, in the featured snippet form.

The purpose of a featured snippet is to pull and deliver an answer to a user’s query that concisely answers it. For example: The query “How does venmo work?” retrieves a featured snippet that begins with directly answering the user’s query “Venmo works by linking