• Patrick Schober

How to Appear In Google Discover: Creating Content For Your Audience to Find

As I’ve mentioned before, I run an underground rock blog when I’m not busy with Poetica Marketing.

And although it’s designed to pull in as much organic traffic from Google as possible, I was surprised to uncover two major surges in traffic for two recent articles.

There hadn’t been larger-than-usual fanfare when I shared the articles on social media.

And none of my music industry friends had shared the article on their websites—or at least they hadn’t told me so.

They also weren't written around extremely high-volume search terms.

Still, there it was in the site traffic report: two new articles that towered over the rest.

Curious, I popped into Google Search Console and found the source of the sudden bump: Google Discover.

What Is Google Discover?

If you’re unfamiliar with Google Discover by name, you’re probably familiar with Google Discover in practice.

When you open up Google on your phone to search for something, Google Discover is all of those alluring images and links right below the search bar.

Google Discover Example
Source: Google

Google describes it as a “highly personalized feed”—and it is. The content within Google Discover is generated based on your search and browsing habits, as well as the topics and places you “follow.”

If you like to read up on the latest Marvel movies, you’ll likely find a few Marvel-related links in your Discover feed. If you frequent the front page of CNN, you’ll probably discover a few CNN links every time you open Google. If you’ve been researching Toni Morrison for an upcoming article you’re writing, you’ll probably find other articles about Toni Morrison in Google Discover.

If you flip this around, the chances for you to grow your company’s website and blog are enormous. By consistently creating high-quality content, you increase the chances of showing up in your target audience’s Discover feed—something that could dramatically pump up your site traffic.

How to Increase Your Chances of Appearing in Google Discover

Here are a few ways you can increase your chances of landing in the Discover feed for your target audience, based on guidance from Google and the SEO specialists at Semrush:

1. Optimize for mobile. Mobile is so important, Google uses a mobile preview on its page describing Google Discover (Did you see our GIF above?).

As with all content, always write with the mobile user in mind. Short paragraphs, snappy writing, and quick load times are all essential.

2. Use great imagery, especially in your feature image. What does “great imagery” mean? For starters, Google recommends using images that are at least 1200 px wide.

And always, always, always avoid using your site logo for your primary image here. Instead, show something flashing and exciting.

3. Avoid using clickbait tactics. Google strongly discourages using misleading or exaggerated headlines and preview content and it also clearly states that you should avoid using tactics that spark morbid curiosity or outrage.

Don’t mislead readers, and don’t try to sensationalize your content. In other words: Have a little journalistic integrity.

4. Create compelling content. This should go without saying, but Google specifically encourages content that is timely, great at storytelling, and that provides unique insights.

How can you do that? Brushing up on good copywriting practices is one tactic, but you could also get into the habit of reading high-quality content. But if you want some really good insight, check out what sort of content your competitors are getting into Google Discover!

Remember, E-A-T (Expertise, Authority, and Trustworthiness) matter here!

5. Align with Google’s content policies. This is a no-brainer, but it’s worth noting since it’s so important.

As Semrush points out, these policies focus (in part) on page quality and meeting the needs of the user, so general SEO practices are critical for appearing in Discover.

Focusing On Google Discover

There’s no sure-fire way of appearing in Google Discover, but by consistently creating great content with your target audience in mind, you can increase your chances of appearing there.


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