Google Discover Optimization for News Publishers: A Comprehensive Guide

Google Discover provides news publishers with a unique opportunity to showcase content directly to audiences interested in the topics they cover. Unlike Google Search, Discover isn’t based on specific keyword queries but rather delivers personalized content based on users’ past browsing activities and app interactions. This guide covers practical steps to optimize your news website for Discover, ensuring that your articles are engaging, timely, and effective at capturing readers’ attention.

What is Google Discover?

Google Discover is a content recommendation feed that users encounter on mobile devices and within the Google app. It curates articles, videos, and other types of content based on users’ individual preferences. For news publishers, this means reaching readers who may not be searching for specific terms but have shown interest in similar topics previously. This feed constantly updates, showing users trending stories, localized news, and even evergreen content.

Understand Google Discover SEO

Google Discover SEO focuses on optimizing content for Google Discover, an interest-based feed that surfaces articles, videos, and news tailored to users’ preferences. Unlike traditional search, Discover doesn’t require keywords; instead, it values engaging, people-first content that aligns with trending topics and user interests. Key elements for Google Discover SEO include high-quality images (at least 1200px), clear, descriptive headlines, and avoiding clickbait or exaggerated claims. Additionally, timely content and unique insights can improve visibility. Tracking Discover traffic in Google Search Console helps assess engagement, making it easier to refine content strategy and capture Discover’s diverse audience.

Optimizing for Google Discover: Key Factors

Google Discover prioritizes content that is timely, relevant, and visually engaging. Here are the best practices that news publishers should focus on to ensure their content performs well:

1. Craft Compelling, Descriptive Headlines

In Discover, the headline is one of the first things a user sees, so clarity and relevance are crucial. Avoid overly complex headlines, and make sure they accurately reflect the article’s main points. For more on optimizing headlines, check out this guide on optimizing title links for Indian language news publishers.

• Practical Example: Instead of “Breaking: New Climate Policy Changes,” opt for a more descriptive title like “How the New Climate Policy Could Impact Your City’s Future.”
• Why This Works: Google Discover favors headlines that give users a clear idea of what the story entails. Avoid clickbait or sensationalist headlines, as these might reduce your chances of being featured and could negatively impact user trust.

2. Use High-Quality Images

Images play a significant role in Discover’s user experience. Articles that feature high-quality, visually engaging images are more likely to catch a user’s eye and increase click-through rates.

• Practical Example: If you publish an article about climate change, consider including a relevant, high-resolution image that visually represents the topic, such as a scene of a polluted cityscape or a natural landscape affected by drought.
• Why This Works: Google recommends that images should be at least 1200 pixels wide to ensure they display well in Discover. Avoid using generic stock images or your logo, as these may lower engagement.

3. Focus on Timeliness and Uniqueness

Google Discover favors timely and unique content, especially around trending topics or current events. However, Discover also shows evergreen content if it aligns with a user’s interest profile.

• Practical Example: For a local news publisher covering elections, publishing an article like “5 Policies from the New Mayor That Will Shape the Future of [City]” shortly after the election results will resonate with readers.
• Why This Works: By offering unique insights on current events, you provide value that stands out. Users are more likely to engage with articles that offer in-depth or fresh perspectives.

4. Avoid Clickbait and Sensationalism

Google Discover’s algorithm penalizes clickbait or overly sensationalist headlines. Instead, stick to clear, informative, and accurate titles.

• Practical Example: Instead of a headline like “You Won’t Believe the New Health Rule Everyone is Talking About!” go with something more straightforward, like “Understanding the New Health Regulations and What They Mean for You.”
• Why This Works: Discover rewards articles that are informative and add value. Misleading or exaggerated headlines might deter readers and reduce your article’s performance in Discover.

5. Implement the Follow Feature

Google Discover allows users to follow topics and publishers, making it easier for them to see more content from sources they enjoy. By promoting this feature, you can increase your chances of repeated engagement.

• Practical Example: A news website with dedicated sections for Local News, International News, or Sports can set up RSS feeds that users can follow directly on Google Discover.
• Why This Works: By encouraging readers to follow your site’s RSS feed, you increase the likelihood of appearing in their Discover feed. This helps in building a loyal audience base and improves content discoverability.

6. Structure Content with Mobile-Friendly Design

Since Discover is a mobile-first platform, it’s essential to ensure that your website is optimized for mobile devices. A responsive design that loads quickly and is easy to navigate will enhance user experience and keep readers engaged.

• Practical Example: When formatting an article for Discover, use concise paragraphs, headers, and bulleted lists to break down complex topics and make the content more digestible.
• Why This Works: Mobile-optimized content that is easy to read keeps users engaged. If a page takes too long to load or the text is difficult to read on a phone, users may abandon the article, which can negatively impact performance.

7. Using the Discover Performance Report in Google Search Console

Google Search Console offers a Discover Performance Report that allows you to see which of your articles perform best in Discover. Analyzing this data helps in understanding what type of content resonates with your audience.

• Practical Example: If your entertainment news consistently performs well, consider increasing the frequency of entertainment-related articles and optimizing them for Discover.
• Why This Works: By understanding what type of content performs well, you can adapt your content strategy to prioritize topics and styles that align with Discover’s preferences.

8. Targeting Local Audiences with Google Discover

Local news stories have a strong presence in Google Discover, especially for users interested in region-specific news.

• Practical Example: If you’re a news publisher covering local events, such as community gatherings or local government updates, use location tags and relevant keywords that highlight the region, such as “[City] Events” or “[City] Government Updates.”
• Why This Works: Discover can prioritize localized content for users in specific regions, enhancing visibility among nearby readers who are more likely to engage with community-centered news.

9. Optimizing for Multiple RSS Feeds

Google Discover offers the flexibility to follow different content sections within a single news publisher’s site. Set up multiple RSS feeds based on key categories to make your content more discoverable.

• Practical Example: A news publisher with sections like “Business,” “Sports,” and “Health” could create dedicated RSS feeds for each. This allows readers interested specifically in one topic to follow that section in Discover.
• Why This Works: Providing multiple RSS feeds tailored to different interests allows users to receive more focused content, increasing engagement and brand loyalty.

Example: Add the following tag in the <head> for each page:

<link rel=”alternate” type=”application/rss+xml” href=”https://example.com/section/feed/” />

10. Monitoring Discover Traffic Fluctuations

Discover traffic can fluctuate due to factors like changing reader interests, seasonal trends, or Google’s algorithm updates. Here’s how to respond when traffic varies:

• Practical Example: If your political coverage sees a decline, examine other trending sections like entertainment or health to understand current audience interests. Adjust your strategy by shifting focus toward areas with higher reader demand.
• Why This Works: Adapting to reader interests can help mitigate traffic drops and maintain engagement. If political news loses popularity, temporarily pivoting to another high-demand category keeps your content relevant.

11. Optimize Video Content

Video is a highly engaging format for Google Discover, as it offers users a dynamic way to consume information. Consider adding short videos that summarize or complement your articles.

• Practical Example: For a news story on technological advancements, create a brief video overview or an interview with an industry expert. Embed the video within your article and optimize the video’s title and description.
• Why This Works: Video content often performs well in Discover, providing users with an additional way to engage. Since Discover values multimedia, integrating videos can help your content reach new audiences.

12. Measuring Success: Key Metrics for Discover Optimization

Monitoring key metrics is essential to determine if your Discover optimization strategies are effective. Use metrics like click-through rate (CTR), average time spent on page, and bounce rate to assess your success.

• Practical Example: If you see a high bounce rate on certain articles, evaluate the headline and image choice, and consider revising the structure to improve readability.
• Why This Works: Adjusting content based on performance metrics allows for continuous improvement, making each article more likely to attract and retain users.

Also Read: How to Get Your Website on Google: A Step-by-Step Guide

Summary of Google Discover Best Practices

Incorporating these strategies can help ensure that your news articles are optimized for Google Discover:

1. Use Descriptive and Clear Headlines that avoid sensationalism.
2. Prioritize High-Quality Images that are directly relevant to the content.
3. Create Timely and Unique Content that provides readers with fresh perspectives.
4. Encourage Readers to Follow Your Site using Google Discover’s follow feature.
5. Optimize for Mobile Devices to enhance user experience.
6. Utilize the Discover Performance Report to identify top-performing content.
7. Target Local Audiences by incorporating location-specific keywords.
8. Offer Multiple RSS Feeds to cater to different reader interests.
9. Adapt to Traffic Fluctuations by tracking trends in reader interest.
10. Incorporate Video Content to provide multimedia experiences.

By following these best practices, news publishers can boost their presence on Google Discover, reaching a more targeted audience and enhancing long-term engagement. Remember, the key to success with Discover lies in creating quality, visually appealing, and timely content that resonates with the personalized needs of each reader.

FAQS on Google Discover for News Publishers

Q1. What types of content perform well in Google Discover for news publishers?

Content that is timely, relevant, visually engaging, and caters to current interests performs well. High-quality images, insightful stories, and unique perspectives are especially effective.

Q2. What are Google Discover’s image guidelines for publishers?

Use high-quality, large images (at least 1200px wide) that reflect the article’s theme. Avoid logos and choose compelling visuals to improve content appearance in Discover.

Q3. How do I improve engagement on my articles in Google Discover?

To increase engagement, create compelling content that tells a story, provides unique insights, and is visually appealing. Avoid using exaggerated titles or images to attract clicks, as this can reduce trust and engagement over time.

Q4. How can I track my Google Discover traffic?

Use the Discover Performance Report in Google Search Console to monitor impressions, clicks, and CTR. This data helps you understand your Discover performance trends and optimize accordingly.

Q5. What are the best practices for creating Google Discover-friendly content?

Focus on user-centric content with engaging visuals, avoid clickbait tactics, and use descriptive, non-misleading titles. Content should cater to current trends, news events, or user interests.

Q6. What role does the Follow feature play in Google Discover, and how can I optimize for it?

The Follow feature lets users receive updates from websites in Discover’s Following tab. Publishers can optimize by ensuring their RSS or Atom feed is set up correctly, which helps users follow their content.

Q7. Do video content and multimedia perform better in Google Discover?

Yes, multimedia content such as videos and interactive graphics often perform well as they are more engaging. Use the Video & Audio schema to optimize for Discover and attract more views.