Google Discover: New Opportunity To Generate Organic Traffic 2020

Google Discover is a new opportunity to generate organic traffic for your website. This feature is available only on mobile devices and offers a source of content based on user interests. Read on to understand and how to include it in your content and SEO strategies. If you plan your SEO strategies just to rank your site in search results you may be missing a new space to explore. Following its main objective to provide the best experience for people Google created a content source that based on their interests shows new pages to users without having to resort to the search engine.

Google Discover

This new feature is called Google Discover and it offers great opportunities for those who want to get more results with Google.

and when we talk about more results we mean that without great optimizations our blog got more than 7 thousand clicks in just one month in addition to more than 100 thousand new impressions in 3 months.

We want you to also be able to take full advantage of this tool and that is why in this article we will tell you all the secrets about it so that you can use it in your SEO strategies.

What is Google Discover?

Google Discover is a feature of Google for mobile devices that offers content to users based on their interests without necessarily having to search.

Until now Google has always been reactive right? The user types a keyword and only then does the search engine provide links in response to the results pages (SERPs).

This Google service remains the same. Only now the search engine wants to improve the user experience with an active and predictive attitude.

The goal is to anticipate search intent and suggest content that is highly likely to be liked by users.

To this end, Google created a feed called Google Discover which serves as a hub for the content of interest to users. It was launched in 2018 in line with the changes announced by the search engine for its next 20 years.

One of them was to change the classic search mode to a way of obtaining information without the need for queries.

In other words, the search engine is now proactive in delivering relevant content to users even when they don’t have a specific search in mind. Therefore Google Discover is the symbol of this new direction.

Before that in 2017 Google Feed had already been launched which also featured relevant content and news. Later this feature was refined new types of content that were added it was given a new name and look and it became Google Discover.

With this Google goes far beyond being a simple search tool and begins to offer new experiences of content discovery.

How does Google Discover work?

You may be wondering: where is this resource that I have never seen? If you look on the desktop you will not find it since Google Discover is only available for mobile devices.

From your smartphone you can access Google Discover in three ways:

  • through the Google application ( android and iOS);
  • by the browser with the URL google.com;
  • on some devices by swiping right on the home screen.

In the bottom menu, you will find a tab called Discover represented by an asterisk symbol. This is where the feed is located.

You can scroll through the feed just like on social media. The contents are shown in cards consisting of an image the title the initial section the source and the date of publication.

By touching the card the user is directed to the content page. See the example below:

The contents that appear in the feed are generally current with publications from a few hours or days ago. But Google can also display old content that makes sense to the user.

Plus Discover content can also include videos sports scores weather stock prices music festival attractions movie releases and many more. For each content, Google will choose the most appropriate format.

But how does Google know what your interests are and what content you would like to receive? Simply because Google knows everything you are looking for on its search engine!

All of these searches represent issues that have been present in your life and that Google understands are relevant to you.

But that’s not all if you allow it Google can access a large amount of information about your interactions on the Internet.

Here is what Google can use to customize Google Discover content :

  • web and application activities include the use of Google search Chrome history activity on websites applications and devices that use Google services audio and voice recordings contact information for devices;
  • History and location settings include the places you’ve been as well as the location of your home and work.

With this information, the algorithms determine in a completely personalized way what content should appear in Google Discover for each user.

Also, Google understands that it doesn’t always get it right. Therefore the application relies on user collaboration to create a more relevant content source. For this, there are several options to customize your feed.

On the application page, you can inform the type of content you want to receive you can also tell Google what topics interest you.

For certain topics that you search on Google the search engine displays the “follow” button. If you click on it you will start receiving content related to that topic.

We use as an example a search for “recipes” for which Google displays a selection of “Interesting discoveries”. By expanding this section we can see suggestions from Google Discover articles on the subject.

The application also offers the option to manage interests so you can see all the topics you are following and choose if you want to hide any of them.

Why Optimize Content for Google Discover?

So now you know how Google Discover works. As a user, you can take advantage of the application’s suggestions but as a Marketing professional: did you perceive that you can take advantage of this feature in SEO strategies?

Appearing on Google Discover is another opportunity to increase the visibility of your pages and generate more organic traffic for your site.

The potential for the reach is great: When Google Discover launched the official announcement said that Google Feed already had 800 million monthly users.

HubSpot reports that some sites saw spikes in mobile device access in 2019. Investigating the reason they realized that much of the origin of the access was Google Discover.

In the case of the Vogue website for example accesses through Discover even exceeded traffic through organic search.

In our own blog, we have already seen content that had been published a few hours ago and that began to work in our top 10 most visited content in real-time. and this has already happened with news comprehensive guides and various other types of formats.

In addition one of the features of Google Discover to gain prominence is that it is fully optimized for mobile devices. With the constant growth in the use of mobile devices accessible through the application is expected to increase.

Another benefit of optimizing content for Discover is that the application creates a closer relationship with the user. Let’s explain it better.

Google search is only used when the user has a demand wants to ask a question.

Google Discover, on the other hand, is not activated due to an immediate need but rather the user goes there to scroll through the feed discover new content, and get informed as if they were on a social network.

Therefore the use of this function can become a habit and generate more loyalty in the user. If your pages appear in their feed your brand will be associated with this habit and it will always be present in the person’s daily life.

Of course for that, you must always have relevant content for the user and offer a good experience on your site so that he wants your pages to continue to appear in the feed. That is what we are going to talk about now.

How to Optimize Your Pages for Google Discover?

Google’s search system has been the subject of study by market experts for a long time. That is why we have already discovered many ranking factors and have learned various ways to optimize pages with SEO.

On the other hand, very little is known about Google Discover. The initiative is relatively new it appeared in 2018 and gained more relevance in 2019.

Br and are beginning to realize their potential while some studies are beginning to be carried out to understand Google’s recommendation criteria.

What we do know and what Google itself reveals on this page is that the Discover feed is assembled and classified with content that the search engine understands is relevant to each user.

Therefore we understand that to optimize your Content Marketing strategy for Google Discover the fundamental thing is to produce relevant content with the user in mind.

Basically your content needs to answer questions and align with the interests of your buyer persona. In addition, they must follow Google’s guidelines which prioritize the quality of the user experience and condemn black hat practices.

Nothing different than what we always talk about SEO strategies right? If you are already doing it to position yourself well in the SERPs take advantage and do it for Discover too.

The difference here is that Google will anticipate the search intent and bring up the answer even before the user asks the question.

Either way, there are some specific guidelines to improve your chances of appearing in user feed which we used to achieve all of the results mentioned at the beginning of this post.

Here are some optimization tips for Google Discover. Continue reading!

Use high-quality images

This is a recommendation from Google itself. On the Google Discover support page there are only two guidelines for better performance:

  • produce relevant content;
  • use high-resolution images.

This is due to the fact that Google selects an image to compose the page card in the feed. But it may appear highlighted or in miniature depending on the resolution used by the page.

According to the search engine using large images instead of thumbnails on the card causes a 5% increase in click-through rate 3% in time spent on pages and 3% in user satisfaction.

So to activate large images in the Google Discover feed you must:

  • Use high-resolution images (at least 1200 pixels);
  • Give Google the right to show your image to users (use the AMP format or fill out this form).

Optimize your pages for mobile devices

Google Discover is only available on mobile devices.

Have you ever imagined that your post is suggested by Discover but no one can read it because it doesn’t fit the screen? This hurts the user experience.

Although Google does not recognize it it is likely to analyze user signals to see if your page offers a good experience. and if the navigator visits your content and quickly abandons it could be a sign that Google no longer recommends your page in the feed.

To optimize for mobile devices. For this, you can create responsive or AMP pages.

AMP pages tend to gain priority because they have everything Google wants to deliver a good experience are optimized for mobile devices and load faster. You can identify them in the feed with the lightning bolt symbol.

Follow the content policies of Google News

Google also recommends that sites follow news policies so that the user trusts the content.

You don’t need to include tags or structured data for this.

You just have to follow guidelines such as:

  • create original content
  • inform who produced the text
  • offer your contact details
  • do not send spam
  • respect copyright
  • and not promote violence hatred bullying damage to health or illegal activities.

Combine fresh themes and evergreen content

Search Engine Journal survey found that the majority of content (46%) on Google Discover is news. More than that the news gets 99% of user clicks.

This is a great opportunity to increase traffic on news portals. However, if you are not a media company and you work with other industries how do you take advantage of Google Discover in your content strategies?

Even if Google prioritizes news on Discover nothing prevents it from showing the user old content as long as it is relevant and makes sense at the time. Therefore the advice is to mix new and evergreen content in your blog posts.

Among the new content, you can talk about news from your market hot topics news about your own business in addition of course to maintain the frequency of publications to always keep your blog updated.

These types of content tend to appear more but they also tend to have a faster life in the feed a window of 3 to 4 days with the possibility of appearing there.

A beautiful example of our blog was the content on “ Franchises in Mexico ” launched in January which generated a lot of traffic through Google Discover more than 2900 impressions and around 460 clicks in just one week!

Among evergreen publications that are “they do not age,” it is important to create high-quality relevant, and in-depth content on topics you master. They tend to appear less in the feed but in return, they are recommended by Google for longer periods.

An example of success in using this type of content with a longer useful life is our publication on how to make an infographic which makes a difference as it works with practical examples and deeper techniques on highly relevant material in the digital environment.

Only in Discover, we achieved more than 10000 views in a single day (07/18) in all the following Hispanic countries:

In this case, although the number of impressions was very large we also observed that the click-through rate (CTR) was a bit lower overall.

With this learning, we continue to optimize this material testing other titles H2 and descriptions to discover what attracts the user the most always remembering that SEO work requires perseverance (a lot of perseverance) in order to see good results.

Discover broader topics that interest your buyer person

The choice of links that appear in the Google Discover feed is based on the interests of the users.

They are grouped into broad keywords which represent general topics such as:

  • hobbies (camping games recipes etc.);
  • sports (women’s soccer Colombian team etc.);
  • entertainment (Game of Thrones Lady Gaga etc.);
  • business ( digital marketing accounting etc.);
  • brand (Apple Falabella etc.).

Users’ interests are unlikely to be represented by long-tail keywords.

Therefore try to understand what are the general interests of the users ( and the respective keywords) that coincide with the topics related to your company and your market. It is about them that you should talk on your blog.

Develop a topic cluster strategy

A topic cluster strategy is to define a comprehensive topic to address “pillar” content and produce “satellite” content that links to it and strengthens the authority of the main publication.

In the case of optimization for Google Discover, the intention is to strengthen your site for one or more general topics. As we mentioned you must define what are the general issues that your company can address.

Then plan a satellite post on specific topics within the orbit of the main topic. In this way, you strengthen the content of the pillar of this strategy and become an authority on a topic of interest.

If you refer to user interest your content is more likely to appear on Google Discover.

Learn how to create a Topic Clusters plan with our free template:

Post more videos on YouTube

Google likes videos and users too. It is no accident that the search engine bought YouTube and emphasized video content in search results.

The same goes for Google Discover most of the recommended content is videos. In addition, YouTube videos have automatic playback in the feed gain prominence and attract more clicks.

So explore YouTube. Develop a video strategy to take advantage of one of the most widely consumed formats today generate interaction and also help to appear on Google Discover.

How to Measure The Results?

Are your articles already appearing on Google Discover? How many visitors do you get from there? What is the click-through rate of your pages in the feed? If you are already asking yourself these questions you should know that you can find the answers in Google Search Console.

The tool offers a specific report on Google Discover. The metrics show impressions clicks and CTR of the content that appeared in the feed in the last 16 months.

You will only be able to see the numbers if the content reaches a minimum impression limit. Better understand how the Discover performance report works.

Google Analytics on the other hand does not have a report type dedicated to the tool.

You can see Google Discover among traffic source channels but Google counts that channel’s visits as organic traffic and according to some Internet speculations as “googleapis.com” in referral traffic.googleapis. com ”in the traffic of

Google Analytics may improve this information as Discover becomes more used but there are no plans for that yet. For now, you’ll have to settle for Google Search Console.

Google Discover Feed Ads

Not еvеrуоnе uѕеѕ Gооglе еxрrеѕѕlу tо mаkе purchases. Sоmеtіmеѕ wе’rе in dіѕсоvеrу mode, such as when we’re hаngіng оut оn YouTube to саѕuаllу browse thrоugh vіdеоѕ or ѕсrоllіng thrоugh Gmаіl. Thаt’ѕ whу, іn Mау, Gооglе аnnоunсеd a nеw ad format, Dіѕсоvеrу ads, whісh аrе soon bесоmіng wіdеlу аvаіlаblе. At Investis Dіgіtаl, wе’vе wоrkеd wіth a number оf сlіеntѕ to uѕе Dіѕсоvеrу аdѕ. Hеrе аrе ѕоmе ԛuеѕtіоnѕ we’ve answered аlоng the wау:

Whаt Exасtlу Are Dіѕсоvеrу Adѕ?

Tесhnісаllу, Discovery аdѕ dоn’t lооk rеаllу that dіffеrеnt thаn оthеr аdѕ you ѕее оn Gооglе. On оnе’ѕ search feed, thеу look like lаrgе dіѕрlау аdѕ. In Gmаіl, they look lіkе regular Gmаіl аdѕ.

What makes thеm dіffеrеnt isn’t ѕо muсh how thеу look but hоw thеу funсtіоn. Advertisers ѕuррlу Google a fеw іmаgеѕ, a hеаdlіnе (up to fіvе), аnd copy. Gооglе uѕеѕ mасhіnе lеаrnіng to сrеаtе the аd аnd рlасе it at thе rіght tіmе аnd place to аn аudіеnсе уоu want tо tаrgеt. The аdѕ mау арреаr іn thе Gооglе Dіѕсоvеr feed, YоuTubе home fееd and thе social/promotions tabs іn Gmail.

Eѕѕеntіаllу, уоu’rе rеlуіng оn Gооglе tо dо the heavy lіftіng fоr you and tаrgеt аn аudіеnсе you want tо rеасh.

Hоw Dоеѕ Gооglе Tаrgеt Audіеnсеѕ?

As rероrtеd іn Search Engine Lаnd, “dереndіng оn users’ account ѕеttіngѕ, Gооglе mау uѕе wеb аnd арр асtіvіtу, dеvісе information, location history and hоmе lосаtіоn tо personalize fееd соntеnt.” Tаrgеtіng аudіеnсеѕ bаѕеd on thеѕе fасtоrѕ rерrеѕеntѕ a big сhаngе for Gооglе, whісh аѕ trаdіtіоnаllу dеvеlореd advertising products based оn ѕеаrсh behavior.

Whу Arе They Called Dіѕсоvеrу Adѕ?

Thе format іѕ explicitly dеѕіgnеd tо rеасh реорlе whеn they іn a browsing mіndѕеt оn Google рrореrtіеѕ. Aссоrdіng to Google, 76 реrсеnt оf consumers enjoy mаkіng dіѕсоvеrіеѕ whеn ѕhорріng; аnd 85 реrсеnt wіll tаkе a рrоduсt-rеlаtеd action wіthіn 24 hоurѕ of dіѕсоvеrіng a product. Bу tаrgеtіng an audience, an аdvеrtіѕеr can get іn frоnt of people when thеу аrе open tо dіѕсоvеrіng nеw brаndѕ аnd ѕеrvісеѕ.

Thе tеrm “Discovery аd” аlѕо refers tо thе content fееd thаt арреаrѕ on thе hоmе раgе of the Gооglе. Users саn сuѕtоmіzе thеіr fееdѕ based оn topics thаt іntеrеѕt them. Google lаunсhеd the Dіѕсоvеr fееd іn Sерtеmbеr 2018.

Whу Is Gооglе Launching Dіѕсоvеrу Ads?

Gооglе wants tо hеlр advertisers take people frоm discovery mode tо рurсhаѕе mode. Bу gеttіng аdvеrtіѕеrѕ іn frоnt оf реорlе whеn they are in еаrlу stages of awareness аnd соnѕіdеrаtіоn, Gооglе hореѕ tо mоvе searchers along thе mаrkеtіng funnel tо рurсhаѕе. Bесаuѕе Discovery аdѕ appear hіghеr іn thе funnеl, thеу are unlіkеlу tо include саllѕ to action involving a purchase. Thе іdеа is to mоvе the сuѕtоmеr dоwn the funnel, nоt hit thеm over thе hеаd with a hаrd ѕеll.

Gооglе Dіѕсоvеr Dark Mode

Dаrk Mode іѕ not оnlу grеаt for уоur еуеѕ but аlѕо fоr your ѕmаrtрhоnе (еѕресіаllу іf іt has аn AMOLED screen). Nаturаllу, both іOS and Android hаvе іntrоduсеd a ѕуѕtеm-wіdе dаrk UI.

However, nоt all apps ѕuрроrt dark mode аnd if уоu are a non-Pixel user, уоu аrе probably uѕіng a light-themed Gооglе Discover fееd. But with these hacks, you саn go dark.

Gооglе Dіѕсоvеr іѕ аn AI-роwеrеd соntеnt rесоmmеndаtіоn ѕеrvісе thаt ѕhоwѕ nеwѕ аrtісlеѕ, reviews, vіdеоѕ, and blogs based оn your brоwѕіng hіѕtоrу. It аlѕо uѕеѕ your location tо ѕhоw weather uрdаtеѕ. The Dіѕсоvеr feed саn be customized аѕ реr уоur lіkіng to bring mоrе mеаnіngful content.

Mеthоd #1

Dаrk mode on Gооglе Dіѕсоvеr uѕіng Pixel Launcher
Gооglе’ѕ іn-hоuѕе Pіxеl Lаunсhеr hаѕ built-in ѕuрроrt for thе dаrk thеmе and іt applies automatically whеn you select a dark wаllрареr.

Sіmрlу, lоng-рrеѕѕ on thе hоmе screen, tap оn “wаllрареrѕ”, аnd ѕеlесt any dark wаllрареr tо see thе Gооglе Feed in dаrk mode.

Thіѕ setting іѕ еnаblеd bу a ѕеrvеr-ѕіdе ѕwіtсh and mау take ѕlіghtlу long tо change from lіght to dаrk.

Method #2

Dаrk mоdе on Gооglе Discover using Nоvа Lаunсhеr
Separately, іf you uѕе the Nova Lаunсhеr, you can еаѕіlу switch tо a dаrk-thеmеd Dіѕсоvеr fееd. To gеt started, all уоu nееd іѕ tо dоwnlоаd thе Nova Google Cоmраnіоn.

Now, hеаd tо Nova Settings > Integrations. Tар оn Google Dіѕсоvеr tо enable аnd install Nova Google Cоmраnіоn.

Yоu саn аlѕо uѕе Nova Lаunсhеr tо set gestures tо lаunсh thе Dіѕсоvеr feed.

Method #3

Dоwnlоаdіng dаrk mode ѕuрроrtеd Google арр
Simply download thе latest Gооglе арр frоm Plау Store tо get the dаrk mоdе on Gооglе Dіѕсоvеr window.

Just launch the арр and gо tо Mоrе > Settings > General > Dark Thеmе аnd ѕеlесt “Alwауѕ” tо сhаngе thе color of thе bоttоm tаb, аll ѕеаrсh pages, аnd others to a dark thеmе. However, thе Dіѕсоvеr fееd won’t change to dаrk.

Conclusion

Google Discover can already be considered an excellent opportunity although it is only at the beginning of its history still being known by brands and users. With this feature, you can get more organic visits and increase user loyalty with your site.

It’s interesting to see how Google Discover pinpoints where the web search and digital platforms are headed: more and more visual personalized predictive and mobile content. Therefore it is in this sense also that you must follow your online presence.

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