By Damien Alcock

In the vast world of digital marketing, standing out can sometimes feel like an insurmountable challenge. Yet, there’s a realm within Google that has been quietly transforming how businesses get noticed: Google Discover. 

But what exactly is this feature, and more crucially, what kind of content gets to grace its personalised feed? If you’ve ever wondered how to boost your brand’s visibility without relying solely on user-initiated searches, you’re in the right place. 

In this blog, we’ll share all you need to know about Google Discover and the precise content elements that dominate this space. With a blend of expertise, passion, and just a touch of our own tested secrets, we’re here to empower you with insights that could very well be your business’s next big breakthrough.

The Dynamics of Google Discover

Personalised User Experience

One size doesn’t fit all in the realm of digital marketing. And Google, being the tech titan that it is, grasps this concept fully. But Google Discover is a platform meticulously tailored to individual users based on their unique online behavior. Remember those articles you stumbled upon that felt eerily aligned with your recent thoughts or searches? That’s Google Discover at work.

For businesses like yours, this is a golden opportunity. The key? Understanding your target audience’s interests inside out. You see, by honing in on topics, products, or services that resonate with your audience, you dramatically increase the chances of your content appearing on their Google Discover feed. It’s a clear testament to the age-old adage: know your audience. And in this context, that knowledge can translate into unprecedented visibility on Google Discover.

Real-time Relevance

Now, knowing your audience is only part of the equation. Staying relevant in real-time is the other half. The digital world thrives on what’s current, what’s trending, and what’s making waves at this very moment. Google Discover is no exception. It places a premium on timely, updated content.

Have you ever noticed how breaking news or trending topics often dominate the Discover feed? That’s not by accident. Google Discover has an affinity for “fresh” content, especially when it aligns with what’s buzzing in the global or local zeitgeist. For businesses aiming to secure a spot in that coveted feed, this means two things: consistently updating content and ensuring it aligns with current events or industry trends.

So, if you’re launching a new product, or there’s a significant event related to your industry, don’t wait. Craft content around it. Be among the first to offer insights, analyses, or perspectives. Not only does this position you as a thought leader, but it also maximizes your chances of appearing on Google Discover.

Crafting Content That Resonates

The Power of Visuals

Content is everywhere. But what sets yours apart? Visuals. You might be crafting the most insightful articles, but without compelling visuals, you’re missing a key component. Google Discover, in its essence, is visually driven. Think about it: when you’re scrolling, what catches your eye first? A riveting image or a video thumbnail, right?

High-quality, relevant visuals are not just “nice-to-have” but essential for a platform like Discover. Your images or videos act as the front door to your content, inviting users in. And it’s not just about aesthetics; it’s about relevance. Imagine an article about ‘Top SEO Trends’ accompanied by an unrelated image of a beach. Doesn’t fit, right?

So, what should you focus on? High-resolution images related to your content’s core theme. For instance, infographics, data visualizations, or expert interviews can be pivotal for an SEO-related article. They offer value and provide a visual break from text-heavy content.

User Engagement as a Benchmark

Now, let’s talk about something even Google can’t ignore: user engagement. If you’ve ever delved into SEO, you know how important metrics like bounce rate, dwell time, and click-through rates are. But why? Because they’re direct indicators of your content’s quality and relevance.

When users spend more time on your page, share your content, or engage with it in any form, Google takes notice. And in the world of Google Discover, this is gold. High engagement can propel your content to a broader audience, exponentially increasing its reach.

Remember, Google’s goal is to provide its users with content that’s not only relevant but also engaging. So, when your content checks these boxes, it naturally finds its way to Google Discover.

Mobile-First Approach

In today’s world, where mobile devices dominate, ensuring your content is mobile-optimised isn’t just a suggestion; it’s a mandate. Especially for Google Discover. The reason is simple: Google Discover is primarily accessed through mobile devices.

But what does ‘mobile optimisation’ truly entail? It’s more than just ensuring your website is responsive. You need to ensure the mobile version of your site loads quickly, is free from annoying pop-ups, and offers users a smooth experience. Elements like touch-friendly buttons, easy navigation, and readable fonts can make a world of difference.

Moreover, with Google’s mobile-first indexing, the mobile version of your site plays a pivotal role in how it ranks. So, if you’re aiming for the stars with Google Discover, your mobile site shouldn’t just be good—it should be exceptional.

Upholding the E-E-A-T Principle

In the digital space, especially when maneuvering within Google’s realm, there’s a fundamental principle you can’t afford to overlook: E-E-A-T. It stands for Expertise, Experience, Authority, and Trustworthiness. But how do you make these concepts tangible in your content? 

Establishing Expertise

First things first: expertise is not just about knowing your craft but demonstrating it. When you’re crafting content, the depth and breadth of your knowledge need to shine through. How do you ensure this?

  • Well-Researched Pieces: Before you put pen to paper, make sure you’ve done your homework. This means diving deep into scholarly articles, whitepapers, and other authoritative sources. By grounding your content in research, you not only bolster its credibility but also showcase your dedication to offering value.
  • Demonstrating Through Content: To truly stand out, consider crafting detailed guides, how-to articles, or even in-depth analyses of trends in your industry. When readers see the depth of information you provide, they’ll recognize your expertise instantly.

Experience is Non-Negotiable

Your audience wants to know that you’ve walked the walk, not just talked the talk. Showcase your years in the industry, notable projects, or even challenges you’ve overcome. It’s this experiential knowledge that adds another layer of depth to your expertise, making your insights not just theoretical but battle-tested.

Building Authority

Being an expert is a start, but having others vouch for your expertise? That’s when you truly begin to build authority.

  • Obtaining Quality Backlinks: Think of backlinks as endorsements in the digital world. When authoritative websites link back to your content, it’s a nod to your credibility. But remember, quality trumps quantity. A few backlinks from highly respected websites in your industry can be more potent than dozens from lesser-known sources.
  • Collaborating with Industry Leaders: Consider guest posting on reputable sites, joining expert panels, or even hosting webinars with other industry leaders. These collaborations not only expand your reach but also cement your position as an authoritative voice in your field.

Trustworthiness as a Cornerstone

In an era rife with misinformation, trust is a precious commodity. And once lost, it’s incredibly challenging to regain.

  • Transparent and Honest Content: Always be upfront with your audience. If you’re discussing a product or service, disclose any affiliations. If you’re sharing data, provide sources. Authenticity goes a long way in building lasting relationships.
  • Consistency is Key: Avoid contradicting yourself across different pieces of content. Ensure that your messaging remains consistent, whether it’s on your blog, social media, or any other platform. Inconsistencies can raise red flags for both your audience and search engines.

Tips for Dominating Discover

Long-form vs. Short-form Content

You might have grappled with this perennial question: long-form or short-form, which is the champion of content in the digital arena? When it comes to Google Discover, the playing field tilts slightly towards long-form pieces. Comprehensive, in-depth articles often garner more attention on Discover, as they’re seen as more authoritative and informative. But don’t take this as a cue to stretch your content unnecessarily. The key is depth, not length. When you’re developing a piece, ensure every word serves a purpose and adds value, giving readers insights they wouldn’t find elsewhere.

Harnessing the Power of Social Signals

In the intricate web of digital signals, social engagement emerges as a potential influencer for Google Discover visibility. Although Google hasn’t declared social signals as a direct ranking factor, a correlation exists. Think about it: content that’s widely shared or engaged with on social platforms indicates its popularity and relevance. For businesses, this is a call to action. Prioritize building a robust social media strategy, engage with your audience genuinely, and share your content widely. Remember, it’s not just about shares; meaningful interactions – comments, discussions, and reactions – can amplify your content’s reach and potentially catch Google Discover’s eye.

The Role of Structured Data

Here’s where the magic of search engine optimisation subtly steps in. Structured data, also known as schema markup, helps Google understand the context of your content. By implementing this, you’re essentially offering Google a summarized version of your content’s essence, making it easier for them to categorize and, consequently, showcase it on platforms like Discover.

Now, how do you infuse structured data into your content? Begin by identifying the type of content you have – is it an article, a product review, or an event? Next, use Google’s Structured Data Markup Helper to generate the necessary code. Once generated, embed this code into your webpage’s HTML. Don’t get daunted; many SEO plugins and tools make this process seamless. The effort you put into this can be the tipping point for your content’s appearance on Discover, making it a strategy too valuable to overlook.

Need help building quality backlinks to your site?

If you do wish to build links for your business site, get in touch with a trusted Gold Coast SEO company such as SEO Web Logistics, who provides eCommerce SEO services, Google Ads services, and much more.