Michael Epps Utley 
Do you want to increase traffic to your website?
Google Discover could help.
This guide explains what you must know to leverage Google Discover effectively as a traffic driver to your digital presence.
What Is Google Discover?
When people think about Google, the tech giant’s search engine capabilities first come to mind. However, there are two other components of the platform: Google Discover and Google News.
Google News is a news aggregator accessible via Google's mobile app and on laptops and desktops. It features content published by different media validated by Google.
Google Discover is a personalized content feed available through the app. On Android phones or tablets, it’s in the browser on google.com. On some devices, it’s a swipe right from the device's home screen.
Google launched Discover in 2018 in a few countries. It soon became popular with businesses and publications because of the website traffic it generated.
Early in the history of Discover, some search engine optimization (SEO) professionals, bloggers, and others noticed an extreme increase in direct traffic from mobile devices, which couldn’t be explained (Google Discover traffic cannot be measured through Google Analytics). Discover's potential as a traffic driver wasn't fully realized until the first details on alternative tracking methods for Discover traffic emerged. With this insight, Discover quickly became a priority for content publishers.
What Types of Content Are Available Through Google Discover?
Google claims the content delivered through Discover is personalized for each user. The feed is based on data about user activity, including anything registered by Google, such as past searches, video views, news topics and sources, location, and followed topics.
The key difference between Google Search and Discover is the first makes you an active searcher for information, and the latter treats you as a passive receiver of it. With Google Discover, you scroll and are offered content based on your profile and previous online activity. In some ways, it’s similar to an algorithmic social media feed.
On iOS devices, you access Google Discover through the Google app or Google Chrome. On Android devices, you can find it by scrolling to the left on the Google app.
Why Is Google Discover Important for Businesses?
Google Discover is a critical traffic driver for all kinds of content developers and publishers, including businesses. For many individuals, it’s an essential source of news and other information. According to some sources, Discover represents on average approximately one-quarter of all traffic to websites. By comparison, Google Search represents about a third.
How to Optimize Content for Google Discover
Here are some tips on optimizing your content so it gets delivered to more user feeds, driving additional traffic to your website.
Monitor Trending Topics
Trends and breaking news are critical components of most people’s Discover feeds. That is why it’s a good idea to create content around topics people currently care about. Stay abreast of trending topics in your industry and check out Google Trends to get fresh ideas.
Focus on Topical Authority
Authority is a central component of Google Search. It’s also a central part of Discover. The platform will only serve a piece if it’s the best and most authoritative about a particular topic.
Avoid Clickbait Titles
Always choose page titles that reflect the essence of the material, but not in a clickbait way—never over-inflate the value of the content in the title. Avoid tactics that cater to morbid curiosity, titillation, or outrage just to make a piece seem more appealing.
Focus on Images
When people view their Discover feeds, the images most likely to catch their attention are things like detailed shots of delicious food, close-ups of faces expressing emotion, or dynamic activity. Make a point to always use high-quality images in your content, especially large ones that are more likely to generate visits from Discover.
Pay Attention to Your Audience’s Location(s)
Discover's algorithm takes location into account in order to show users content related to where they typically spend time. That is why it is essential to know where prospective readers and viewers are typically located and address it in your content. This is particularly important for local businesses.
Follow E-E-A-T
Experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) are critical components of the Google Search and Discover algorithms. If you work with well-respected writers or leaders in your field, feature their profiles with their content. It signals to Google that your material is high quality and can be trusted.
Include Internal Links
Your home page is the one Google crawls most frequently. Adding links to new content to your home page will help Google’s bots find it, making it more likely to be served up in Discover.
Generate Buzz
Buzz is all about generating a high volume of traffic in a short period of time. This indicates a high interest in timely content. It often is a positive signal to Google that it should push out the material to more people in Discover.
Google Discover: The Bottom Line
Don’t miss out on a critical way to drive traffic to your website. Google Discover can be a powerful way to do that. Leverage the tips in this guide to make the most of the platform's possibilities.
