If you’re a webmaster, chances are you’ve wrestled with the nagging question: “How can I drive more traffic to my website?” Low traffic can feel like a nightmare—you’ve put in the effort, yet the numbers just aren’t adding up. So, how do you break free from this poor-traffic rut? The answer is simple: get featured on Google Discover.
In this article, we’ll take a deep dive into the power of Google Discover—how it can bring in a massive audience and why it’s worth your attention. Plus, we’ll share practical tips to boost your chances of getting featured. Let’s dive right in!
Understanding Google Discover
Google Discover is a feature within Google Search that delivers personalized content based on a user’s browsing habits and interests. It is designed for mobile devices and is accessible via the Google Chrome app. Once activated, users will see Discover content displayed under the search bar.
This tool benefits both users and website owners alike. For users, Discover creates a highly personalized news feed filled with engaging content based on their preferences. It offers an easy way to discover new, interesting articles that are relevant at this very moment.
For website owners, Google Discover serves as a powerful traffic source, bringing in a steady stream of highly engaged visitors. This boosted exposure can lead to more subscribers, customers, and overall growth for your online presence.
What Type of Content Appears on Google Discover?
Google Discover is highly personalized and offers a unique experience for each user. It even adapts based on a person’s familiarity with a topic—beginners will see basic content, while experienced users will receive more advanced material.
While Discover primarily features articles and blog posts, it also includes product pages, images, videos, and web stories (which we’ll discuss later). The most common content types on Google Discover include:
- News Content. Important events happening in real time, similar to what appears in the Top Stories section.
- Current Trends. Timely but not necessarily breaking news, such as a review of a newly released movie/book/TV show.
- Celebrity Gossip. One of the top-performing categories on Discover.
- Lifestyle, Health, Entertainment, and Sports. Popular niches that consistently drive traffic.
- Evergreen Content. While Discover prioritizes fresh content, it also includes high-quality, timeless articles.
To increase your chances of being featured on Google Discover, focus on trending topics. Stay updated with Google Trends and major news sources to identify what’s gaining traction.
It’s also important to note that content that performs well on Discover may not necessarily rank well in Search (and vice versa).
Once a reader engages with your brand or content by clicking an article, you’ve taken the first step toward building a connection. That’s why for website owners, creating engaging content is key, as users can actively shape their Discover feed. They can like content to see more of it, dislike topics to reduce their visibility, and select preferred categories to curate content.
How to Get on Google Discover
We know it might seem overwhelming and out of reach, but the truth is that getting your content featured on Google Discover isn’t that different from regular SEO. Just follow the recommendations outlined by Google and listed below and embrace the opportunity to attract thousands or even millions of new users to your website.
Make Your Content Appealing and Relevant
It all boils down to whether users find your content valuable. Your article should address the most common questions on the topic, providing clear and insightful information to stay ahead of the competition. So think of the article’s “stuffing” and make sure it’s rich with relevant details. A great way to draw ideas is by using Google Search: simply enter your topic and scroll to the bottom to see related searches and common user queries.
Don’t overlook audience insights, competitor analysis, and industry research. Understanding these aspects can help you craft compelling content and attract more traffic.
Fine-Tune Your Headlines
One of the easiest ways to optimize your content is by analyzing what your competitors are doing. Is their content showing up on Google Discover? If so, what made that specific piece get featured? Identify the elements that contributed to its success and apply similar strategies to your own content.
Extract the keywords that helped their content get featured, and refine your headlines to align with what people are actively searching for. But remember the rule of thumb—your titles and headings must accurately reflect the content of your article. Misleading headlines won’t get you far.
To find the right keywords, leverage tools like Google Keyword Planner, Ahrefs, Semrush, Ubersuggest, Moz Keyword Explorer, or AnswerThePublic.
Show Your Expertise
Google thoroughly checks sources for Expertise, Authoritativeness, and Trustworthiness (a.k.a. E-A-T) and weeds out those that fail to prove their worth. So, it’s important to show your audience why they should trust you and heed your advice.
It’s All About Visuals
Google Discover is a highly visual news feed, and users are more likely to click on content that grabs their attention. That’s why visual optimization is key to getting featured. Make sure your cover image stands out while staying relevant to the content. People are naturally drawn to eye-catching visuals—use this to your advantage.
The same goes for video. As video content continues to dominate, integrating high-quality, engaging videos into your articles can boost appeal and increase your chances of reaching a wider audience.
Consistent Posting & Link Building
Not only does consistent posting build brand recognition, but it also signals to Google that your content is up-to-date, increasing your chances of appearing on Google Discover. Additionally, updating images and videos can keep older content engaging, while strategic link building enhances domain authority and visibility.
Optimize for Mobile
Great content is just the tip of the iceberg. Technical performance matters, too. Since Discover is primarily a mobile feature, your website must be fully optimized for mobile, offering a seamless user experience and fast loading speeds.
Utilize Structured Data Markup
Google relies on structured data to better understand and categorize your content, increasing its chances of being displayed in search results and Discover. To improve your visibility, provide as much structured data as possible about the entities you’re discussing.
Link Your RSS or Atom Feed
If users enjoy your content, they can choose to receive your articles by following you. So you need to optimize your web pages for this Follow feature by linking your preferred RSS or Atom feed, which Google uses by default. If your site lacks one, Google will automatically generate a feed based on its understanding of your content. However, if you have multiple feeds, you can enhance the Follow experience by specifying which one users should follow for each page.
Test Google Web Stories
Google’s take on the popular “stories” format (similar to Instagram, Facebook, and Telegram) offers an open and searchable way to engage users. Web Stories appear under the Visual Stories banner on mobile, making them a great tool to expand your reach and boost your chances of getting featured on Google Discover. They’re easy to create, interactive, and fun!
Track, Test, Improve
The best way to measure your content’s performance is by tracking statistics in Google Search Console (GSC). Unlike Google Analytics, where Discover traffic appears as Direct Traffic, GSC provides a dedicated tab for monitoring Google Discover traffic.
Use this data to analyze how your content is performing, refine your strategy, adjust keywords, explore new topics, and continuously optimize for better results.
It’s also important to mention that Google has been moving away from AMP in recent years. In 2021, Google introduced a new set of ranking factors called “Core Web Vitals” to determine content ranking in Discover. They include three key metrics that evaluate a webpage’s loading speed, interactivity, and visual stability.
The Takeaway
Google Discover indeed offers a powerful opportunity to boost your traffic and engage with a wider audience. With the right approach, it can become a key driver for your website’s growth. By focusing on SEO and mobile optimization, you can significantly improve your chances of getting featured on Discover.
But that’s not all. RollerAds can help you get featured on Google Discover by re-engaging your audience. Curious how? Stay tuned for our next article on the topic and join RollerAds so you don’t miss out!
