Google Discover is, in essence, the Google version of the popular social media source. In fact, until very recently, Discover was called Google Feed.
Brands will have to focus more on the quality of the content they produce, as well as on the commitment of the audience.
Like other feeds, Google's comes in the form of a series of cards designed to keep users up to date on the stories that interest them the most.
The feed, which is based on a user's browser history, the indicated interests and the learning of the machine, marks a new phase in the Google search, one that does not really require any search by the user.
Instead of relying on users to perform a typical search, Discover provides information to users even before they search for it.
And with more than 800 million users, the Feed has proven to be a success.
As Google continues its efforts to make the search as smooth as possible, it debuted with a large number of new features that will arrive later this year.
One of them was the renewed Google Feed, now called Discover.
Discover updates include:
- New look: The design has been completely redesigned, with an emphasis on visual content. And now, each message will come with a clickable topic header and a Discover icon. By clicking on it, the related content will be displayed.
- Updated content: Before, most of the content that appeared in the Feed was news coverage, but with the launch of Discover Google announced plans to include more content "Ever Green" (the content is not new, but may be new to you). Based on your search history, you will also get content based on your experience with a certain topic (for example, if you are a guitar beginner, it will show you material for beginners).
- More control: At the bottom of each card, you can indicate if you want to see more or less a particular type of content.
- On the Google homepage: Previously, Google Feed was accessible through the Google mobile application, but now Google plans to show it on all google.com mobile browsers.
Optimization for Google Discover
Google Discover represents a major change in the way people use the search engine. Mainly, users no longer have to rely on their own search queries to find the most relevant topics for them.
For brands, it represents a change in SEO.
Without search queries, keyword optimization will not be enough to classify your content in Discover. But the good news is this, many of the SEO rules still apply with Discover.
Here are some to keep in mind.
Create attractive, quality content
As always, a focus on creating high quality content that meets the needs of your readers is crucial for the appearance of content in Discover. But in addition to the quality, you will have to focus on getting the commitment for its content.
Think of your typical social media feed. It is dictated, in large part, but with what you and your friends or followers have interacted more in the past. Therefore, it makes sense that the Discover Feed is based on a similar principle.
The key difference here is this: Discover does not take into account what friends or followers like or share. It is based solely on the content with which you have most involved yourself and this makes building relationships with your users more important than ever.
Think of ways to encourage your potential customers and your customers to participate, through the personalization of email marketing, the benefits of loyalty, the viral social media, etc.
Use images and videos to position yourself in Google Discover
In its announcement, Google said that users would see more images and fresh visual content on the Discover channel. This means that for the content to surface, it must include high quality images (and relevant thumbnail images) and be taken to video when possible.
Create new content and always "Ever Green"
To improve the bet of being attracted to the user's Discover channels, you have to focus on creating a mix of content. As Google said, they will focus on both the freshest and most newsworthy content and the "Ever Green" content.
Make sure your editorial calendar includes space for both, and that you are updating any existing evergreen post.
Build trusted content for your users
Using the sources of social media as a model, another key factor we can remove is the emphasis they place on the reliability of a source.
Facebook, in particular, has taken energetic measures, classifying only "high quality news" in its latest algorithm update.
For Google, it probably means that the more reliable the classification of your content, the more likely it will appear on Discover.
To build trust in Google's eyes, it all comes down to the authority of your site. And its authority, of course, everything goes back to the quality of its content.
It does not hurt to have a link strategy aimed at obtaining links from high quality websites.
Also keep in mind that Google Discover is available in several languages and that Google plans to expand it.
How to get to Google Discover
Think of it this way, Google Discover show the content if you interact with it. All you need to do is get someone to interact with your content and you will have the potential to show the feed.
Get a high score for SEO
- Publish ads of promoted content in Google Ads and make users interact with your website.
- Send content in newsletters by email.
- Promote, promote, promote, promote
The latest from Google represents a new way to classify and optimize content for SERPs.
Brands must take into account that in order to optimize for Discover, they must focus more on the quality of the content they produce and on the promotion.
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