If you live and work in a digital world, you are well aware that the giant that is Google is constantly innovating. And with the adoption of machine learning into the Google search algorithm, we have seen impressive changes in the ability of the search engine to predict our interests and intent behind what we are searching for. This has lead to the introduction of a new feature on the Google app known as Google Discover.
When we think about search engine optimisation we usually think about keywords and meta descriptions, but predictive search should also be a part of this thought process. Because Google Discover is so recent, having only been released in 2018, many people in the SEO industry are still unsure what it is and how it can be leveraged in the marketing world.
We take a look at what Google Discover is and how to optimise for it.
First Things First: What Is Google Discover?
Before we dive deeper into why Google Discover is so important, we need to understand what, exactly, it is. Google Discover can be understood as a content recommendation engine which suggests content for users based on their personal search history and online behaviour. It adds information cards underneath the search box on the Google home page, when Google is being accessed from a mobile device.
Some of the content relates to what the user has been searching for, while some of it is “evergreen content”, which is content that will remain relevant for several years. It is sometimes thought of as a social media feed, but there is no interaction with friends or followers on Google Discover. The content you are shown is based on what Google suggests after looking at your personal browsing history.
When using Google on your mobile phone, one of the upgrades you may see is the Discover Icon on the Search Engine Results Pages that allow you to click through from your query. The changes were made after Google shifted its thinking with regard to user experience, which also had an effect on Search and the Google app.
Google Discover is more visual when compared to how the feed was previously presented, swapping the more text-based aesthetic for one that is more image-focused. It is also more customisable and user-friendly.
So, How Do I Optimise For It?
Now that you understand a little more about what Google Discover you, you are probably wondering how you can optimise your content for this new feature. Below we have some simple tips you can follow to ensure that your content appears in Discover’s feed.
Evergreen, High-Quality Content Is Key
If you have been working with a content marketing or digital marketing agency, then you are likely aware that creating quality content is vital for better SEO rankings. However, if you would like your content to appear on Google Discover, it has to be diverse and it has to garner the interest of searchers.
Any indexed site that is mobile friendly and that plays by Google’s rules can appear in Google Discover results, but the content that is shown is usually only the top post for a high-interest area. Content is related to a specific user’s tastes and intent, so understanding what your consumers are searching for and how you can answer these search queries will help you to optimise your content for Google Discover. It is important to remember that Evergreen content is also more likely to be shown in the feed.
All About Images
Google Discover is a highly visual news feed, which means that, if you would like your content to be shown to users, you will need to have high-quality, optimised images in your content. Discover often shows large images along with text descriptions, and if your content has an interesting feature image as well as images throughout the text, it is more likely to be shown.
You must be sure to add alternative text or alt-text to images so that the search engine understands they are related to the text, and to help improve your overall SEO efforts. If you have a large image that you would like to use, be sure to compress the file so it does not lower your page speed.
Mobile Makes Sense
Because Discover is used on mobile devices, it makes sense that your content and website are both optimised for mobile users. If your content is shown on Discover, it will likely be viewed on a mobile device, and if it is not functional and easy-to-consume, readers might exit your page very quickly.
While there is no definitive proof that Google prefers mobile-optimised sites over others, it is a fact that consumers prefer these sites and will visit them more regularly. Google Discover is more likely to show content that can be viewed on a mobile site. If you would like customised content written for your business in order to appear in search results, contact NetMechanic today to find out what content marketing packages we can offer you.