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If you’re in the SEO game, you’ve likely pondered over Google Discover’s impact on your traffic. With the recent core updates, navigating this channel has become even more critical.

Google Discover, launched in 2018, is a personalized content feed available on mobile devices, soon to expand to desktops. Unlike Google Search and Google News, it tailors content recommendations to individual users, offering a unique avenue for traffic generation.

Why Google Discover Matters for Publishers

Google Discover has emerged as a vital traffic source for media outlets, potentially surpassing other channels in importance. While exact traffic percentages remain guarded secrets, its significance cannot be overstated.

Navigating the Love-Hate Relationship

Google Discover offers both opportunities and challenges. While it connects publishers with audiences and fosters reader loyalty, its unpredictable nature poses headaches for SEO professionals. The platform’s volatility, exemplified by sudden traffic drops after core updates, demands agility and strategic adaptation.

Insights from Experts

Experts in the field offer diverse perspectives on Google Discover:

Barry Adams, SEO Consultant at Polemic Digital, views Discover as a recommendation engine fostering reader engagement but warns against overreliance.

Lily Ray, SEO Director at Path Interactive, underscores Discover’s potential for organic traffic but highlights the challenge of deciphering its algorithm.

Optimizing for Google Discover

To succeed on Google Discover, consider the following strategies:

Trend-Worthy Content: Align your content with trending topics to capitalize on user interest.

Focus on Entities: Prioritize entities over keywords, emphasizing concepts and topics relevant to your audience.

Click-Worthy Titles: Craft compelling, non-clickbait headlines that accurately represent your content.

Engaging Visuals: Incorporate high-quality images and videos to enhance user engagement.

Location Targeting: Tailor content to users’ geographical locations for increased relevance.

E-A-T Compliance: Emphasize Expertise, Authoritativeness, and Trustworthiness to build credibility.

Strategic Internal Linking: Promote content recirculation and leverage high-authority pages to boost visibility.

Buzz Factor: Drive traffic surges through coordinated marketing efforts to signal content relevance.

Optimize Loading Speed: Prioritize page speed and Core Web Vitals for improved user experience.

Utilize Embeds: Incorporate videos, tweets, and Instagram posts to enhance content appeal.

Tracking Discover Traffic

Google Search Console offers insights into Discover performance, showcasing impressions and clicks for individual URLs.

Google Analytics, while not directly tracking Discover traffic, captures clicks from Google News Showcase.

The Google Natural Language API aids in entity extraction and content classification for improved topical authority.

Staying Informed

Follow industry experts for the latest updates and insights on Google Discover, ensuring you stay ahead of algorithm changes and optimization strategies.

Maximizing Discover’s Potential

While Google Discover presents challenges, mastering its intricacies can unlock significant traffic opportunities for publishers. By aligning with user interests, optimizing content, and staying informed, you can leverage this dynamic platform to elevate your online presence and engage a broader audience.