Tips for optimising for Google Discover

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Optimising for Google
Discover
Luci Wood // Blue Array Ltd
http://bit.ly/GoogleDiscover
@INCORGNITO_MODE

Hi, I’m Luci Wood
(and this is Milo >)
@incorgnito_mode
Allow: /corgis🐕
Allow: /archery🏹
Disallow: /meat🥩
SEO Director @ B...

“I would
congratulate you
darling but I’ve no
idea what you
actually do”
- My mum, 2019

What is Discover?
Corgi illustrations by Radio

Google Discover uses AI
to recommend content to
users based on their
interests and
interactions.

Essentially Google snoops on
your activity to deliver you more
relevant content
@incorgnito_mode

Where can I ﬁnd Google
Discover?
Google homepage on mobile
Google Search app

I don’t see
Discover in my
Search Console…
WTF?!
Corgi illustrations by Radio

🏎 High performing
content in the
Discover feed
⏱ How frequently
your site appears
in Discover
📊 Comparison of
data from Di...

‘The Discover report is
shown to websites
that have accumulated
meaningful visibility in
Discover.
http://bit.ly/search-co...

Why should I
care about
Google
Discover?
Image by The Pawster

Quick show of hands...
Corgi illustrations by Radio @incorgnito_mode

Who has bought
something on
Amazon
this month?
Corgi illustrations by Radio @incorgnito_mode

Who’s used
Google Discover
in the
last month?
Corgi illustrations by Radio @incorgnito_mode

197 million
Amazon.com
visitors

800 million
Discover users

More than
double
the US
population

With Discover, you can
reach and inﬂuence
potential customers
before they’ve even
begun searching
@incorgnito_mode

This is a big,
delicious
‘search pie’™
@incorgnito_mode

How in the hell do
we optimise for this?
Corgi illustrations by Radio @incorgnito_mode

“The two best ways to
boost the ranking and
performance of your
Discover content are:

“1.) To post
content that you
think users would
ﬁnd interesting…”

“2.) To use
high-quality
images in your
content.”

Cool, done.
Corgi illustrations by Radio
@incorgnito_mode
#BrightonSEO

No, but really. What do we do?
Corgi illustrations by Radio
@incorgnito_mode
#BrightonSEO

How does Discover rank
content?
Content is ranked algorithmically
according to what Google thinks a user
would ﬁnd most in...

A few tips

Shift your
mindset from
keywords to
people

Search volume is
out. Relevancy is in.
Keywords are out
(ish). Topics and
audiences are in.

Learn all you can about
your audience’s lifestyles
and preferences

YouGov proﬁler: bit.ly/YG-proﬁler

Use Google Analytics
Aﬃnity
Categories
Site Search

Creating content
for Discover

Create both fresh and evergreen
content to maximise reach

Understand the different
stages of a customer
journey to guide your
content creation

Why?
Discover can predict your
level of expertise on a
topic and will offer
content based on this.
bit.ly/search-journeys

Let’s get speciﬁc
The stronger the match between your
article's content and your user's
interests, the better your chances...

Look at the SERPs
📝 Featured snippets
🤔 PAAs
🔎 Search intent
💬 Auto suggest

Useful content tools

Optimising for
click through rate
@incorgnito_mode

Optimising for CTR (the good)
● Concise headline
● Clearly outlines
article content
● Eye-catching images

Optimising for CTR (the good)
● Very closely aligned
to the user’s interests
and what’s important
to them
��

Optimising for CTR (the bad)
● Headlines which are
too long and wordy
(or vice versa!)
● Potentially sensitive
or alienati...

Optimising for CTR
(the downright illegal-ish)
● Fake news
● Sensationalist or
misleading headlines
● Clickbait

This is not cool people...

What the
ﬂuﬃng heck
hooman?!
DON’T THROW
CORGIS OUT OF
PLANES!

Oh, iz snow.
Thank furk
for that!
...OR USE CLICKBAIT!

Trustworthy, original,
authoritative content
only.
By order of Her Maj 👑
#UltimateCorgiLady

The visual
side of things

Images should be at least
1,200 px wide

Why?
When Discover cards feature
large images instead of
thumbnail images...

Large image
Thumbnail

🖱5% increase in click through rate

🖱5% increase in click through rate
⌛ 3% increase in time spent on page

🖱5% increase in click through rate
⌛ 3% increase in time spent on page
👍 3% increase in user satisfaction

Happy
meals all
round.
bit.ly/discover-for-webmasters

You’ll need to either use AMP or
complete an opt-in form to give
Google the rights to display your
hi-res images.

Engagement

Sites with content that
users have liked, shared
and interacted with
before are ﬁrst in line
for visibility on Discover.
E...

Great user experience
Valuable content
How to build loyalty

How to build loyalty
Rewards & points schemes
VIP exclusivity
Gamiﬁcation

Let’s get (a bit) technical
Satellite
receivers
Chicken
drummies
Shnack
detector

Mobile friendly site

Pages are indexed by
Google
(and meet Google News
content policies)

No need for
structured
data markup

AMP is
not required
(but it deﬁnitely
helps!)

AMP Stories
Visually-driven, fast-loading,
immersive content, designed
for mobile (and ideal for
Discover!)
Example: bit.l...

Final tip:
Review your Discovery
ads for performance
insights.
bit.ly/discovery-ads

tl;dr
Let’s
recap
@incorgnito_mode
#BrightonSEO

800 million
Discover users

Rip up your
keyword planner,
Discover’s all
about audiences
and relevancy
It was the cat

Personalisation
is at the heart
of Google
Discover

Understand your
audience and their
individual journeys,
challenges and
values
Are we
there yet?

800 million
Discover usersWrite content that’s
new, and new for
users (trending,
seasonal, evergreen)
Can dogs
eat
pumpkin...

800 million
Discover usersClear, concise
headlines,
authoritative
content and no
clickbait

800 million
Discover usersSpeedy site that
offers users a
great experience
on mobile
Fast &
Fur-ious

800 million
Discover usersHopefully with
these tips, you
can go forth and
discover!
@incorgnito_mode
#BrightonSEO

That’s it from me
Read the blog:
https://www.bluearray.co.uk/news/author/luci/
Tweet: @incorgnito_mode
Work with me: bluea...

Thank you!
P.S. - You can also follow Milo on
Instagram (@the_corgasaur)

Share Slideshare

LinkedIn
Facebook
Twitter

Embed

Size (px)

Show related Slideshows at end

WordPress Shortcode

Link

Share
Email

2024 Trend Updates: What Really Wor... by Search Engine Jou... 1042022 views
Storytelling For The Web: Integrate... by Chiara Aliotta 954721 views
Artificial Intelligence, Data and C... by OECD Directorate ... 880306 views
How to Leverage AI to Boost Employe... by SocialHRCamp 370586 views
2024 State of Marketing Report – by... by Marius Sescu 210442 views
Everything You Need To Know About C... by Expeed Software 229923 views

View on Slideshare

1 of 84 Ad

View on Slideshare

1 of 84 Ad