The document discusses the optimization of Google Discover and the importance of integrating SEO with content marketing strategies. It emphasizes the need for understanding user intent and incorporating personas while providing practical tips for optimizing Google Web Stories, including design and SEO recommendations. Key highlights include creating engaging content, ensuring proper metadata usage, and maintaining high-quality materials.

1. Google Discover Optimisation
with Google Web Stories
Felipe Bazon | Hedgehog Digital
SLIDESHARE.NET/FelipeSplinter
@SEOBAZON

4. Google Discover
Discover surfaces content
primarily based on what
Google’s AI/ML systems
believe to be a good
match with a user’s intent.
Source: Google Search Central
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5. HOW IS GOOGLE DISCOVER
CHANGING THE SEO GAME?
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6. By creating an even bigger intersection
between SEO and Content Marketing
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7. By forcing us SEOs to
incorporate the concept
of Personas once and
for all in our strategies.
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8. By making search intent
more important than ever.
Source: Hedgehog Digital Blog
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9. By generating a unique
type of engagement
between consumers
and brands.
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10. By becoming a substantial
source of organic traffic…
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11. HOW TO OPTIMISE FOR
GOOGLE DISCOVER?

12. Source: SEJ
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13. Source: SEJ
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14. Source: Google Search Central
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15. Results were far from great!
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16. @SeoBazon #BrightonSEO

18. Source: Web Stories on Google
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19. We had tested it previously …
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20. But we couldn’t
figure it out where
that traffic was
coming from!
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21. @SeoBazon #BrightonSEO

22. @SeoBazon #BrightonSEO

23. GOOGLE WEB STORIES
OPTIMISATION TIPS
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24. For WordPress websites
Source: https://wordpress.org/plugins/web-stories/
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25. Other Platforms …
Source: https://wordpress.org/plugins/web-stories/
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26. Source: https://wordpress.org/plugins/web-stories/
Design
Do not exceed 280
characters per page.
@SeoBazon #BrightonSEO

27. Source: https://wordpress.org/plugins/web-stories/
Design
Don’t block text,
make sure to it
resizes to fit various
device sizes.
@SeoBazon #BrightonSEO

28. Source: https://wordpress.org/plugins/web-stories/
Design
Keep text within
bounds and avoid
burned in text.
@SeoBazon #BrightonSEO

29. Source: https://wordpress.org/plugins/web-stories/
Design
Use animations to bring
your stories to life.
@SeoBazon #BrightonSEO

30. Source: https://wordpress.org/plugins/web-stories/
SEO
Good ol’ high-quality
content.
@SeoBazon #BrightonSEO

31. Source: https://wordpress.org/plugins/web-stories/
SEO
Keep your titles short.
Less than 70 characters
is recommend.
@SeoBazon #BrightonSEO

32. Source: https://wordpress.org/plugins/web-stories/
SEO
Make sure Google
Search can crawl and
index it.
@SeoBazon #BrightonSEO

33. Source: https://wordpress.org/plugins/web-stories/
SEO
All Web Stories must be
canonical.
@SeoBazon #BrightonSEO

34. Source: https://wordpress.org/plugins/web-stories/
SEO
Use metadata. Title,
Description, OGP and
Twitter Cards.
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35. Source: https://wordpress.org/plugins/web-stories/
SEO
Use Structured Data.
@SeoBazon #BrightonSEO

36. DO GOOGLE WEB STORIES
APPEAR IN GOOGLE.CO.UK?
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37. @SeoBazon #BrightonSEO
Source: SEMrush

38. @SeoBazon #BrightonSEO
Source: SEMrush

39. @SeoBazon #BrightonSEO
Source: SEMrush

40. @SeoBazon #BrightonSEO
Source: SEMrush

41. @SeoBazon #BrightonSEO
Source: SEMrush

42. @SeoBazon #BrightonSEO
Source: SEMrush

43. Source: Hedgehog Digital Blog
@SeoBazon #BrightonSEO

44. THANK YOU!
Felipe Bazon
@SeoBazon
@seobazon
SLIDESHARE.NET/FelipeSplinter