You know how Google search works: A user makes a search query and the search engine’s algorithm then decides which result will land at the top based on various factors. Google Discover, on the other hand, is not based on any explicit need or demand on the part of the user. Rather, Google tries to provide suitable content based on your interests, which are understandable through your behavior. Some publishers now achieve higher reach with Google Discover than with classic search engine optimization.
EAT is important to land on Google Discover
Google Discover is a continuation of the old Google Feed model. For example, you can find Google Discover on your mobile phone if you swipe all the way to the right. In the following you can see a screenshot of how an integration in Google Discover can look. This example is even about transactional content. This means that content does not always only need an informational background in order to be included in Google Discover.
There is no specific user need behind the websites and content displayed on Google Discover. As a result, it is also more difficult for companies to optimize their content for Google Discover. Nevertheless, Google shares some exciting tips in the Search Console help area that can help ensure that your content is more likely to be listed on Google Discover.
- As such, there are no special requirements for your content. Special tags or structured data are not required. In itself, it is sufficient if your page has been indexed by Google.
- Write an interesting title that will grab the reader’s attention. But please don’t make empty promises. The text should keep what it promises in the headline.
- Content that is state-of-the-art has a good chance of responding to current trends and interests. Also pay attention to skillful storytelling, this ensures more engagement with the reader.
- Ensure more transparency for the user and the search engine by providing information about the authors, creators and companies who are behind the content. This has a positive effect on trust in your website.
- Include appealing and high-quality images in your content that arouse interest in the user and have a clear and unambiguous relationship to your content.
Two aspects in particular are mentioned in this article for a good listing on Google Discover:
Good pictures for Google Discover
In its article, Google describes that high-quality images with a width of at least 1,200 pixels lead to a significantly higher click rate.
Google Discover and EAT
The EAT concept stands for Expertise Authoritative Trust. EAT is not a ranking signal, but a concept that Google tries to emulate in its algorithms. A page that meets these requirements has a good chance of appearing prominently on Google Discover. For example, you can ask yourself the following questions about this concept for your website:
- Is the website written by experts?
- Does the site have interesting / insightful content?
- Has the content been researched and written with a reasonable amount of effort?
- Is the language of the content clear and precise?
- Are the contents presented comprehensively according to the topic
- Is there a clear product promise / USP
- Is the page helpful in making a purchase decision?
- Have essential questions for the product purchase been answered?
- Does the selection of products meet expectations
- Would you classify this page as an authority?
- Are the content authors the authorities?
- Would you bookmark this page?
- Could you imagine this content in a print publication?
- Would you share this content on social media?
- Would you trust information from this website?
- Would you trust the site with your credit card information?
- Are there any (noticeable) errors on the page?
- Does the page have its own content?
- Do you think the facts on the page are correct?
- Are the payment and delivery conditions clear?
First analysis of Google Discover in the GSC
But how do you know if your content is showing up on Google Discover? There is a new report tab under the Google search results in the Google Search Console. So you go to the Performance -> Discover report. Here you can find the results of your Google Discover integration. You have evaluations too
- Impressions: How often was your card visible? Only one impression is then measured per result
- Clicks: One click when the user clicks the card, but not when they share the card.
- Click rate: This results from impressions / clicks
Here we have a screenshot from our Google Search Console property. So you can check what the first results look like.
Limited analysis of Google Discover in Google Analytics
You cannot check the traffic from Google Discover in Google Analytics. These do not even enter Source / Medium as “google / organic”, but sometimes as direct / (none). Unfortunately, there is no other pattern, such as device category, browser or operating system, with which you can evaluate the Discover data. The integration of your Google Search Console in Google Analytics does not show you any data on Discover clicks.
With products such as Google Discover or Google My Business, Google is now its own eco-system for which you have to optimize. With a little effort, you can analyze the data for Google Discover and other Google services.
Check the following guide about SEO:
Summary Google Discover
Google Discover is a new way of making users aware of your web presence in search engine optimization. Our first results show that Google Discover is more likely to lead to peaks in the sessions that we measure with Google Analytics. We tend to generate sustainable reach through so-called evergreen articles. You cannot optimize directly on Google Discover, you have to make sure in search engine optimization that you
- have useful content and
- that you build trust and expertise.
- You can find the measurement of the results in the Google Search Console.
- Google Analytics does not allow actual measurement of Discover sessions.