Score in Google Discover: optimizing content for personalized feeds

Google Discover is not a traditional search engine. It is a personalized search engine that provides users with content even before they actively start searching. This makes Discover a powerful tool for creating organic reach. However, using Google Discover requires a different approach than classic SEO. Google Discover doesn’t just boost your ranking; relevance, timeliness, and attractiveness are also important.

How Google Discover works

Google Discover compiles search results based on search history, interactions, location, interests, and the type of content. It is no longer about keywords, but about matching content with what users want to see. Additionally, the relevance of the content is checked based on previous interactions.

The focus of Google Discover lies on content that is not only informative, but also responds to trends. (1)

Content formats that perform well

In Google Discover, content types that look good and match the user’s search intent perform particularly well. For example, articles about current events or trending topics often score high.

Content that taps into people’s evergreen interests also performs well. Think, for example, of how-to articles and in-depth information on SEO-related topics. Deep-dive analyses with clear, eye-catching images also score high.

The combination of visual appeal—featuring photos and videos—with high-quality content increases the likelihood that Google will consider your content relevant to a specific user.

Visual optimization

A striking image is crucial. Discover displays content with large, clickable visuals, making the image often the first trigger to click through. Therefore, ensure that images are displayed in high resolution. For this, images must be at least 1200 pixels wide.

Image formats must be suitable for both mobile and desktop. Also, ensure you use images that are relevant and pique curiosity.

Do not use stock images that feel generic; original and branded visuals perform better.

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Titles and metadata

Titles, metadata, and headers do not necessarily have to be keyword-driven in Google Discover. These text elements should pique your reader’s curiosity and summarize your content. Never engage in clickbait. That often leads to low engagement, which harms your visibility. Structured data, on the other hand, does help to provide context to your content. (2)

Authority and reliability

Just like in regular search results, E-E-A-T also plays a major role in Discover. Content coming from trustworthy sources, with clear author information and supporting references, has a higher chance of appearing in feeds.

Publish under your own name or brand, ensure consistent branding, and link your content to reliable external sources where relevant.

Interaction and user behavior

Google Discover takes into account how users respond to your content. Content with a high click-through rate, longer reading time, and high interaction is presented to the user more frequently. Therefore, write strong introductions that hold the reader’s attention. Also, offer internal links to related articles. This way, you create content that encourages sharing, allowing you to reach even more potential readers.

The more high-quality content you create, the greater the chance that you will appear in feeds again.

Consistency and publication frequency

A single search result in Google Discover can cause a traffic spike, but the real benefit comes from publishing content consistently. Post content online regularly, and respond to current events both within and outside your niche. Build a recognizable content profile with text and visuals that follow a consistent style. This increases the chance that your content will be structurally recommended by search engines.

How Discover provided a breakthrough

At a major e-commerce company in the home furnishing industry, I noticed that their organic growth had stagnated. They had strong SEO-driven content, but hardly any visibility in Google Discover.

We created more visual content by posting larger hero images and articles that tap into evergreen interests. This included content centered around themes like ‘Decorating tips for small spaces’ and ‘Sustainable home trends.’

Within three weeks, the first articles appeared in Discover. This accounted for a 38 percent increase in traffic. What stood out was that it wasn’t the new articles, but primarily content on topics that always perform well that was picked up on a massive scale. This was because we made this content visually more attractive.

The combination of regular publication, strong visuals, and recognizable expertise ensured lasting visibility. (3)

Summary

Google Discover is a powerful way to reach new audiences, as long as you capitalize on the factors that determine content in Discover. Focus on visual appeal, timely content, and topics that always perform well. Also, ensure a clear brand identity and publish regularly. Those who view Google Discover as an extension of search results can turn it into a significant source of organic traffic.

Frequently asked questions about Google Discover

Google Discover is relatively new. That’s why I can imagine you might have questions about it. These are the questions I hear most often:

What is the biggest difference between SEO and Google Discover?

SEO revolves around search intent and keywords; Discover, however, revolves around interests and behavior. You don’t appear because people are searching, but because Google expects your content to be relevant.

How important are images?

Images are very important. Google Discover displays large visuals, which is often the first element users look at when deciding whether to click. Images that are at least 1200 pixels wide ensure higher visibility.

Do I always need to create timely content for Discover?

Timeliness helps, but content that taps into evergreen interests performs just as well. In particular, timeless articles with strong visuals consistently perform well over the long term.

Does E-E-A-T also play a role in Discover?

Google evaluates the trustworthiness of your content just as strictly as it does in the regular search results. As a result, E-E-A-T definitely plays a role in Google Discover. Author pages, expertise, and proper citations further strengthen your chances.

How often should I publish content?

Consistency is more important than publishing content frequently. Consistent and regular publication helps Google recognize patterns, which causes you to appear in feeds more often.