{"id":40749,"date":"2020-11-17T16:15:48","date_gmt":"2020-11-17T21:15:48","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=40749"},"modified":"2023-06-15T16:42:11","modified_gmt":"2023-06-15T21:42:11","slug":"google-discover","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/google-discover\/","title":{"rendered":"Google Discover: How to Rank and Drive Traffic"},"content":{"rendered":"<div class=\"intro-txt\">Google Discover is an automatically generated and highly personalized mobile feed based on your online activity. It shows information and news about the topics that interest you, like SEO or&nbsp;golf.<\/div>\n<div style=\"width: 410px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-40738\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/1-google-discover-feed.jpg\" alt=\"1 google discover feed\" width=\"400\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/1-google-discover-feed.jpg 772w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/1-google-discover-feed-205x425.jpg 205w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/1-google-discover-feed-768x1592.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/1-google-discover-feed-741x1536.jpg 741w\" sizes=\"(max-width: 772px) 100vw, 772px\"><p class=\"wp-caption-text\">An example of the Google Discover feed.<\/p><\/div>\n<p>It\u2019s more like a social network than a <a href=\"https:\/\/ahrefs.com\/blog\/alternative-search-engines\/\">search engine<\/a>, but your search activity and history is crucial for providing a relevant and timely feed.<\/p>\n<p>Millions of people see a personalized Google Discover feed on their mobile devices every day, and it\u2019s become a solid source of traffic for many websites since <a href=\"https:\/\/www.blog.google\/products\/search\/introducing-google-discover\/\" target=\"_blank\" rel=\"noopener noreferrer\">its introduction in 2018<\/a>. This is especially true for news and media outlets, many of which now get the bulk of their organic traffic from Discover.<\/p>\n<p>Even our humble little SEO blog got almost 150k clicks from it in the past six months:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"975\" class=\"wp-image-40732\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/2-ahrefs-blog-discover-performance.png\" alt=\"2 ahrefs blog discover performance\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/2-ahrefs-blog-discover-performance.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/2-ahrefs-blog-discover-performance-680x414.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/2-ahrefs-blog-discover-performance-768x468.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/2-ahrefs-blog-discover-performance-1536x936.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Google Discover is still a big unknown, though. And because this topic calls for expert collaboration, we asked a few SEO experts for their insights:<\/p>\n<p><strong><a href=\"https:\/\/www.kevin-indig.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kevin Indig<\/a>&nbsp;<\/strong>- VP of SEO &amp; Content at <a href=\"https:\/\/www.g2.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">G2<\/a><br>\n<strong><a href=\"https:\/\/suganthan.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Suganthan Mohanadasan<\/a><\/strong>&nbsp;- Co-founder and technical SEO lead at <a href=\"https:\/\/snippet.digital\/\" target=\"_blank\" rel=\"noopener noreferrer\">Snippet Digital<\/a><br>\n<strong><a href=\"https:\/\/dantaylor.online\/\" target=\"_blank\" rel=\"noopener noreferrer\">Dan Taylor<\/a><\/strong>&nbsp;- Head of SEO Research &amp; Development at <a href=\"https:\/\/salt.agency\/\" target=\"_blank\" rel=\"noopener noreferrer\">SALT.agency<\/a><br>\n<strong><a href=\"http:\/\/john-shehata.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">John Shehata<\/a><\/strong>&nbsp;- VP of Audience Development Strategy at <a href=\"https:\/\/www.condenast.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cond\u00e9 Nast<\/a>&nbsp;&amp; founder of <a href=\"https:\/\/www.newzdash.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">NewzDash<\/a><\/p>\n<p>But first\u2026<\/p>\n<h2>How Google Discover generates your&nbsp;feed<\/h2>\n<p>To become a great SEO, you need to know <a href=\"https:\/\/ahrefs.com\/blog\/how-do-search-engines-work\/\">how search engines work<\/a>. And we need to understand the same with Discover.<\/p>\n<p>According to <a href=\"https:\/\/support.google.com\/websearch\/answer\/2819496\" target=\"_blank\" rel=\"noopener noreferrer\">Google<\/a>, they use the following data to generate the&nbsp;feed:<\/p>\n<ul>\n<li>Your activity across all Google products (e.g., your search activity, watched YouTube videos, and engagement with Discover results)<\/li>\n<li>Location history<\/li>\n<li>Location settings<\/li>\n<li>Topics you follow<\/li>\n<\/ul>\n<p>Do you see the similarity to social networks now? The feed reflects your hobbies, current interests, and everything else in the world relevant to you. It\u2019s so personalized that it even considers your level of expertise and how important that topic is to&nbsp;you.<\/p>\n<p>For example, half my feed is almost always about SEO since that\u2019s the topic I interact with the most. As you can see, you can even \u201cfollow\u201d the topic of&nbsp;SEO:<\/p>\n<p><img decoding=\"async\" class=\"wp-image-40734\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/3-follow-topic.jpg\" alt=\"3 follow topic\" width=\"400\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/3-follow-topic.jpg 772w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/3-follow-topic-205x425.jpg 205w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/3-follow-topic-768x1592.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/3-follow-topic-741x1536.jpg 741w\" sizes=\"(max-width: 772px) 100vw, 772px\"><\/p>\n<p>Interestingly, you can check how Google categorizes the results in your feed. Suganthan referred me to this method discovered by <a href=\"https:\/\/twitter.com\/VorticonCmdr\/status\/1278055613587652610\" target=\"_blank\" rel=\"noopener noreferrer\">Valentin Pletzer<\/a>,&nbsp;who found out that you can access this information by clicking <em>Send feedback &gt; System logs &gt; Card category<\/em>:<\/p>\n<p><img decoding=\"async\" class=\"wp-image-40728\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/4-card-category.jpg\" alt=\"4 card category\" width=\"400\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/4-card-category.jpg 772w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/4-card-category-205x425.jpg 205w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/4-card-category-768x1592.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/4-card-category-741x1536.jpg 741w\" sizes=\"(max-width: 772px) 100vw, 772px\"><\/p>\n<p>These are the card categories that Valentin came across together with what he thinks they may represent:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-129955\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/spreadsheet-google-discover.png\" alt width=\"1704\" height=\"1380\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/spreadsheet-google-discover.png 1704w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/spreadsheet-google-discover-525x425.png 525w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/spreadsheet-google-discover-768x622.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/spreadsheet-google-discover-1536x1244.png 1536w\" sizes=\"auto, (max-width: 1704px) 100vw, 1704px\"><\/p>\n<p><em>All credit to <a href=\"https:\/\/twitter.com\/vorticoncmdr\" target=\"_blank\" rel=\"noopener noreferrer\">Valentin Pletzer<\/a>&nbsp;for providing this data and insights above.<\/em><\/p>\n<p>For example, we can see that being on Google News certainly helps with Discover performance as it has its own \u201cNEWS_HEADLINES\u201d category. If this is relevant to you, check John\u2019s <a href=\"https:\/\/www.newzdash.com\/guide\/google-news-optimization-news-seo\" target=\"_blank\" rel=\"noopener noreferrer\">guide about Google News optimization<\/a>.<\/p>\n<p>In general, if there\u2019s a demand for your content and it sends the right signals to Google, you\u2019ll be driving Discover clicks from people already interested in that. That\u2019s a huge benefit compared to social media, where posts mostly reach a \u201ccold\u201d audience.<\/p>\n<h2>How to drive Google Discover traffic<\/h2>\n<p>First of all, don\u2019t spend too much time proactively trying to chase Discover clicks unless you\u2019re already far along with your SEO efforts. Most people will be better off prioritizing standard organic traffic. News sites are the exception, but you already know that if you work for&nbsp;one.<\/p>\n<p>Optimizing for Google Discover is an SEO topic that surpasses anything else in terms of uncertainty. The only available data is in your <a href=\"https:\/\/ahrefs.com\/blog\/google-search-console\/\">Google Search Console<\/a>. You can\u2019t analyze your competitors, and so the scale of your research is quite limited.<\/p>\n<p>It\u2019s hard to predict how a particular piece of content will perform in Discover. Speaking from our own experience in the B2B SaaS industry, you\u2019ll most often see 3-5 day traffic spike upon publishing:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"983\" class=\"wp-image-40746\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-discover-traffic-spike.png\" alt=\"6 discover traffic spike\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-discover-traffic-spike.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-discover-traffic-spike-680x418.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-discover-traffic-spike-768x472.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-discover-traffic-spike-1536x944.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>However, some <a href=\"https:\/\/ahrefs.com\/blog\/evergreen-content\/\">evergreen content<\/a>&nbsp;will manage to get constant traction:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"979\" class=\"wp-image-40729\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/7-evergreen-content-traction.png\" alt=\"7 evergreen content traction\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/7-evergreen-content-traction.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/7-evergreen-content-traction-680x416.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/7-evergreen-content-traction-768x470.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/7-evergreen-content-traction-1536x940.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>And sometimes it might be a combination of both patterns:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"976\" class=\"wp-image-40741\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/8-spike-and-constant-traction.png\" alt=\"8 spike and constant traction\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/8-spike-and-constant-traction.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/8-spike-and-constant-traction-680x415.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/8-spike-and-constant-traction-768x468.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/8-spike-and-constant-traction-1536x937.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>However, some content might not even make it into the feed despite doing all the right things. As with almost everything in SEO, you can\u2019t guarantee that X will do Y; it\u2019s all about increasing your chances of a desirable outcome.<\/p>\n<p>Luckily, there are a few <a href=\"https:\/\/support.google.com\/webmasters\/answer\/9046777\" target=\"_blank\" rel=\"noopener noreferrer\">official tips<\/a>&nbsp;on increasing the likelihood of getting your content into Discover, which I cover below together with our unique insights. But first, know that <a href=\"https:\/\/ahrefs.com\/blog\/google-index\/\">indexed<\/a>&nbsp;content needs to <a href=\"https:\/\/support.google.com\/websearch\/answer\/9982767\" target=\"_blank\" rel=\"noopener noreferrer\">adhere to content policies<\/a>&nbsp;to be eligible to appear in Discover. Only then should you focus on the following areas to increase the likelihood of being featured:<\/p>\n<ol>\n<li><a href=\"#have-a-mobile-friendly-website\">Have a mobile-friendly website<\/a><\/li>\n<li><a href=\"#use-unique-high-quality-images\">Use unique high-quality images&nbsp;<\/a><\/li>\n<li><a href=\"#align-your-content-and-metadata\">Align your content and metadata&nbsp;<\/a><\/li>\n<li><a href=\"#publish-content-about-popular-topics\">Publish content about popular topics<\/a><\/li>\n<li><a href=\"#work-on-your-e-a-t\">Work on your&nbsp;E-A-T<\/a><\/li>\n<li><a href=\"#focus-on-entities\">Focus on entities&nbsp;<\/a><\/li>\n<li><a href=\"#become-a-knowledge-graph-entity\">Become a Knowledge Graph entity&nbsp;<\/a><\/li>\n<li><a href=\"#create-buzz-with-your-content-distribution\">Create buzz with your content distribution&nbsp;<\/a><\/li>\n<li><a href=\"#periodically-refresh-your-content\">Periodically refresh your content&nbsp;<\/a><\/li>\n<li><a href=\"#embed-your-youtube-videos-into-articles\">Embed your YouTube videos into articles<\/a><\/li>\n<li><a href=\"#try-web-stories\">Try Web Stories<\/a><\/li>\n<\/ol>\n<h3>1. Have a mobile-friendly website<\/h3>\n<p>Discover is a mobile-only feed, so your site\u2019s mobile experience is hugely important.<\/p>\n<p>At the very least, you need a responsive, <a href=\"https:\/\/ahrefs.com\/blog\/core-web-vitals\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/advanced-pagespeed-guide\/\">fast-loading website<\/a>&nbsp;with limited or no ads, pop-ups, or interstitials. Also, be prepared for May 2021 when <a href=\"https:\/\/ahrefs.com\/blog\/core-web-vitals\/\" target=\"_blank\" rel=\"noopener noreferrer\">Core Web Vitals<\/a>&nbsp;become a part of the <a href=\"https:\/\/webmasters.googleblog.com\/2020\/11\/timing-for-page-experience.html\" target=\"_blank\" rel=\"noopener noreferrer\">ranking algorithm<\/a>&nbsp;because <a href=\"https:\/\/ahrefs.com\/blog\/cumulative-layout-shift-cls\/\">Cumulative Layout Shift<\/a> is not a page speed metric.<\/p>\n<p>If you want to go a step further, consider using AMP. <a href=\"https:\/\/twitter.com\/JShehata\" target=\"_blank\" rel=\"noopener noreferrer\">John<\/a> estimates that more than 60% of all Discover articles are running on AMP. Of course, this number is heavily skewed by news websites, and <a href=\"https:\/\/www.searchenginejournal.com\/amp-seo-everything-you-need-to-know\/375931\/\" target=\"_blank\" rel=\"noopener noreferrer\">SEO opinions<\/a>&nbsp;on implementing it are mixed. But the Discover trend is&nbsp;clear:<\/p>\n<p><img decoding=\"async\" class=\"wp-image-40739\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/9-amp-discover.jpg\" alt=\"9 amp discover\" width=\"400\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/9-amp-discover.jpg 772w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/9-amp-discover-205x425.jpg 205w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/9-amp-discover-768x1592.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/9-amp-discover-741x1536.jpg 741w\" sizes=\"(max-width: 772px) 100vw, 772px\"><\/p>\n<h3 id=\"use-unique-high-quality-images\">2. Use unique high-quality images<\/h3>\n<p>Discover is yet another feed where the image gets the most attention, so you should use great high-quality images for all visual content on the&nbsp;page.<\/p>\n<p>Google recommends that your large images should be at least 1200px wide and enabled by the <em>max-image-preview:large<\/em>&nbsp;<a href=\"https:\/\/ahrefs.com\/blog\/meta-robots\/\">robots meta tag<\/a>&nbsp;or by using AMP. That should be your default setting regardless of Discover, as it\u2019s the best practice for <a href=\"https:\/\/ahrefs.com\/blog\/image-seo\/\">image SEO<\/a>. Plugins like Yoast add this automatically.<\/p>\n<p>You can also use the <a href=\"https:\/\/schema.org\/image\" target=\"_blank\" rel=\"noopener noreferrer\">schema image property<\/a>&nbsp;to provide more data to Google.<\/p>\n<h3 id=\"align-your-content-and-metadata\">3. Align your content and metadata<\/h3>\n<p><a href=\"https:\/\/ahrefs.com\/blog\/title-tag-seo\/\">Title tags<\/a>&nbsp;and <a href=\"https:\/\/ahrefs.com\/blog\/meta-description\/\">meta descriptions<\/a>&nbsp;should summarize the page\u2019s content and entice users to click. Just make sure not to use clickbait or other manipulative tactics here, as Google explicitly warns against these in the Discover guidelines.<\/p>\n<p>An interesting thing we found out by mistake is that Google Discover takes <a href=\"https:\/\/ahrefs.com\/blog\/open-graph-meta-tags\/\">Open Graph meta tags<\/a>&nbsp;into account. We had a typo in one of our <em>og:title<\/em>&nbsp;tags and it went through to the Discover feed despite the title tag being correct. There was a missing \u201cL\u201d at the beginning:<\/p>\n<p><img decoding=\"async\" class=\"wp-image-40736\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/10-discover-og-tags.jpg\" alt=\"10 discover og tags\" width=\"400\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/10-discover-og-tags.jpg 1080w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/10-discover-og-tags-364x425.jpg 364w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/10-discover-og-tags-768x896.jpg 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\"><\/p>\n<h3 id=\"publish-content-about-popular-topics\">4. Publish content about popular topics<\/h3>\n<p>Discover tends to surface lots of timely content about current events, which is why news websites dominate the&nbsp;feed.<\/p>\n<p>But it also surfaces plenty of <a href=\"https:\/\/ahrefs.com\/blog\/evergreen-content\/\">evergreen content<\/a>. Our blog is proof of that. We don\u2019t write about <a href=\"https:\/\/ahrefs.com\/blog\/trending-topics\/\">trending topics<\/a>, but we\u2019re still getting tens of thousands of clicks from Discover each&nbsp;month.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1424\" height=\"1048\" class=\"wp-image-40737\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/11-ahrefs-blog-discover-traffic.png\" alt=\"11 ahrefs blog discover traffic\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/11-ahrefs-blog-discover-traffic.png 1424w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/11-ahrefs-blog-discover-traffic-577x425.png 577w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/11-ahrefs-blog-discover-traffic-768x565.png 768w\" sizes=\"auto, (max-width: 1424px) 100vw, 1424px\"><\/p>\n<p>This happens because Discover is a personalized feed and shows content that is new to you, not just new to the Web. For example, let\u2019s say that you\u2019re about to start investing in the stock market, which requires quite a bit of research. You\u2019ll probably encounter articles in your Discover feed about investing tips, stockbroker comparisons, and other beginner stuff that could have been published months ago.<\/p>\n<p>How do you target evergreen topics? It starts with <a href=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">keyword research<\/a>. Just enter a few broad topics into a popular <a href=\"https:\/\/ahrefs.com\/blog\/free-keyword-research-tools\/\">keyword research tool<\/a>&nbsp;like <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>, then look for popular topics.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1442\" height=\"770\" class=\"wp-image-40742\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/12-keyword-research.png\" alt=\"12 keyword research\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/12-keyword-research.png 1442w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/12-keyword-research-680x363.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/12-keyword-research-768x410.png 768w\" sizes=\"auto, (max-width: 1442px) 100vw, 1442px\"><\/p>\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> If you want to find new or trending topics, use tools like <a href=\"https:\/\/trends.google.com\/trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Trends<\/a>&nbsp;or <a href=\"https:\/\/explodingtopics.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Exploding Topics<\/a>.<\/div>\n<p>Just know that merely writing about popular topics is rarely enough. Google says that you should focus on good <a href=\"https:\/\/ahrefs.com\/blog\/seo-copywriting\/\">copywriting<\/a>&nbsp;and providing unique insights if you want to show up in Discover.<\/p>\n<h3 id=\"work-on-your-e-a-t\">5. Work on your&nbsp;E-A-T<\/h3>\n<p>Google says that they source content from websites with many pages that demonstrate expertise, authoritativeness and trustworthiness.<\/p>\n<p>There are multiple ways to <a href=\"\/blog\/eeat-seo\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/eat-seo\/\">assess and support your E-A-T<\/a>. The Discover guidelines state that you should do the following:<\/p>\n<blockquote><p>Providing clear dates, bylines, information about authors, the publication, the publisher, company or network behind it, and contact information to better build trust and transparency with visitors.<\/p><\/blockquote>\n<p>On top of this, it might be worth using <a href=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/structured-data\/\">structured data<\/a>&nbsp;to connect the&nbsp;dots.<\/p>\n<p><a href=\"https:\/\/twitter.com\/Suganthanmn\" target=\"_blank\" rel=\"noopener noreferrer\">Suganthan<\/a> also suggests looking at Google\u2019s Affinity categories and looking for topics where you can become an authority. That\u2019s because these audiences seem to be linked to \u201cCORE\u201d interests card categories, as shown earlier from the&nbsp;logs.<\/p>\n<p>The easiest way to find these is in the Affinity Categories report in Google Analytics.<\/p>\n<p><em>Google Analytics &gt; Audience &gt; Interests &gt; Affinity Categories<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1081\" class=\"wp-image-40735\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/13-affinity-categories.png\" alt=\"13 affinity categories\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/13-affinity-categories.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/13-affinity-categories-629x425.png 629w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/13-affinity-categories-768x519.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/13-affinity-categories-1536x1038.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>In general, you should do everything you can to position your brand as a thought leader in your industry.<\/p>\n<h3 id=\"focus-on-entities\">6. Focus on entities<\/h3>\n<p>When I analyzed the Discover performance of the Ahrefs blog, I managed to pinpoint topics that perform better than others. In the SEO world, it\u2019s the entities and their connections that form specific topics.<\/p>\n<p>Upon receiving the insights from our contributors, it was clear that entities play a significant role here as everyone mentioned them in one way or another.<\/p>\n<p>There\u2019s a <a href=\"https:\/\/ahrefs.com\/blog\/google-knowledge-graph\/\">Knowledge Graph<\/a>&nbsp;layer created to map how user interests and expertise develop for any topic over time. This is known as the <a href=\"https:\/\/blog.google\/products\/search\/helping-you-along-your-search-journeys\/\" target=\"_blank\" rel=\"noopener noreferrer\">Topic Layer<\/a>, and is built by analyzing all content tied to a certain topic and all of its subtopics, ultimately connecting all the&nbsp;dots.<\/p>\n<p>It seems that some of the dots can become Discover interests without being a Knowledge Graph entity. For example, querying \u201cmeta description\u201d in <a href=\"https:\/\/developers.google.com\/knowledge-graph\" target=\"_blank\" rel=\"noopener noreferrer\">Knowledge Graph API<\/a>&nbsp;returns no results, but in Discover it shows as an interest that you can follow:<\/p>\n<p><img decoding=\"async\" class=\"wp-image-40748\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/14-follow-topic.png\" alt=\"14 follow topic\" width=\"400\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/14-follow-topic.png 772w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/14-follow-topic-205x425.png 205w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/14-follow-topic-768x1592.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/14-follow-topic-741x1536.png 741w\" sizes=\"(max-width: 772px) 100vw, 772px\"><\/p>\n<p>You can\u2019t dig into the Topic Layer, so we\u2019ll have to focus on the higher-level entities. And that\u2019s more than enough.<\/p>\n<p>Your goal should be to have authority within the scope of entities that are tied to your business. There are multiple ways to approach this when you create content:<\/p>\n<h4>Be consistent in your category<\/h4>\n<p>Most websites are about something specific. It could be coffee, laptops, SEO, or something else entirely. Whatever it is for you, try not to deviate too far when creating content. If you\u2019re publishing about iPhones one day and cooking tips the next, that doesn\u2019t send positive signals to your audience or Google. It just waters down your \u2018authority\u2019 across all categories.<\/p>\n<p>The only exception to this rule is if you work for a massive media outlet that covers everything.<\/p>\n<h4>Find&nbsp;the entities that work for your&nbsp;brand<\/h4>\n<p>I tried to spot topics that work best by manually going through our Discover reports. However, this method only covers main entities, and you can\u2019t do it at&nbsp;scale.<\/p>\n<p>If you already have many pages in Discover, you\u2019re also likely to have access to developer resources. If that\u2019s the case, you can do what John did: run your articles through <a href=\"https:\/\/cloud.google.com\/natural-language\" target=\"_blank\" rel=\"noopener noreferrer\">Google\u2019s Natural Language Tool<\/a>, then combine the entities based on their salience and analyze which drove the most Discover traffic for&nbsp;you.<\/p>\n<p>This is an example of what the entity analysis looks&nbsp;like:<br>\n<img loading=\"lazy\" decoding=\"async\" width=\"1373\" height=\"1600\" class=\"wp-image-40733\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/15-google-nlp-api.jpg\" alt=\"15 google nlp api\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/15-google-nlp-api.jpg 1373w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/15-google-nlp-api-365x425.jpg 365w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/15-google-nlp-api-768x895.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/15-google-nlp-api-1318x1536.jpg 1318w\" sizes=\"auto, (max-width: 1373px) 100vw, 1373px\"><\/p>\n<p>You can test the NLP API yourself. Just scroll down to the demo input window and paste some of your content there.<\/p>\n<h4>Use Google Images&nbsp;to find associated entities and information<\/h4>\n<p><a href=\"https:\/\/twitter.com\/TaylorDanRW\" target=\"_blank\" rel=\"noopener noreferrer\">Dan<\/a> came up with an easy-to-use method to tell what other topics Google associates with a topic. Go to <a href=\"https:\/\/www.google.com\/imghp\" target=\"_blank\" rel=\"noopener noreferrer\">Google Images<\/a>, search for your main keyword and then look at the related entity tags at the&nbsp;top:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"892\" class=\"wp-image-40730\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/16-google-images-entities.png\" alt=\"16 google images entities\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/16-google-images-entities.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/16-google-images-entities-680x379.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/16-google-images-entities-768x428.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/16-google-images-entities-1536x856.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Alternatively, you can use a tool like <a href=\"https:\/\/entityexplorer.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Entity Explorer<\/a>&nbsp;that seems to get data using this same method.<\/p>\n<p>Use this as inspiration for what to add to your current or upcoming content. Dan experienced increased Discover performance after incorporating related entities and information into his content. He also ranked for more keywords.<\/p>\n<h3 id=\"become-a-knowledge-graph-entity\">7. Become a Knowledge Graph entity<\/h3>\n<p>People can only follow your brand in Discover if it\u2019s in the <a href=\"https:\/\/ahrefs.com\/blog\/google-knowledge-graph\/\">Knowledge Graph<\/a>. You can check if this is the case by Googling your brand. If there\u2019s a Knowledge Panel in the search results, it\u2019s in the Knowledge Graph:<\/p>\n<div style=\"width: 410px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-40747\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/17-knowledge-panel.jpg\" alt=\"17 knowledge panel\" width=\"400\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/17-knowledge-panel.jpg 772w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/17-knowledge-panel-205x425.jpg 205w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/17-knowledge-panel-768x1592.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/17-knowledge-panel-741x1536.jpg 741w\" sizes=\"(max-width: 772px) 100vw, 772px\"><p class=\"wp-caption-text\">Knowledge Panel for Gibson Brands, Inc.<\/p><\/div>\n<p>Interestingly, however, even if someone follows your brand, your content might not show up in their Discover feed. <a href=\"https:\/\/twitter.com\/Kevin_Indig\" target=\"_blank\" rel=\"noopener noreferrer\">Kevin<\/a> and I both tested this. I\u2019ve been following MailChimp on Discover for a few months, and I\u2019m yet to see any of their content in my&nbsp;feed.<\/p>\n<p>So how does being a Knowledge Graph entity help improve your visibility in Discover?<\/p>\n<p>Being in the Knowledge Graph is a sign that your online presence is strong enough for Google to put your brand in the right context. In other words, it understands what entities and interests are associated with your brand and may show your content to people interested in those things as a result.<\/p>\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/google-knowledge-graph\/\">Google\u2019s Knowledge Graph Explained: How It Influences SEO<\/a><\/em><\/p>\n<h3 id=\"create-buzz-with-your-content-distribution\">8. Create buzz with your content distribution<\/h3>\n<p>It makes sense that Discover would want to showcase content with high engagement. We can confirm that posts with more Discover clicks also tend to have a comparatively high CTR in Discover.<\/p>\n<p>What might be more surprising is that all of us have found that there seems to be a high correlation between social media engagement and your Discover performance.<\/p>\n<p>John even crunched the numbers. He found the correlation coefficient between Discover performance and Twitter engagement in the US is a whopping 0.91. That\u2019s a significantly high correlation, but as always, it doesn\u2019t equal causation. Creating buzz with your content benefits you even if Google ignores it.<\/p>\n<p>John also adds that this \u2018buzz factor\u2019 might be tied to Discover performance in certain countries. While Twitter plays a significant role in the US, it might be overshadowed by other platforms elsewhere. This means that you should distribute your content to locally popular channels.<\/p>\n<p>At Ahrefs, we can see that this might indeed play a huge role in getting Discover clicks. We localize our blog content into five other languages. Those articles are essentially the same as our English ones that perform well, yet we only managed to get a few Discover clicks to some Spanish posts.<\/p>\n<p>The only difference? We don\u2019t focus on proper content distribution in other languages yet.<\/p>\n<p>Again, none of this proves causation but Suganthan also brought up an experiment regarding the social engagement signal. JR Oakes made people engage with his tweet containing a deliberately rubbish article and it made it into the Discover feed:<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Holy crap BAM! Thanks for all the retweets. Findings: Crappy machine-generated content + a bunch of Twitter shares = Google Discover card. <a href=\"https:\/\/t.co\/sXtoylnX9z\">https:\/\/t.co\/sXtoylnX9z<\/a> <a href=\"https:\/\/t.co\/pudHXdwcNO\">pic.twitter.com\/pudHXdwcNO<\/a><\/p>\n<p>\u2014 JR Oakes (@jroakes) <a href=\"https:\/\/twitter.com\/jroakes\/status\/1146192172838002689?ref_src=twsrc%5Etfw\">July 2,&nbsp;2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h3 id=\"periodically-refresh-your-content\">9. Periodically refresh your content<\/h3>\n<p>Just because your page isn\u2019t showing up in Discover now doesn\u2019t mean it never will. Here\u2019s an <a href=\"https:\/\/ahrefs.com\/blog\/free-seo-tools\/\">article<\/a>&nbsp;that we first published in 2017 that never received a Discover click until we rewrote and republished&nbsp;it:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"983\" class=\"wp-image-40731\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/18-republish-discover.png\" alt=\"18 republish discover\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/18-republish-discover.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/18-republish-discover-680x418.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/18-republish-discover-768x472.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/18-republish-discover-1536x944.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Naturally, we didn\u2019t update the article just to get Discover clicks. We updated it to try to improve its rankings and organic traffic from \u201cregular\u201d search results. The clicks from Discover were just a nice&nbsp;bonus.<\/p>\n<p><a href=\"https:\/\/ahrefs.com\/blog\/republishing-content\/\">Republishing content<\/a>&nbsp;is one of our favorite growth tactics. According to <a href=\"https:\/\/ahrefs.com\/content-explorer\">Content Explorer<\/a>, we\u2019ve updated 60 pages in the last 12 months:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1254\" height=\"627\" class=\"wp-image-40744\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/19-republished-content-explorer.png\" alt=\"19 republished content explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/19-republished-content-explorer.png 1254w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/19-republished-content-explorer-680x340.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/19-republished-content-explorer-768x384.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/19-republished-content-explorer-400x200.png 400w\" sizes=\"auto, (max-width: 1254px) 100vw, 1254px\"><\/p>\n<p>All of this is not just our experience. John and Suganthan confirm that often refreshing evergreen content works well for them&nbsp;too.<\/p>\n<h3 id=\"embed-your-youtube-videos-into-articles\">10. Embed your YouTube videos into articles<\/h3>\n<p>YouTube videos can be seen quite often in Discover feeds:<\/p>\n<p><img decoding=\"async\" class=\"wp-image-40743\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/20-youtube-discover.jpg\" alt=\"20 youtube discover\" width=\"400\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/20-youtube-discover.jpg 772w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/20-youtube-discover-205x425.jpg 205w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/20-youtube-discover-768x1592.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/20-youtube-discover-741x1536.jpg 741w\" sizes=\"(max-width: 772px) 100vw, 772px\"><\/p>\n<p>If you embed them into your content, there\u2019s a chance that the videos will show up in Discover on their own and even outperform the content itself.&nbsp;And as Kevin points out, you don\u2019t even need to use <a href=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\">schema markup<\/a>.<\/p>\n<p>We have some articles that got only a few hundred clicks, but their embedded videos got thousands. We cover some of our topics in both video and written form so repurposing your content seems like a good tactic to boost traffic from Discover.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1549\" class=\"wp-image-40740\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/21-video-clicks.png\" alt=\"21 video clicks\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/21-video-clicks.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/21-video-clicks-439x425.png 439w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/21-video-clicks-768x744.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/21-video-clicks-1536x1487.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Just keep in mind that video clicks don\u2019t go to your website but to YouTube instead.<\/p>\n<h3 id=\"try-web-stories\">11. Try Web Stories<\/h3>\n<p>Formerly known as AMP stories, these are Google\u2019s take on the stories we know from Instagram and other social networks.<\/p>\n<p>Google recently announced&nbsp;that they started supporting <a href=\"https:\/\/developers.google.com\/search\/docs\/guides\/enable-web-stories\" target=\"_blank\" rel=\"noopener noreferrer\">Web Stories<\/a>&nbsp;in the Discover feed. If this type of content is something worth your time, try it out. At the time of writing, it\u2019s only available for English content in the&nbsp;US.<\/p>\n<p>Kevin confirmed that they tried experimenting with these Web Stories, and they indeed got featured in Discover.<\/p>\n<h2>Final thoughts<\/h2>\n<p>You can leverage Google Discover traffic regardless of your business. It won\u2019t be a priority unless you have a news website, but the optimization tips are likely nothing you wouldn\u2019t do in your everyday SEO work anyway.<\/p>\n<p>Applying these tips won\u2019t be beneficial just for Discover. That\u2019s a by-product. They will lead to generally better SEO, <a href=\"https:\/\/ahrefs.com\/blog\/content-distribution\/\">content distribution<\/a>, and traffic diversification.<\/p>\n<p>The great thing about Google Discover is that it can drive clicks even when the primary keywords have no search demand. The general topic should still reflect people\u2019s interests, but this is another argument in favor of publishing content that doesn\u2019t primarily focus on driving search traffic.<\/p>\n<p>Got any other Discover insights or questions? Ping me on <a href=\"https:\/\/twitter.com\/michalpecanek\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s more like a social network than a search engine, but your search activity and history is crucial for providing a relevant and timely feed. Millions of people see a personalized Google Discover feed on their mobile devices every day,<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":149,"featured_media":40750,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[375],"class_list":["post-40749","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Discover: How to Rank and Drive Traffic<\/title>\n<meta name=\"description\" content=\"Google Discover is an automatically generated, highly personalized mobile feed that shows information and news based on your online activity.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/google-discover\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Discover: How to Rank and Drive Traffic\" \/>\n<meta property=\"og:description\" content=\"Get more traffic from Google Discover.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/google-discover\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-17T21:15:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-15T21:42:11+00:00\" \/>\n<meta property=\"og:image\" 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