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Tips for optimising for Google Discover

6b68737f9aacb94936b269f2592da891?s=47 DDavydoff
September 20, 2019
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Tips for optimising for Google Discover

6b68737f9aacb94936b269f2592da891?s=128

DDavydoff

September 20, 2019
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  1. Optimising for Google Discover Luci Wood // Blue Array Ltd

    http://bit.ly/GoogleDiscover @INCORGNITO_MODE
  2. Hi, I’m Luci Wood (and this is Milo >) @incorgnito_mode

    Allow: /corgis Allow: /archery Disallow: /meat SEO Director @ Blue Array
  3. None
  4. “I would congratulate you darling but I’ve no idea what

    you actually do” - My mum, 2019
  5. What is Discover? Corgi illustrations by Radio

  6. Google Discover uses AI to recommend content to users based

    on their interests and interactions.
  7. Essentially Google snoops on your activity to deliver you more

    relevant content @incorgnito_mode
  8. Where can I find Google Discover? Google homepage on mobile

    Google Search app
  9. None
  10. Sports scores Entertainment news Events Videos Brand updates Stock prices

    Weather & traffic info Recipes New products
  11. I don’t see Discover in my Search Console… WTF?! Corgi

    illustrations by Radio
  12. High performing content in the Discover feed ⏱ How frequently

    your site appears in Discover Comparison of data from Discover to Traditional Search Results Total traffic generated from Discover
  13. ‘The Discover report is shown to websites that have accumulated

    meaningful visibility in Discover. http://bit.ly/search-console-discover
  14. Why should I care about Google Discover? Image by The

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

  16. Who has bought something on Amazon this month? Corgi illustrations

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

    by Radio @incorgnito_mode
  18. 197 million Amazon.com visitors

  19. 800 million Discover users

  20. More than double the US population

  21. With Discover, you can reach and influence potential customers before

    they’ve even begun searching @incorgnito_mode
  22. This is a big, delicious ‘search pie’™ @incorgnito_mode

  23. How in the hell do we optimise for this? Corgi

    illustrations by Radio @incorgnito_mode
  24. “The two best ways to boost the ranking and performance

    of your Discover content are:
  25. “1.) To post content that you think users would find

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

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

  28. No, but really. What do we do? Corgi illustrations by

    Radio @incorgnito_mode #BrightonSEO
  29. How does Discover rank content? Content is ranked algorithmically according

    to what Google thinks a user would find most interesting
  30. A few tips

  31. Shift your mindset from keywords to people

  32. Search volume is out. Relevancy is in. Keywords are out

    (ish). Topics and audiences are in.
  33. Learn all you can about your audience’s lifestyles and preferences

  34. YouGov profiler: bit.ly/YG-profiler

  35. Use Google Analytics Affinity Categories Site Search

  36. Creating content for Discover

  37. Create both fresh and evergreen content to maximise reach

  38. None
  39. Understand the different stages of a customer journey to guide

    your content creation
  40. Why? Discover can predict your level of expertise on a

    topic and will offer content based on this. bit.ly/search-journeys
  41. Let’s get specific The stronger the match between your article's

    content and your user's interests, the better your chances of ranking.
  42. Look at the SERPs Featured snippets PAAs Search intent Auto

    suggest
  43. None
  44. Useful content tools

  45. Optimising for click through rate @incorgnito_mode

  46. Optimising for CTR (the good) • Concise headline • Clearly

    outlines article content • Eye-catching images
  47. Optimising for CTR (the good) • Very closely aligned to

    the user’s interests and what’s important to them
  48. Optimising for CTR (the bad) • Headlines which are too

    long and wordy (or vice versa!) • Potentially sensitive or alienating
  49. Optimising for CTR (the downright illegal-ish) • Fake news •

    Sensationalist or misleading headlines • Clickbait
  50. This is not cool people...

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

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

  53. Trustworthy, original, authoritative content only. By order of Her Maj

    #UltimateCorgiLady
  54. The visual side of things

  55. Images should be at least 1,200 px wide

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

    images...
  57. Large image Thumbnail

  58. 5% increase in click through rate

  59. 5% increase in click through rate ⌛ 3% increase in

    time spent on page
  60. 5% increase in click through rate ⌛ 3% increase in

    time spent on page 3% increase in user satisfaction
  61. Happy meals all round. bit.ly/discover-for-webmasters

  62. You’ll need to either use AMP or complete an opt-in

    form to give Google the rights to display your hi-res images.
  63. Engagement

  64. Sites with content that users have liked, shared and interacted

    with before are first in line for visibility on Discover. Engage your users
  65. Great user experience Valuable content How to build loyalty

  66. How to build loyalty Rewards & points schemes VIP exclusivity

    Gamification
  67. Let’s get (a bit) technical Satellite receivers Chicken drummies Shnack

    detector
  68. Mobile friendly site

  69. Pages are indexed by Google (and meet Google News content

    policies)
  70. No need for structured data markup

  71. AMP is not required (but it definitely helps!)

  72. AMP Stories Visually-driven, fast-loading, immersive content, designed for mobile (and

    ideal for Discover!) Example: bit.ly/discover-amp How to create AMP Stories: bit.ly/create-amp-stories
  73. Final tip: Review your Discovery ads for performance insights. bit.ly/discovery-ads

  74. tl;dr Let’s recap @incorgnito_mode #BrightonSEO

  75. 800 million Discover users

  76. Rip up your keyword planner, Discover’s all about audiences and

    relevancy It was the cat
  77. Personalisation is at the heart of Google Discover

  78. Understand your audience and their individual journeys, challenges and values

    Are we there yet?
  79. 800 million Discover users Write content that’s new, and new

    for users (trending, seasonal, evergreen) Can dogs eat pumpkin?!
  80. 800 million Discover users Clear, concise headlines, authoritative content and

    no clickbait
  81. 800 million Discover users Speedy site that offers users a

    great experience on mobile Fast & Fur-ious
  82. 800 million Discover users Hopefully with these tips, you can

    go forth and discover! @incorgnito_mode #BrightonSEO
  83. That’s it from me Read the blog: https://www.bluearray.co.uk/news/author/luci/ Tweet: @incorgnito_mode

    Work with me: bluearray.co.uk/jobs/
  84. Thank you! P.S. - You can also follow Milo on

    Instagram (@the_corgasaur)