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Tips for optimising for Google Discover
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DDavydoff
September 20, 2019
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Tips for optimising for Google Discover
DDavydoff
September 20, 2019
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Transcript
Optimising for Google Discover Luci Wood // Blue Array Ltd
http://bit.ly/GoogleDiscover @INCORGNITO_MODE
Hi, I’m Luci Wood (and this is Milo >) @incorgnito_mode
Allow: /corgis Allow: /archery Disallow: /meat SEO Director @ Blue Array
None
“I would congratulate you darling but I’ve no idea what
you actually do” - My mum, 2019
What is Discover? Corgi illustrations by Radio
Google Discover uses AI to recommend content to users based
on their interests and interactions.
Essentially Google snoops on your activity to deliver you more
relevant content @incorgnito_mode
Where can I find Google Discover? Google homepage on mobile
Google Search app
None
Sports scores Entertainment news Events Videos Brand updates Stock prices
Weather & traffic info Recipes New products
I don’t see Discover in my Search Console… WTF?! Corgi
illustrations by Radio
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
‘The Discover report is shown to websites that have accumulated
meaningful visibility in Discover. http://bit.ly/search-console-discover
Why should I care about Google Discover? Image by The
Pawster
Quick show of hands... Corgi illustrations by Radio @incorgnito_mode
Who has bought something on Amazon this month? Corgi illustrations
by Radio @incorgnito_mode
Who’s used Google Discover in the last month? Corgi illustrations
by Radio @incorgnito_mode
197 million Amazon.com visitors
800 million Discover users
More than double the US population
With Discover, you can reach and influence potential customers before
they’ve even begun searching @incorgnito_mode
This is a big, delicious ‘search pie’™ @incorgnito_mode
How in the hell do we optimise for this? Corgi
illustrations by Radio @incorgnito_mode
“The two best ways to boost the ranking and performance
of your Discover content are:
“1.) To post content that you think users would find
interesting…”
“2.) To use high-quality images in your content.”
Cool, done. Corgi illustrations by Radio @incorgnito_mode #BrightonSEO
No, but really. What do we do? Corgi illustrations by
Radio @incorgnito_mode #BrightonSEO
How does Discover rank content? Content is ranked algorithmically according
to what Google thinks a user would find most interesting
A few tips
Shift your mindset from keywords to people
Search volume is out. Relevancy is in. Keywords are out
(ish). Topics and audiences are in.
Learn all you can about your audience’s lifestyles and preferences
YouGov profiler: bit.ly/YG-profiler
Use Google Analytics Affinity Categories Site Search
Creating content for Discover
Create both fresh and evergreen content to maximise reach
None
Understand the different stages of a customer journey to guide
your content creation
Why? Discover can predict your level of expertise on a
topic and will offer content based on this. bit.ly/search-journeys
Let’s get specific The stronger the match between your article's
content and your user's interests, the better your chances of ranking.
Look at the SERPs Featured snippets PAAs Search intent Auto
suggest
None
Useful content tools
Optimising for click through rate @incorgnito_mode
Optimising for CTR (the good) • Concise headline • Clearly
outlines article content • Eye-catching images
Optimising for CTR (the good) • Very closely aligned to
the user’s interests and what’s important to them
Optimising for CTR (the bad) • Headlines which are too
long and wordy (or vice versa!) • Potentially sensitive or alienating
Optimising for CTR (the downright illegal-ish) • Fake news •
Sensationalist or misleading headlines • Clickbait
This is not cool people...
What the fluffing heck hooman?! DON’T THROW CORGIS OUT OF
PLANES!
Oh, iz snow. Thank furk for that! ...OR USE CLICKBAIT!
Trustworthy, original, authoritative content only. By order of Her Maj
#UltimateCorgiLady
The visual side of things
Images should be at least 1,200 px wide
Why? When Discover cards feature large images instead of thumbnail
images...
Large image Thumbnail
5% increase in click through rate
5% increase in click through rate ⌛ 3% increase in
time spent on page
5% increase in click through rate ⌛ 3% increase in
time spent on page 3% increase in user satisfaction
Happy meals all round. bit.ly/discover-for-webmasters
You’ll need to either use AMP or complete an opt-in
form to give Google the rights to display your hi-res images.
Engagement
Sites with content that users have liked, shared and interacted
with before are first in line for visibility on Discover. Engage your users
Great user experience Valuable content How to build loyalty
How to build loyalty Rewards & points schemes VIP exclusivity
Gamification
Let’s get (a bit) technical Satellite receivers Chicken drummies Shnack
detector
Mobile friendly site
Pages are indexed by Google (and meet Google News content
policies)
No need for structured data markup
AMP is not required (but it definitely helps!)
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
Final tip: Review your Discovery ads for performance insights. bit.ly/discovery-ads
tl;dr Let’s recap @incorgnito_mode #BrightonSEO
800 million Discover users
Rip up your keyword planner, Discover’s all about audiences and
relevancy It was the cat
Personalisation is at the heart of Google Discover
Understand your audience and their individual journeys, challenges and values
Are we there yet?
800 million Discover users Write content that’s new, and new
for users (trending, seasonal, evergreen) Can dogs eat pumpkin?!
800 million Discover users Clear, concise headlines, authoritative content and
no clickbait
800 million Discover users Speedy site that offers users a
great experience on mobile Fast & Fur-ious
800 million Discover users Hopefully with these tips, you can
go forth and discover! @incorgnito_mode #BrightonSEO
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/
Thank you! P.S. - You can also follow Milo on
Instagram (@the_corgasaur)