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Tips for optimising for Google Discover

DDavydoff
September 20, 2019
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Tips for optimising for Google Discover

DDavydoff

September 20, 2019
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  1. Optimising for Google
    Discover
    Luci Wood // Blue Array Ltd
    http://bit.ly/GoogleDiscover
    @INCORGNITO_MODE

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  2. Hi, I’m Luci Wood
    (and this is Milo >)
    @incorgnito_mode
    Allow: /corgis
    Allow: /archery
    Disallow: /meat
    SEO Director @ Blue Array

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  4. “I would
    congratulate you
    darling but I’ve no
    idea what you
    actually do”
    - My mum, 2019

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  5. What is Discover?
    Corgi illustrations by Radio

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  6. Google Discover uses AI
    to recommend content to
    users based on their
    interests and
    interactions.

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  7. Essentially Google snoops on
    your activity to deliver you more
    relevant content
    @incorgnito_mode

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  8. Where can I find Google
    Discover?
    Google homepage on mobile
    Google Search app

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  10. Sports scores
    Entertainment news
    Events
    Videos
    Brand updates
    Stock prices
    Weather & traffic info
    Recipes
    New products

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  11. I don’t see
    Discover in my
    Search Console…
    WTF?!
    Corgi illustrations by Radio

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  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

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  13. ‘The Discover report is
    shown to websites
    that have accumulated
    meaningful visibility in
    Discover.
    http://bit.ly/search-console-discover

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  14. Why should I
    care about
    Google
    Discover?
    Image by The Pawster

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

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  16. Who has bought
    something on
    Amazon
    this month?
    Corgi illustrations by Radio @incorgnito_mode

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

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  18. 197 million
    Amazon.com
    visitors

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  19. 800 million
    Discover users

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  20. More than
    double
    the US
    population

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  21. With Discover, you can
    reach and influence
    potential customers
    before they’ve even
    begun searching
    @incorgnito_mode

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  22. This is a big,
    delicious
    ‘search pie’™
    @incorgnito_mode

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  23. How in the hell do
    we optimise for this?
    Corgi illustrations by Radio @incorgnito_mode

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  24. “The two best ways to
    boost the ranking and
    performance of your
    Discover content are:

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  25. “1.) To post
    content that you
    think users would
    find interesting…”

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

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

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  28. No, but really. What do we do?
    Corgi illustrations by Radio
    @incorgnito_mode
    #BrightonSEO

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  29. How does Discover rank
    content?
    Content is ranked algorithmically
    according to what Google thinks a user
    would find most interesting

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  30. A few tips

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  31. Shift your
    mindset from
    keywords to
    people

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  32. Search volume is
    out. Relevancy is in.
    Keywords are out
    (ish). Topics and
    audiences are in.

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  33. Learn all you can about
    your audience’s lifestyles
    and preferences

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

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  35. Use Google Analytics
    Affinity
    Categories
    Site Search

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  36. Creating content
    for Discover

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  37. Create both fresh and evergreen
    content to maximise reach

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  39. Understand the different
    stages of a customer
    journey to guide your
    content creation

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  40. Why?
    Discover can predict your
    level of expertise on a
    topic and will offer
    content based on this.
    bit.ly/search-journeys

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  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.

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  42. Look at the SERPs
    Featured snippets
    PAAs
    Search intent
    Auto suggest

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  44. Useful content tools

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  45. Optimising for
    click through rate
    @incorgnito_mode

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  46. Optimising for CTR (the good)
    ● Concise headline
    ● Clearly outlines
    article content
    ● Eye-catching images

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  47. Optimising for CTR (the good)
    ● Very closely aligned
    to the user’s interests
    and what’s important
    to them

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  48. Optimising for CTR (the bad)
    ● Headlines which are
    too long and wordy
    (or vice versa!)
    ● Potentially sensitive
    or alienating

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  49. Optimising for CTR
    (the downright illegal-ish)
    ● Fake news
    ● Sensationalist or
    misleading headlines
    ● Clickbait

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  50. This is not cool people...

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

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

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

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  54. The visual
    side of things

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

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

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  57. Large image
    Thumbnail

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  58. 5% increase in click through rate

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  59. 5% increase in click through rate
    ⌛ 3% increase in time spent on page

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

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  61. Happy
    meals all
    round.
    bit.ly/discover-for-webmasters

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  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.

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  63. Engagement

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  64. Sites with content that
    users have liked, shared
    and interacted with
    before are first in line
    for visibility on Discover.
    Engage your users

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  65. Great user experience
    Valuable content
    How to build loyalty

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

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

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  68. Mobile friendly site

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

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  70. No need for
    structured
    data markup

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

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  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

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  73. Final tip:
    Review your Discovery
    ads for performance
    insights.
    bit.ly/discovery-ads

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

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  75. 800 million
    Discover users

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  76. Rip up your
    keyword planner,
    Discover’s all
    about audiences
    and relevancy
    It was the cat

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  77. Personalisation
    is at the heart
    of Google
    Discover

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  78. Understand your
    audience and their
    individual journeys,
    challenges and
    values
    Are we
    there yet?

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  79. 800 million
    Discover users
    Write content that’s
    new, and new for
    users (trending,
    seasonal, evergreen)
    Can dogs
    eat
    pumpkin?!

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  80. 800 million
    Discover users
    Clear, concise
    headlines,
    authoritative
    content and no
    clickbait

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  81. 800 million
    Discover users
    Speedy site that
    offers users a
    great experience
    on mobile
    Fast &
    Fur-ious

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  82. 800 million
    Discover users
    Hopefully with
    these tips, you
    can go forth and
    discover!
    @incorgnito_mode
    #BrightonSEO

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  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/

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  84. Thank you!
    P.S. - You can also follow Milo on
    Instagram (@the_corgasaur)

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