Tips for optimising for Google Discover

Transcript

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
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
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
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
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)