How to perform the perfect Google Discover audit - SMX Munich 2024

You can skip the generic best practices and secret formulas to perform on Google Discover. In this session you will learn what and how to analyse and improve your performance through a hands-on data-driven approach. Vivienne Goizet and Jérôme Salomon will uncover how to optimise and unlock the full potential of your website for Google Discover.

Transcript

1. How to perform the perfect Google Discover audit
2. The speakers Vivienne Goizet Editorial Lead SEO @BILD Jérôme Salomon Senior Technical SEO @Oncrawl
3. • Introduction • Setup • Audit • Going further How to perform the perfect Google Discover audit
4. Introduction
5. What is Discover and how it works?
6. • Works more like a social feed • Interest in article must be provokes • Only on smartphone and tablet • Exists since 2018 • Personalized feed from google • More magazine than daily news • Serves an existing search for information Google Search Google Discover
7. Why you should target Discover?
8. Publishers make between 10k und 3M visits a day from Discover. One article performing well in Discover can reach over 1M visits.
9. What content shows up in Discover? give me perspective divert me update me educate me help me keep me engaged connect me inspire me user needs
10. Why perform a Discover audit?
11. Google Discover is a blackbox… So auditing your data is your only chance!
12. What method to audit Discover?
13. 1) Combine data sources for a data-driven approach: Technical SEO data (SEO crawler) Discover data (Search Console) Verify correlations & answer questions
14. Hard Way Create a Looker studio report with custom spreadsheet for your crawl data OR Export all data from your tools and work with a spreadsheet (V-look up)
15. Easy Way Import Google Discover data into Oncrawl and run a crawl:
16. 2) Visualize the data using Segmentation: • Put your pages into groups • Compare the metrics
17. Hard Way Custom calculated field in Looker Studio:
18. Easy Way Built in segmentation tool to group pages on any criteria:
19. Easy Way Use our Google Discover dashboard:
20. Answer your editors questions about what they can do to perform better in Discover.
21. SETUP
22. How to gather Discover data?
23. VS
24. What data is available in Discover? • Title displayed in Discover feed • Position/ranking • Indexation • Clicks : Traffic • Impressions : Visibility • CTR : Performance • URL : Your pages • Date : Period
25. Which date period you should use? If you have enough pages featured in Discover! Avoid data bias: • Fresh content • Google updates If you don’t have many pages featured in Discover… Avoid data bias: • Not enough pages to compare Last 15 days All data available
26. Search Console limitations
27. How to set up your crawler?
28. Custom metrics using scraping Default technical SEO metrics
29. Use XPATH to extract a tag in the HTML
30. Use REGEX to extract the structured data
31. AUDIT
32. Are paywall articles featured in Discover?
33. Volume of pages featured in Discover
34. How well are paywall articles performing?
35. Clicks in Discover vs articles published
36. Paywall articles perform very well
37. What can editors do with their articles to perform better in Discover ?
38. Can all types of pages be featured in Discover?
39. Article
40. Article Video
41. Article Video Product detail
42. Article Video Product detail Category Listing Pagination
43. Article Video Product detail Category Listing Pagination Job detail Probably more..
44. Does title length impact Discover?
45. Is the perfect title length 86-95 characters?
46. Or 24-59 characters?
48. Is a question in a title bad style?
49. Titles containing “?” or “!”
50. Discover does not mind Questions in titles
51. Are Google’s Discover guidelines true?
52. Meta robots “max-image-preview:large”
53. Image width at least 1200 px
54. “Use page titles that capture the essence of the content BUT in a non-clickbait fashion.”
55. Clickbait Title contains “diese(r)”
56. Tell your tech SEO to stick to Google Discover Guidelines!
57. Does authorship influence Discover results?
58. Articles with or without author
59. Make sure your article has an author for better chances of discover success
60. Tell your editors to write their names under their articles.
61. Does Search impact Discover?
62. Discover vs Search
63. Average position in Search vs Discover
64. You can be in Discover without ranking in Google. Most of your articles ranking in Google Search will not be in Discover.
65. Does content size impact Discover?
66. No, content size does not impact discover
67. How do categories or topics perform?
68. Categories featured in Discover
69. BILD Sports and Video content are performing really well in Discover. So I focus my efforts on those who are NOT performing so high BECAUSE they have more potential.
70. GOING FURTHER
71. What else can you do? • Use it for troubleshooting • Look at the impact of Google Updates • Optimize for better conversions and user experience ◦ Make sure your Discover-Hits gets you Leads ◦ Keep the visitors on the website ◦ Look at ▪ ime on site ▪ session engagement ▪ read through rate ▪ bounce rate • Implement findings in your trainings • Make your editorials workflows better with the gathered insights
72. www.oncrawl.com Thank you ! BOOK A DEMO