Hey Reader,

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Google Discover has gained over 800 million monthly active users since its kickoff in 2018. That’s crazy. And super interesting.

We know Google Discover is mobile experience-based and offers a feed of content based on users' interests and browsing habits. Unlike Google Search, where the user actively searches for specific information.

This AI-driven tool not only predicts user preferences but also shapes their entire digital landscape and tapping into this will ramp up your RPMs tenfold!

But how?

Let me explain.

⚡Quick breakdown

Google Discover is making waves and everyone is scrambling to figure out how to optimise their content to be the brightest shining light on users’ feeds.

There is no ‘go-to’ guide on this.

Those who have hit the mark are still determining how they actually did it.

The traffic Discover generated hasn’t given any indication of where, when or why they got the views. Right?

But one thing is clear: the content you produced, Discover liked it. And it wanted to show relevant users your stuff.

Let’s say you have a travel site. Discover has picked up your content and showcased it to people who are genuinely interested in travelling. They may not have necessarily searched for “Best Beaches In Bali” but your content popped up based on their preferences and browsing history.

Get it?

Good.

Let’s move on to the next bit where we analyse the content that worked.

👇Check out this post we wrote for Jamie IF on Twitter (I mean, X) to see what I mean.

He hit gold there.

5️⃣ Top Tips

I’m going to keep this short and sweet.

Here are the top 5 things I’m doubling down on.

And 5 best practices to optimise your content for Discover success.

You need a combination of good content, technical SEO and an understanding of user behaviour.

Based on Jamie’s metrics earlier (because I produced the article for him), our private results suggest an 8%+ CTR is needed to blow up on Discover.

1️⃣ Understand user interests and behaviour

Grasp the pulse of your audience’s interests, preferences and behaviours.

• Using analytical power tools like Google Analytics 4 helps you delve deeper into the nitty gritty of what your audience prefers.

For example, if you create content in two different formats, like listicles (“Best Of X”) and info articles (“How-To Guides”) - you can use GA4 to help you understand which type of content resonates with your audience. If dwell times are higher, let's say on listicles, you now know where users are spending most of their time. This means users want and prefer listicles as opposed to how-to guides. Get it?

• Use Google Trends to create content that aligns with the latest search trends. Are beaches trending this time of year, when users are gearing up for the holiday season? Or is there a sudden surge in interest for the 'best paperclips'?" Haha - you know what I mean.
• Google Discover automatically shows users content based on their preferences, interests and search history. So if “best vacations” is trending at the moment - you should also check if these are trending on social media platforms - to gauge their level of engagement.
• Pay close attention to Twitter - I get loads of news from here because, let's be real, people love to drop tweet! Joining private communities can give you valuable insights and subtle hints that can turn your content into works of art.
• This data approach allows you to pick up on patterns, trends and content that resonate with your people. Use these metrics to tailor your content and align it with their preferences.

It's about them. Not you at the end of the day.

This helps establish topical authority and increases the chances of your content being discovered in Discover.

Use Google Search Console to understand how your content performs and refine your strategy based on this data. Consistently evaluate your content, update and tweak. Always.

2️⃣ Attention-grabbing titles

Create titles that demand attention.

Sounds simple enough.

Craft a title that entices the reader to click on your article over the others.

A good title should feel less SEO-based and more click-baity.

Which would you pick?

1. Tips For Better Content
2. Unlock The Secrets of Better Content

Don’t know if it's just me but #2 really makes me wanna click on that to find out the “secrets”.

A good tip to see what sort of headlines work is to go to a relevant subreddit and filter the posts by popularity and recent 30 days.
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You can see what's hot in your niche and use the research from the comments/posts to make your content even better too!

Sometimes you can get nice headline templates from this process too.

This post got 412 upvotes.

It caught people's attention.

The formula could be X tips for [target market] to [do/build] today (from [authority/experience])

3️⃣Create high-quality content

Quality is king at Google.

Make sure your content demonstrates E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness.)

You know this.

I know this.

In the digital landscape where attention is the new currency, high-quality content is your most valuable asset on Google Discover.

Don’t just inform.

Engage with your audience with a compelling narrative that offers genuine value. Include personal stories and experiences that connect you with the reader. Use emotional dialogue, to set the tone; making them feel how you feel. Demonstrate your expertise and authority in your content to establish it as a trustworthy and reliable source.

Your content should be a beacon, a shining light that sparks intrigue.

Google analyses user behaviour signals, like high dwell time on a page and high engagement rates.

Get that right and you’re on your way.

Diversify your content. I mentioned this earlier - don’t just write about the “Best Beaches In Bali”, branch out and cover other topics on your site; such as Bali’s climate, things to do and where to eat.

By diversifying your content you’re opening yourself up for mega traffic and will attract users who may not even know that they are looking for Bali-related content.

See?

Make your content exciting, helpful and brilliant!

In saying this, regularly update your content to align with current trends and make sure it consistently aligns with your target audience.

4️⃣Use high-quality visuals

Users are visual beings.

Especially in the world of Instagram, TikTok, and Pinterest.

An image is going to grab their attention way more than a block of text.

A high-quality image will attract readers like a moth to a flam

Colour psychology, placement and design are crucial if you want to hit the mark.

Think of YouTube thumbnails you’ve seen in the past - why were you drawn to them?

👇Check out the colour psychology wheel below (you’re welcome).
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High-quality visuals are the silent ambassadors of your brand, sparking emotion and context.

Have you ever just uploaded text onto Facebook for your business page?

How many likes or comments did you get?

Probably not much, I bet.

Say the same thing with an image.

And…BOOM!

5️⃣ Good engagement signals

Leverage social media.

When you engage your audience- you’re casting a line into the sea and reeling them in.

When you share your content across social platforms, you’re not just expanding your visibility; you’re actively fishing for engagement signals - likes, shares, comments - that serve as great indicators for content relevance.

These signals are digital nods of approval that amplify your content’s reach and propel it through the ranks of Google Discover.

Strong engagement signals are the bloodline of content vitality. They send clear signals to algorithms that your content is consumed, appreciated and valued by a REAL, interactive audience.

These signals are like a flashing light for Google - indicating that your content is worthy of being featured and recommended.

So every thumbs up, retweet or share is a step forward, a vote of confidence in quality and a huge step for your content.

Get SEO For Hire's SEO Leadership Playbook today! ​ Leadership Playbook

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💭 The Wrap-Up

Optimising for Google Discover should be part of your (mobile-based) content strategy to amplify your content reach.

By crafting compelling, high-quality, valuable content with the help of great visuals and a deep understanding of your audience's behaviour - you set the stage for success.

Remember you need to resonate with your reader on a personal level, so they can find you without even knowing they needed you in the first place.

Use social engagement to your advantage - hit those love buttons and respond to your followers - they love it, Google Discover loves it and I bet you love it too!

Start refining your approach by implementing these 5 best practices and watch as your content climbs the Google Discover ladder.

It’s fun and rewarding.

Give it a go and drop me a comment to let me know how you get o

Cheers to being discovered,

Bergen and Craig

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PS. We've got an AMAZING Black Friday offer coming out. Keep your eyes peeled on our social feed ✌️

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