Users' attention is constantly in demand, so businesses must stand out and reach their target audience. Google Discover, a Google feature that allows users to discover relevant content based on their interests, provides a unique opportunity to do this.
Understand how Google Discover works
It selects the content to display based on various criteria, including the user's search history, interests and browsing habits. The Google Discover algorithm also takes into account quality of the content, its relevance to the user's interests and its performance on other platforms.
To maximize their chances of appearing in Google Discover, businesses can optimize their content by adopting bonnes pratiques, as :
- Create catchy headlines and informative descriptions that pique users’ interest and encourage them to click. Use relevant keywords in your titles and descriptions, thinking about the terms users are likely to search for.
- Use high-quality images and videos that capture attention and illustrate content in an engaging way. Visuals must be in a suitable format and optimized for fast loading.
- Publish content regularly and consistently to keep users engaged and want to come back. Set an editorial calendar and stick to it.
- Optimize your website for mobile, because most users visit Google Discover on their smartphone. Make sure your website is responsive and provides an optimal user experience on all devices.
The benefits of using Google Discover
Promoting your content through its use has many benefits, including:
- Increasing brand visibility and awareness : By appearing in Google Discover, your brand is exposed to a wider audience potentially interested in your products or services. This can help you gain exposure and establish your brand in your industry.
- Generating targeted and qualified traffic : This feature allows you to target your content based on user interests, ensuring that your message reaches the people most likely to be interested in what you have to offer. This can lead to an increase in qualified visitors to your website, which can translate into increased sales and revenue..
- Improving the conversion rate : Targeted, qualified traffic is more likely to convert into customers, which can lead to increased sales and revenue. Google Discover can help you generate more qualified leads, which can improve your overall conversion rate.
- Strengthening customer engagement : By offering relevant and engaging content, you can retain your customers and encourage them to return to your website. This can improve customer satisfaction and strengthen the relationship you have with them.
Create content optimized for Google Discover
When creating content intended for them, it is important to keep in mind the platform selection criteria. here are some additional tips to create optimized content:
- Vary content formatsu : Google Discover offers different content formats, such as articles, images, and videos. Use a variety of formats to keep your content fresh and engaging.
- Use clear calls to actions : Tell users what you want them to do after reading your content. Include share buttons, links to other pages on your website, or signup forms.
- Promote your content on other platformss : Share your content on social media, in online forums and in email newsletters. This can help drive traffic to your website and increase your chances of appearing in Google Discover.
Promote your content on Google Discover
In addition to optimizing your content, you can also promote your content on Google Discover by adopting the following strategies:
- Submit your website to Google Discover : For your website to be considered by Google Discover, you must submit it to Google Search Console. Submitting to Google Search Console does not guarantee that your website will appear in Google Discover, but it allows Google to index your content and increase your chances of being visible.
- Optimize your website for natural referencing (SEO) : SEO involves optimizing your website so that it ranks higher in organic search results. Good SEO can also improve your chances of appearing in Google Discover, as Google takes into account the relevance and authority of your website when selecting content.
- Collaborate with influencers : Influencers have an already established and engaged audience. By collaborating with influencers in your industry, you can introduce your brand and content to a wider audience, which can help drive traffic to your website and increase your chances of appearing in Google Discover.
Measure the results of your efforts
It is important to measure the results of your efforts to evaluate the effectiveness of your strategy. You can use web analytics tools to track the performance of your content, such as:
- The number of clicks : The number of times users clicked on your content in Google Discover.
- Click-through rate (CTR) : The percentage of users who saw your content in Google Discover and clicked on it. A high CTR indicates that your content is relevant and engaging.
- Time spent on page : The average time users spend on your website after clicking on your content in Google Discover. Higher time on page indicates that your content is interesting and useful to users.
- The number of social shares : The number of times users shared your content on social media after seeing it in Google Discover. Social shares can help you drive additional traffic to your website.
By analyzing this data, you can identify the strengths and weaknesses of your strategy and make necessary adjustments to improve your results. For example, if you find that your CTR is low, you can try changing your titles and descriptions to make them more eye-catching.
Google Discover in brief
Google Discover is a powerful tool that can help businesses boost their visibility and traffic. By following the tips presented in this article, you can create optimized content, promote your content effectively, and measure the results of your efforts to maximize the ROI of your marketing efforts.
Esteban Irschfeld, SEO Consultant at UX-Republic
