Google Discover is a feature launched by Google in 2016 that is now available worldwide. It allows users to find content they may be interested in without having to perform a search first.
Although it is more common to see content from news publishers in Discover, it can also become a source of traffic for many other types of websites.
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What is Google Discover?
Google Discover is a content recommendation feature powered by artificial intelligence and integrated into Google’s mobile experience.
It is a personalized feed that shows news and other types of content based on a user’s interests and online activity. Unlike traditional search, users do not need to enter a query to see content. Instead, Google uses signals such as previous activity, followed topics, and other personalization factors to surface content it believes may be relevant.
Google also relies on its understanding of topics and entities to connect content with users who have shown interest in related subjects. That is why a website’s topical focus can play an important role in Discover visibility.
How to get your content into Google Discover
First of all, it is worth keeping in mind that traffic from Google Discover is highly unpredictable and much less stable than traditional organic traffic. That is why Discover optimization should be treated as a complement to a broader SEO strategy, not as the foundation of it.
Google has shared a number of recommendations that can help improve the chances of appearing in Discover. There are also a few basic requirements to keep in mind, such as having indexable content and complying with Google’s content policies.
Create high-quality content
As with traditional Google Search, the content published on the site needs to be useful, relevant, and well maintained.
It is also a good idea to use titles that clearly reflect what the page is about without relying on clickbait. Google’s Discover guidance still recommends creating timely content, telling a story well, or offering unique insights.
Use high-quality images
To appear in Google Discover, the main image of the article should be at least 1200 pixels wide. It should also be enabled for large preview display through the max-image-preview:large setting or AMP. Google also recommends using large, high-quality, relevant images and avoiding generic visuals such as a site logo as the main image.
It is also good practice for images to include descriptive alt text and to represent the content accurately.
Optimize for mobile devices
Google Discover is primarily a mobile surface, so having a site that works properly on mobile devices is essential. AMP is no longer required, but the site should still load quickly, avoid intrusive interstitials, and provide a good overall page experience.
The importance of trust signals
The original idea behind E-A-T is still relevant here, although Google now refers more broadly to E-E-A-T in its quality framework. In practical terms, the underlying recommendation remains very similar: content should show clear signs of experience, expertise, authority, and trust.
To strengthen these signals, it is a good idea for articles to show the publication date, include information about the author and the publisher, and make contact or company information easy to find.
Focus on relevant entities
As mentioned earlier, Google is able to connect topics with entities and interests. For that reason, it makes sense to keep your content focused on a clear subject area instead of covering unrelated topics without a strong connection.
When a site consistently publishes content around a well-defined theme, it sends clearer topical signals and is more likely to be associated with that subject. It can also be useful to identify the topics and entities for which your site already seems to gain visibility in Discover and expand from there.
Build interest around your content
Different studies and experiments have pointed to the importance of social engagement and general audience interest. In practice, content that generates attention and is more likely to be shared may also have a better chance of gaining Discover visibility.
That means it is worth focusing on content that is genuinely appealing to users and has enough relevance or novelty to encourage sharing and repeat engagement.
Get your Knowledge Panel
A Knowledge Panel is a featured result that shows relevant information about an entity. You can check whether your brand already has one by searching for its name on Google.
Being included in the Knowledge Graph does not guarantee visibility in Discover, but it can be a useful sign that Google already understands your brand as an entity and can connect it with certain topics and interests. That may improve the likelihood of being shown to users who are interested in those subjects.
Following these recommendations can increase the chances of appearing in Google Discover. Even so, Discover should not be the foundation of an SEO strategy. It makes more sense to treat it as an additional traffic source that can complement your broader organic visibility.
