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Similarly to Pocket, Google Discover curates content based on user preferences. Content is displayed based on location, search history, browser activity, and behavior in other apps. However, it also provides users with a highly customized reading experience. The Android operating system is currently required for users who wish to use a mobile device. There is also an iOS app for Google and Chrome.
Despite still being a work in progress and having a relatively small user base, use is growing increasingly among Android and iOS users. In terms of SEO and link building, you should consider it.
Challenges Ranking Google Discover Articles
Unfortunately, Google Analytics does not show Google Discover as a referral source. The only data it shows is organic traffic to your website. The result is that content creators find it difficult to optimize their content for Google Discover. Yet, you can use some tried and true methods to gain more clicks. You can also use this to get a gauge of the type of quality links you should seek for SEO.
Ranking highly in Google Discover
It is important to note that some of these methods are against Google's recommendations. It is clear in Google Discover Guidelines that the use of clickbait headlines or those that titillate or provoke rage is discouraged. You should find a happy medium between a headline that gives away too much so that the reader does not feel the need to click through and outright clickbait that practically begs the reader to click through.
Emotional Headlines
A few truths are universal, regardless of social media, a SERP page, or Google Discover. Clicks are more likely to be generated by headlines with emotional appeal. This is a fact of life and something that is ingrained in humanity. You should keep that in mind when creating your content, and at the same time emphasize its uniqueness. Make your headline clear if you're writing about a rare event.
Start a Question-and-Answer Loop
This type of copywriting is prevalent in direct response copywriting because it effectively engages the visitor. It only makes sense to use them in other places as well; an example is a headline for an article. Using your content, write an enticing or controversial question which is answered by your article. By asking that question in the headline, you will convince visitors to click.
COVID Content is King
At least for now, the way Google ranks COVID-related content in Discover seems different from how it ranks it in organic SERPs. Articles ranked lower on SERPs tend to do better in Discover. Therefore, if an article you wrote around COVID has been underperforming, it may get a new meaning in Discover. The effectiveness of this for authority link building is unclear.
Age Doesnt Always Matter
The recency of an article is a major ranking factor of organic search results on Google. Discover doesn't have as much of an impact on popular topics. As long as the other Discover criteria are met, older articles will be shown.
Perpetuate The Bubble
In regard to social media it has become a truism that people's feeds tend to reflect their political beliefs. The person receives content that only reinforces their current beliefs rather than challenging them. It appears that this is also the case with Google Discover. Utilize political demographics to get your article noticed by the intended audience.
Keep The Lists Coming
Listicles are still popular among bloggers, and Google Discover seems to agree. They appear to be consistently successful in Discover feeds over time. There are formats such as: Don't do these five things; 15 Reasons Why You Should; 10 Ways You Can
Discover is Here To Stay
There is an appealing element of waiting when it comes to Google Discover. While it has not gained traction yet, it plays a different game from organic search. It is therefore important to consider these factors when creating content and curating your backlink profile.
Quality Link Building
Whether you're looking for backlinks to increase your search engine ranking or to simply build backlinks, we're here to help. Many of our customers have told us that our company is among the best they've used. Come find out why!
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