Google Discover is a feed that allows users to discover content related to their interests. It displays content based on users’ activity across Google’s services.
Google Discover is available in the Google app and the mobile version of Google Chrome.
Should You Optimize for Google Discover?
Yes—you probably should. Here’s why:
- Increase visibility: Google Discover allows you to get in front of your target audience for free. It’s a great way to introduce your brand and content to new potential customers.
- Drive traffic: Users don’t just scroll through their Google Discover feed; they also click through and visit the recommended websites. Some publishers, such as Condé Nast, drive as much as 20% of their U.S. website traffic from Google Discover.
- Get more return visits: Because Google Discover gives users the option to follow publications, it can be a great source of return visits for your website.
How Does Google Discover Work?
To be eligible to appear in Google Discover, content needs to be indexed by Google and meet Google Discover’s content policies.
Note that just because a specific piece of content is eligible doesn’t necessarily mean that it will get displayed in Google Discover.
The Google Discover feed looks very similar to a social media feed. Like the ones on Facebook and Instagram.
Users can scroll through the feed, click on content that interests them, and then get taken to the website that hosts the content.
Google Discover vs. Google News
Google Discover and Google News are two completely different Google products.
Google News is a news aggregator that mostly focuses on current events and recently published content.
Google Discover, on the other hand, aims to offer users content that’s relevant to their interests, regardless of the publication date.
How Your Google Discover Feed Is Generated
Google states that it uses the following data to generate a user’s Discover feed:
- Web and app activity
- Location history
- Location settings
- Topics you follow
Discover’s recommendations are refined as you keep using Discover and Google learns more about you.
For example, if you develop an interest in motorcycles and keep visiting related websites and content, Google Discover will start showing you more motorcycle-related content.
The Different Types of Google Discover Content
Google Discover predominantly displays these four types of content:
- Article links: Links to online articles from various publishers. Each article link is displayed as a card that includes a headline and a thumbnail image.
- Web Stories: This format combines video, images, and audio—similar to an Instagram story. You can learn more about Web Stories here.
- YouTube videos and Shorts: A user’s Google Discover feed can also include YouTube videos and Shorts, which are recommended based on the user’s YouTube history.
- Discovery Ads: Ads created with Google Discovery campaigns also appear in the feed periodically.
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