Brands will need to focus more on the quality of the content they produce as well as its audience engagement.
John E Lincoln on December 10, 2018 at 8:00 am
Google Discover is, essentially, Google’s take on the popular social media feed.
In fact, until very recently, Discover was actually called Google Feed.
Like other feeds, Google’s comes in the form of a series of cards meant to keep users up to date on the stories that matter most to them.
The feed, which is based off a user’s browser history (pay attention to that marketing people), indicated interests, and machine learning, marks a new phase in Google search – one that doesn’t actually require any searching on the user’s part.
Rather than relying on user’s to enter in a typical search, the Discover feed gives users information before they even search for it.
And with over 800 million users, the Feed has proved to be a hit.
As Google continues its efforts to make search as seamless as possible, it debuted a slew of new features coming by the end of the year.
One of them was the revamped Google Feed, now called Discover.
Updates to the Discover feed include:
- New look: The design has been completely redone, with an emphasis on visual content. And now, each post will come with a clickable topic header and Discover icon. When clicked on, it will display related content.
- Updated content: Before, most of the content surfaced in the Feed was news coverage, but with the launch of Discover Google announced its plans to include more evergreen content (content isn’t new, but may be new to you). Based on your search history, it will also pull content based on your experience with a certain subject (ex. If you’re a beginner at guitar, it will show you beginner material)
- More control: At the bottom of each card, you can indicate whether you’d like to see more or less of a particular kind of content.
- Discover on the homepage: Previously, Google Feed was accessible through the Google mobile app, but now Google plans to show the Discover feed on all google.com mobile browsers.
Optimizing for Google Discover
Google Discover represents a major shift in how people use the search engine. Mainly, users no longer have to rely on their own search queries to find the topics most relevant to them.
For brands, it represents a shift in SEO.
Without search queries, keyword optimization won’t be enough to rank your content in Discover. But the good news is this – a lot of the same SEO rules still apply.