Voices of Search Podcast: A Deep Dive Into Google Discover
Released on December 11, 2024
Introduction
In this episode of the Voices of Search podcast, host Jordan Cooney from Pre Visible engages in an insightful conversation with Lily Ray, the Vice President of SEO Strategy and Research at Amsiv. The discussion centers around Google Discover, exploring its functionalities, impact on websites, optimization strategies, and its value as a traffic source.
Understanding Google Discover
Google Discover is introduced as a "query-less search" system that delivers personalized content to users based on their interests without the need for explicit search queries.
Jordan Cooney [01:21]: "Today we're going to continue our conversation by discussing Google Discover."
Lily Ray [03:46]: "Google Discover is a form of what Google calls like query-less search, which means that it serves you content based on your interests without you having to type in any query..."
Key Features:
- Personalization: Content is tailored using data points such as user interests, location, and search history.
- Availability: Accessible on Android devices and through the Google app on iPhones, displaying a feed of articles beneath the search bar.
- Data Insights: Only available to websites that receive sufficient Discover impressions, viewable through Google Search Console.
Evolution of Google Discover Over the Past Year
Lily Ray discusses the developments and shifts in Google Discover’s functionality over the past year, emphasizing its growing significance in digital marketing strategies.
Lily Ray [05:53]: "This can be a really big opportunity for those sites [hitting Discover] that are hurting with Google algorithm updates that are not seeing the traffic that they used to."
- Traffic Potential: Sites can receive massive traffic boosts, with examples of between 1 to 4 million clicks in a single day from a single article.
- Diverse Applicability: Not limited to the largest websites; mid-sized and small publishers also experience substantial traffic increases.
Impact of Google Discover on Websites
Google Discover offers a unique avenue for traffic generation, distinct from traditional SEO strategies.
Lily Ray [07:06]: "We have clients that get 90% Discover traffic and 10% search traffic. That's a very different type of website than a site that does the opposite..."
Impact Highlights:
- Traffic Composition: Some websites rely predominantly on Discover traffic, which can substantially differ from those primarily dependent on search traffic.
- Opportunity for Struggling Sites: Especially beneficial for websites experiencing declines due to Google algorithm changes.
Optimizing for Google Discover
Contrary to Google's official stance that "there's no way to optimize for Google Discover," Lily Ray asserts that effective strategies exist to enhance visibility on the platform.
Lily Ray [08:57]: "We quite literally do this for clients with a lot of success and many other people do, there's absolutely ways to optimize for it..."
Optimization Strategies:
- Content Timeliness: Producing timely content related to current events (e.g., elections, major sports events) can lead to significant traffic spikes.
- Data Analysis: Leveraging Google Search Console to analyze Discover performance and identify patterns.
- Focus on Topics and Entities: Shifting from keyword-centric to topic and entity-centric content creation.
- Headline and Image Optimization: Ensuring compelling headlines and high-quality images to maximize click-through rates.
Lily Ray [15:06]: "The most important metric in Discover is click-through rate. You have one chance if you're appearing in there, if you have one impression, you want to get that click."
Google Discover for Local and Niche Communities
Beyond mainstream content, Google Discover serves as a valuable tool for local businesses and niche communities seeking targeted engagement.
Lily Ray [12:39]: "If you're super focused on like local information or super niche information... you're going to get a lot of that content."
Benefits for Local and Niche Audiences:
- Localized Content: Content tailored to specific geographic locations can enhance visibility among local audiences.
- Niche Topics: Specialized content (e.g., gaming reviews) can compete effectively within specific interest groups, even against larger SEO-dominant sites.
Navigating Challenges and Risks
While Google Discover presents significant opportunities, it also comes with risks that website owners must manage carefully.
Lily Ray [15:06]: "Google removes the whole site. Whether that's overnight, which can happen at any day, unfortunately, or often with a core update, they'll just remove the whole site."
Potential Challenges:
- Algorithm Sensitivity: Low engagement metrics can lead to the entire site being removed from Discover.
- Content Compliance: Maintaining family-friendly content is crucial, as non-compliant content can result in site removal.
- Sustainability: Over-reliance on Discover traffic can negatively impact traditional SEO performance.
Evaluating the Value of Discover Traffic
The effectiveness of Google Discover traffic varies based on a website’s business model and goals.
Lily Ray [18:28]: "It totally boils down to how the website makes money and how your brand makes money."
Considerations:
- Revenue Models: Publishers focusing on page views benefit significantly, whereas small businesses might use Discover for upper funnel traffic without making it the primary focus.
- Engagement Quality: High click-through rates can drive valuable traffic, but engagement post-click is essential for sustainable growth.
Leveraging Amsiv's Expertise
Amsiv offers specialized services to help businesses capitalize on Google Discover traffic through comprehensive audits and tailored strategies.
Lily Ray [20:00]: "We put together a product years ago that are... it's really just focused on how to help companies get more traffic and Discover."
Amsiv's Offerings:
- Google Discover Audits: Distinct from traditional SEO audits, focusing solely on optimizing for Discover traffic.
- Custom Recommendations: Detailed strategies that can lead to rapid improvements in Discover performance.
- Collaborative Approach: Working closely with editorial teams to align Discover strategies with overall SEO efforts.
Lily Ray [21:08]: "Implementing those recommendations, you can see changes like a week or two later."
Conclusion
This episode underscores the transformative potential of Google Discover in modern SEO and content marketing strategies. By understanding its mechanics, leveraging data-driven optimization techniques, and aligning Discover efforts with overarching business goals, websites can unlock substantial traffic and growth opportunities. Lily Ray emphasizes the importance of nuanced strategies and the impactful support offered by Amsiv to navigate the evolving landscape of Google Discover.
Additional Resources
- Connect with Lily Ray: Amsiv Website | LinkedIn profile available in show notes.
- Learn More About Google Discover Audits: Visit Amsiv’s specific Discover Audit page.
- Subscribe to Voices of Search: Stay updated with daily SEO and content marketing insights by subscribing here.
Thank you for tuning into this episode of Voices of Search. For more detailed summaries and to suggest topics or ask marketing questions, visit voicesofsearch.com. Until next time, remember, the answers are always in the data.