Google Discover is an elusive creature. One day you may receive thousands of clicks, only to receive zero the next.
Even the heads of Google-Search like to keep us guessing.
You’ll hear John Mueller say, “…especially with Discover it’s something which is not tied to a specific query.“
And, then contradicting himself with, “We see Discover as almost a part of Search. So it’s not something that we would say is completely independent and uses separate algorithms and everything.”
Which is it? Keyword-driven or not?
Today we hope to shed a little light on Google Discover and give you three content strategies for getting into the algorithm.
Is It Possible to Optimize for Google Discover?
The short answer is, heck yes. But, it isn’t the exact same optimization that we do for an article targeting organic search traffic.
Let’s step back for a moment.
Google Discover displays curated content based on three qualifiers:
- Your search history
- Your location
- Your browsing habits
Knowing this, we can identify strategies for optimization.
Keywords are Still Important
Don’t be fooled. Writing your content around targeted keywords is essential for Google Discover. You still want relevant content that has a highly searchable keyword phrase.
However, there is a big caveat.
Google Discover doesn’t care about search intent.
Readers scrolling through their Discover feed don’t have the same intent as a searcher typing in a specific term.
Here’s an example:
In my niche, a popular search term is “RV Cell Booster.” The intent is all about buying and reading reviews.
We have a first-page ranking article titled, “RV Cell Boosters: Decent, Better, and Best”
In order to rank in organic search, we had to write an article in that style.
The difference with Google Discover is…you don’t need to write for search intent. In fact, you’ll have more success if you don’t.
Using the same keyword, “RV Cell Boosters,” we changed the intent from research-based to intrigue for Discover optimization.
The Discover article is titled, “How an RV Cell Booster Saved my Road Trip.”
Here’s the scoop: The same searcher who researched RV cell boosters (and clicked on your link) may very well be shown your Discover-based article in their curated feed.
The Three Google Discover Content Strategies
I have three main content strategies for getting into Google Discover. You can try running multiple strategies at one time, but it’s important to build authority in one area without spreading your content thin.
It’s never been more true, niche content rules. Google Discover is great at showing viewers exactly what they want. This means all their niche searches are triggering niche Discover results.
If you dedicate a few months to writing daily about a very specific topic, you’ll be well on your way to appearing in Google Discover.
Since one of the main Google Discover factors is location. becoming an authority in a community will give you an advantage over others.
Any small town is ripe for the picking. Larger towns like Sedona, Arizona are still very obtainable for someone publishing regular content.
I’d shy away from large cities as an entry point to Discover. However, you can target neighborhoods in urban areas.
Google Discover loves timely content, making news a great way to get into it. You’ll want to focus on a certain industry or niche and then grow from there.
Our website writes many pieces on news in the RV and Camping space. From there, we’ve seen success when we write news about the towing capacity of new automobiles.
Try One or Two, But Not All Three
As you begin your Google Discover journey, don’t spread your content too far. Focus on one or two of the strategies.
Often two may work well together:
- Niche Topics & Industry News
- Location-Based & Local News
- Travel Niche & National Park News
The combinations are endless. However, if you double-up your strategy, make sure it’s helping your overall goal (which is building authority).