Google Discover is the next step in user mobile search customization. It anticipates the content a user will want to see, delivering it to them without them having to actively search for it. Google takes your information, including your search history, personal movements, app behavior, shopping habits, interests, and other characteristics collected by their automated systems, and uses it to ‘surface’ or display a highly personalized content feed aligned with your interests and potential needs. This makes developing an SEO for Google Discover strategy essential if you want your content to reach those feeds.
Goodbye Feed, Hello Discover
Google Discover has only been around since 2018. You may have noticed that Google Feed is no longer available – it’s been replaced with Discover. Only available on mobile, Discover reaches around 800 million people and takes a different approach to search, improving on how its predecessor surfaced content before.
Where Feed focuses primarily on delivering mostly text-based results, Discover pushes everything from stories to videos, images, blog content, and much more. Discover results are even more personalized, less dependent on content being applicable to a wider audience, and styled to become available to the user passively.
Google Discover vs. Google News
No, Discover isn’t Google News. While they both work in a similar context, delivering personalized information to the user, Google News requires people to enter a search query, but Discover does not. Google News pushes breaking stories and news related to the user’s stated interests and location. Discover aligns far more closely with your interests, developed from your search history and other automatically collected metrics. In other words, you need to tell Google which news you want to see, while Discover anticipates what you want to see.
Two people of similar age and sharing matching characteristics will see many similarities when comparing their Google News feeds. If they were to contrast their Discover feeds, though, they’d see a far more different and uniquely attuned content thread reflecting each individual’s own diverse interests.
Google Discover’s development is part of Google’s major shift to improve user experience, satisfy intent and make finding information easier, giving us an idea of what it takes for how to appear on Google Discover. Their stated ambitions include:
- Changing the search experience into more of a journey rather than an answer-seeking exercise.
- Shifting away from a need to ask questions in order to obtain information, anticipating and delivering results more passively and on a more personal level.
- And enriching results with more visually stimulating information rather than mostly text-based answers.
Discover’s goal is to change the way people search by providing relevant information to them based on their historical interactions with Google. More relevant content aligned with a user’s preferences means more engagement and a higher degree of satisfaction. Who doesn’t want answers before they even know what the question is?