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Audience behavior and platform algorithms govern brand evolution. These two parameters change and evolve so quickly that it has become crucial and complex to stay ahead in the SEO game. Therefore, amid these changes, Google Discover has emerged as a transformative force in generating organic traffic, especially for publishers and content creators.
Launched in 2018, Google Discover is a search product designed to deliver personalized, curated content to users without needing a search query.
In this sense, Discover's unique ability to suggest content tailored to users' interests has made it the protagonist within the SEO landscape. Discover traffic shows constant growth even as social media platforms such as Facebook and X (formerly Twitter) are experiencing a decline in referral traffic.
What is Google Discover?
Google Discover aggregates a wealth of highly personalized content from articles, videos, and more that is delivered directly to users' mobile devices.
Discover is located below the Google search bar on Android devices, within the Google app on iOS, or below the search bar on google.com via the Chrome app. It ensures seamless content visibility, and while it is currently limited to mobile users, Google's testing of a desktop version has shown that it can significantly expand reach and reshape organic traffic flows.
For businesses and publishers, Google Discover has been a marvel because it makes it much easier to surface content to users based on their search history, location, and preferences, all without requiring active input. This passive discovery model provides unparalleled opportunities to boost audience engagement.
The High Value of Google Discover for Publishers
The value of Google Discover will always depend on the nature of the user's website. For example, for publishers and sites that rely on display ads or affiliate links, Discover represents an incredible tool that can drive massive traffic. But for e-commerce sites or service providers, on the other hand, the benefits can be less obvious, although equally promising, especially if Discover shows high-converting pages, such as product pages (which would directly help increase sales) or contact pages.
That's why it's essential to understand whether Discover traffic aligns with your website's KPIs. Unfortunately, Google Analytics doesn't offer a dedicated source or medium for Discover traffic, making it difficult to measure its direct impact. However, Google Search Console's performance reports include a Discover tab, which provides essential information on traffic patterns and engagement metrics.
How to Manage Traffic Volatility in Google Discover
A key feature that has made Google Discover so trendy is its volatility. Thanks to this, publishers have witnessed spectacular spikes (thousands or even millions of clicks in a day) followed by sharp declines.
This unpredictability is due to factors such as algorithm updates, changes in user interests, and testing of new content formats. Staying afloat with ironclad SEO is complex and must constantly be updated.
However, Google's updated guidelines for Discover highlight the fluid nature of this platform, urging publishers to consider Discover traffic as a "bonus" rather than a constant source. That is, not to count on it alone.
The main reasons for traffic fluctuations would be:
Algorithm updates: updates will come, both for Google and in terms of useful content, and this can significantly affect visibility.
Content Relevance: Discover will prioritize timely, trending, and family-friendly content. Although there is some great evergreen content out there.
Site Quality: Discover will check the quality of your site and what you offer on it, so keep your content high-quality, engaging, and visually appealing to keep you enjoying traffic.
Successful Strategies in Google Discover
While we know that traffic volatility is inevitable, there are proven strategies to optimize your site for Discover and increase the likelihood of sustained error-free traffic:
Optimize for speed and mobile experience: User experience is vital for traffic, and Discover's audience is exclusively mobile. So, to achieve success, make sure you have a responsive, fast-loading website.
Monitor performance in Google Search Console: Periodically analyze the Discover tab in Search Console to track traffic trends. This way, you can use high-performing content and adjust your strategy accordingly.
Comply with content guidelines: Make sure your site complies with Google News and Discover inclusion policies. These include avoiding NSFW or controversial content, as Discover's algorithm broadly filters out such material.
Focus on trending topics: Timely, relevant content resonates best with Discover's algorithm and the entire web. Leverage tools like Google Trends to identify and align this content with popular topics.
Create engaging, high-quality content: Discover favors visually appealing and mobile-friendly content. That means using large, high-resolution images and compelling headlines to grab attention.
Discover's Impact on SEO
With traffic from traditional social media platforms declining, Google Discover has become a beacon of hope for publishers. For example, Chartbeat data reveals that while referral traffic from platforms like Facebook and X has declined, Discover's traffic share continues to grow.
Publishers like Newsweek and Reach plc have reported that Discover often outperformed Google Search and News in traffic generation. That’s saying something: even with the rise of AI-powered search improvements, Google Discover remains resilient. Unlike AI tools like ChatGPT or Perplexity, which have yet to gain significant traction in referral generation, Google Discover remains resilient.
That's why we love it – Discover's tailored approach ensures it remains a valuable publisher asset.
Statistically, here's how referral traffic changed between November 2023 and November 2024, according to Chartbeat's analysis:
Direct traffic: decreased from 23% to 20% of total site visits.
Google Discover: increased from 22.8% to 25.7%.
Google Search: increased slightly from 14% to 14.9%.
Bing: increased marginally from 0.5% to 0.6%.
Google News: decreased slightly from 1.7% to 1.5%.
Facebook: fell from 6.4% to 4%.
X (formerly Twitter): decreased from 0.6% to 0.4%.
Other platforms, including Instagram, Pinterest, Reddit, Threads, YouTube, and LinkedIn, contributed less than 0.5% each.
(Note: Chartbeat began separately measuring Google Search and Discover traffic in May 2023.)
What the Future Holds with Google Discover
As Google experiments with extending Discover to the desktop, the platform's potential impact on the SEO industry is growing and not stopping. This expansion could revolutionize content visibility and redefine user engagement, particularly for publishers prioritizing organic traffic (which is a majority).
For now, businesses and publishers should focus on creating engaging, high-quality, mobile-optimized content while leveraging Discover's volatility.
As the digital landscape evolves, Google Discover stands out as a key player in shaping the future of organic traffic and audience discovery. We'll be there, leaning on it.
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