Google’s Discover feed presents mobile users with a stream of content based on the user’s interests. For publications that have managed to get their content featured in it, the Discover feed can drive substantial traffic — but, unfortunately, “there’s no way to create content that explicitly targets Discover’s interest matching,” John Shehata, VP, global audience development strategy & CRM at Condé Nast, said, quoting Google during his session at SMX Next.
“That’s absolutely true, but there are certain things [that you can do to] increase your chances of ranking well in Google Discover,” he added. Using data obtained from one million pages (equating to 27 billion impressions) over the prior 90 days, in tandem with his own experience, Shehata provided the following tactics publishers can use to strengthen their ability to rank in Google Discover.
Use emotional titles, not clickbait
“When we analyzed the titles that perform very well in Google Discover [the top titles above 25% CTR and have at least 10,000 impressions] . . . You will see a lot of them are in that area of ‘clickbaity,’ so is there bait and switch?” Shehata said.
“No, that will not work, if you promise one thing and you go to the site and it’s completely something else, Google can recognize this very well, but emotional titles still work very well,” he said, pointing out that there is a fine line between clickbaity, outrageous titles and titles with an effective emotional element.
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