How publishers can master Google Discover – practical tips for news leaders

As traditional Google search traffic is declining, Google Discover is an increasingly important source of traffic for news publishers – with some seeing it account for 90% of their traffic.

Discover, a personalised news feed on Android devices and Chrome browsers, is especially valuable for European publishers given the continent’s high Android usage. The problem, though, is that it’s volatile and hard to control.

How can publishers try and get a handle on Google Discover? We spoke with Clara Soteras, an SEO consultant who works with news publishers across Europe and Latin America, serves as head of innovation and digital strategy at AMIC, an association of 600+ local media in Spain, and recently authored an SEO guide featuring strategies for Google Discover.

Based on her experience, here are the key tips for publishers new to Google Discover.

You cannot “apply” your way in

Discover isn’t something you sign up for – there’s no application or whitelist. You just need to publish timely, quality work that meets Discover’s algorithmic preferences on a regular basis, and above all, build authority in your topic so you become a reference, maintaining consistency across your entities and categories.

Focus on entities, not keywords

Traditional SEO focuses on keywords, but Google Discover operates differently. Instead of targeting specific search terms, publishers need to think in terms of entities – specific people, places, concepts, or topics that Google can clearly identify and categorise.

This means building content around recognisable subjects rather than chasing keyword variations. For example, instead of targeting “football training tips,” focus on specific players, teams, or stadiums that Google can easily identify as distinct entities.

Establish topical authority and commit to consistency

Consistency is crucial for Google Discover success, both in terms of topics and authorship. Publishers need to demonstrate expertise in specific subject areas rather than jumping around between unrelated themes.

“It's important that the same author publishes every day with the same topics or the same entities – not football today, politics tomorrow. You need a consistent discourse,” Soteras explains. This approach builds what she calls “topical authority” – Google's recognition that your publication and specific writers are reliable sources for particular subjects.

Create a strategy for crafting creative, attention-grabbing headlines that are long enough to build curiosity and engagement

This is one of the most important elements of a strong article, and perhaps the greatest value journalists can bring. Headlines that spark expectations often perform best – using questions, numbered lists, or by deliberately hiding the full answer behind the title to encourage readers to click through and discover more.

Leverage local coverage

Location-based content performs particularly well on Google Discover, especially when you mention specific cities or regions in your headlines. This strategy can help you tap into audiences in those areas, even if your publication isn't based there.

Soteras recommends targeting major cities with large audiences and suggests creative approaches like “40 minutes by train to Barcelona” for activities near but not in the main city. This technique allows you to capture both local interest and broader regional traffic.

Pay attention to technical details like image optimisation

The visual elements of your content matter significantly for Google Discover performance. Images need to meet specific technical requirements and should be chosen carefully.

For example, when using cover images, focus on catchy photos, such as detailed shots of recognisable people, rather than generic landscapes. Make sure the images are at least 1200 pixels wide.

Remember that images also carry an editorial component: what we choose to show and how. Prioritise emotions and facial expressions, and, when the entity isn’t mentioned in the headline, consider hiding it in the image as well. The goal is to combine a creative headline with a cover photo that intrigues the reader without immediately giving away the answer.

Track performance with specialised tools

Specialised tools can help you analyse which topics, headlines, and content types perform best on the platform.

Soteras recommends GDdash for analysing performance, as well as Discover Monitoring from Marfeel and DiscoverPulse from NewzDash for monitoring trends.

Think beyond Discover for long-term strategy

Google Discover can deliver impressive traffic numbers, but publishers shouldn’t rely on it too much. The platform's volatility makes it unsuitable as a sole traffic strategy, especially as AI continues to impact traditional search results.

“With the AI [features] and AI overviews, you need to create a brand. You need to work with brand awareness… because with AI, we lose a lot of traffic. And the type of user that comes from Google Discover, it’s only one shot,” Soteras warns. Discover users typically don't return or engage deeply with your brand.

Use Discover traffic to pay immediate bills, but simultaneously invest in building subscriber bases, newsletters, and other owned media channels that create lasting reader relationships.

Source of the cover photo: 2H Media via Unsplash