Traditional Google searches are losing relevance. AI-driven searches with ChatGPT & Co. are reshaping user behavior, while Google itself is pushing zero-click searches through AI-generated summaries. As a result, external links are clicked less frequently. For publishers, this means visibility increasingly depends on where users passively encounter content – even before they actively search. One of the most important places for this is Google Discover.
What is Google Discover – and why does it matter?
efault; on iOS, it can be accessed through the Chrome browser (when logged into a Google account). On desktop, Discover is currently being rolled out step by step.
The feed displays personalized articles, videos, images, and product recommendations – tailored to each user’s individual behavior. This way, it reaches billions of people worldwide and continues to grow steadily.
For publishers, Discover is becoming a significantly more relevant traffic channel. According to data from the analytics platform Chartbeat (analysis of 700 U.S. news websites), social media’s share of traffic fell from 6% to 4% between early 2023 and mid-2024 (source). Over the same period, Google Discover’s share rose to as much as 13%. The advantage: content is not only found when someone actively searches, but seamlessly integrated into the mobile consumption flow.
What type of content Discover favors
Google Discover rewards freshness, relevance, and visual appeal. Top-performing content includes:
- News & trends – current articles from trusted sources
- Background & evergreen content – analyses, features, guides, especially when tied to trending topics
- Visual content – high-quality images, infographics, videos
- Products & recommendations – content with clear consumer value
Important: Most articles are less than five days old. Content needs to be fresh, mobile-optimized, and user-focused.
Optimization strategies for publishers
- Craft strong headlines
Precise, relevant, curiosity-driving titles increase click-through rates. Avoid clickbait – instead, communicate real value. - Use authentic visuals
Large, original images (at least 1200 px wide) improve visibility. Stock photos or logos perform poorly – genuine visuals build credibility. - Deliver freshness & uniqueness
Breaking news, exclusive insights, or local relevance perform especially well. Evergreen content works if connected to current topics. - Ensure mobile usability
Short paragraphs, clear subheadings, bullet points, and fast load times are essential. Content must be easy to consume on smartphones. - Strengthen E-E-A-T & brand trust
Google favors content from competent, trustworthy sources. Name authors, highlight expertise, use secure domains. The Follow button in Discover helps build a loyal readership. - Leverage social echo
Content that sparks strong interaction on social media has better chances in Discover. Shares, comments, and likes amplify relevance.
Measuring success with Search Console
The Discover report in Google Search Console allows publishers to analyze impressions, clicks, and topic clusters. This makes it easy to see which content works and where optimizations are needed.
Pro tip: traffic fluctuations are normal. The key is to spot patterns and adjust based on data – e.g., through A/B testing of headlines or comparing content formats.
Conclusion: Discover as a strategic growth channel
Google Discover is no longer an experiment – for many users, it has become a daily entry point to the internet. For publishers, it offers a strong opportunity to tap into new audiences, build brand awareness, and achieve significant spikes in reach.
Those who consistently focus on strong headlines, high-quality visuals, mobile usability, and data-driven optimization will turn Discover into a fixed part of their publishing strategy – securing a place in the feed of the future.
