What is Google Discover and how to use it to appear first in the search engine

This feature allows you to identify current topics of interest, which can guide the creation of relevant content for users.

Those who create online content often wonder what topics are trending and how to get their posts to appear first. One of the least visible but most influential ways to achieve this is to appear in Google Discover.

Discover is a Google feature that displays a selection of articles, videos, and news tailored to a person's interests, without the user having to type a search.

It's part of the Google Search system, but it works differently: it doesn't answer questions, but rather presents content based on previous browsing activity, search history, and app usage patterns.

This system has become an important source of traffic for many websites, especially news outlets, specialized portals, and content creators. Its operation, however, is neither obvious nor predictable, and it does not depend on specific tags or technical structures.

                                                                     

How Google Discover works

Google Discover uses signals similar to those of traditional search engines, but instead of presenting results based on a query, it organizes content tailored to the user's interests.

The system detects these interests based on activity recorded on Google services, such as search history, website visits, app usage, and preferences stored in the user's account.

Content can include recent or older posts, if the system deems them still relevant. Google notes that no special label is required to appear in Discover, but the platform's content policies must be followed.

Topics that typically have a high presence in the feed include current events, entertainment, sports, health, technology, and lifestyle. However, the type of content shown varies depending on each user's behavior.

Recommendations for increasing visibility on Google

Google does not guarantee that a given page will appear in Discover, even if it meets all the technical requirements. However, it offers several recommendations to improve the likelihood of being included in this channel:

1.      Use clear titles that accurately describe the content, without resorting to formulas designed to artificially capture clicks.

2.      Include large, high-quality images (at least 1200 pixels wide).

3.      Avoid using misleading elements in visible snippets, such as exaggerated headlines or images that don't reflect the actual content.

4.      Produce informative, well-written content that provides value or novel information on topics of current interest.

5.      Do not encourage artificial interactions through tactics such as morbid curiosity, sensationalism, or outrage.

Discover automatically excludes certain types of content it deems unsuitable for an interest feed. These include forms, calls for proposals, satirical content without context, petitions, and technical repositories.

                                                                                      

Traffic and visibility: a complementary channel

Traffic from Google Discover can represent a significant portion of a website's visits. However, it is variable and less predictable than traffic obtained through conventional search engines. This is because the system continually adapts to users' individual interests.

Google warns that changes in browsing preferences, trending topics, or search algorithm updates can affect a site's visibility in Discover. For this reason, it recommends treating this channel as a complementary source of traffic rather than a permanent pillar.

How to monitor performance with Google Discover

Sites that receive traffic from Discover can access specific metrics through the Performance report available in Google Search Console.

This report includes impressions, clicks, and click-through rate (CTR) for all content displayed in Discover over the past 16 months, provided a minimum number of impressions is met to trigger the report.

This tracking allows publishers to understand what type of content is most visible in the feed and how its performance evolves over time.

The 'Follow' feature in Chrome

Discover also includes a tool that allows users to subscribe directly to websites using the "Follow" button.

This option is currently only available in English and in countries such as the United States, the United Kingdom, Canada, Australia, New Zealand, and South Africa. Users who activate it can receive updates from their favorite sites in the "Following" tab in Chrome on mobile devices.

Although its current reach is limited, this feature opens up a new opportunity to build audience loyalty within the Google environment without relying exclusively on traditional searches.