How to Use Google Discover to Guide PR Topics

Google Discover serves personalized content to over 800 million monthly active users through its mobile app and homepage. PR professionals who optimize their content for Google Discover gain access to a powerful distribution channel that can drive significant organic traffic. This feed-based content discovery platform uses artificial intelligence to match high-quality content with interested readers based on their search history, device location, and activity patterns. By understanding how to create and optimize content for Google Discover, PR teams can increase their reach, build authority, and connect with engaged audiences who are actively interested in their topics.

Understanding Google Discover’s Content Selection Process

Google Discover differs from traditional search by proactively showing users content before they search for it. The platform analyzes user behavior patterns and interests to surface relevant articles, videos, and other content types that match individual preferences.

For PR professionals, this means creating content that aligns with audience interests while maintaining high quality standards. Google’s algorithms look for content that demonstrates expertise, experience, authoritativeness, and trustworthiness (E-E-A-T). This includes factors like the author’s credentials, the publication’s reputation, and the overall accuracy and depth of information presented.

The platform also prioritizes fresh content and timely updates to existing articles. PR teams should monitor trending topics in their industry and regularly refresh their content to maintain visibility in Discover feeds.

Creating Headlines That Drive Engagement

Headlines play a critical role in Google Discover performance. Unlike traditional search results, Discover presents content in a more visual, feed-like format where headlines must immediately capture attention.

Strong headlines for Discover should:

• Be specific and descriptive
• Include relevant keywords naturally
• Avoid clickbait tactics
• Create genuine interest
• Match the content’s actual value

For example, instead of “Amazing New Technology Changes Everything,” use “5G Network Expansion Increases Remote Work Capabilities for Small Businesses.” The second headline provides clear value and sets accurate expectations for readers.

Research shows that headlines between 55 and 70 characters perform best in Discover feeds. This length provides enough space to communicate value while remaining scannable on mobile devices.

Optimizing Visual Content for Maximum Impact

Visual elements significantly influence content performance in Google Discover. The platform favors articles with high-quality featured images that are at least 1200 pixels wide and maintain a proper aspect ratio.

Key image optimization requirements include:

• Minimum dimensions of 1200 x 630 pixels
• Clear, high-resolution quality
• Relevant to the content topic
• Proper image compression for fast loading
• Descriptive file names and alt text

Videos can also perform well in Discover feeds when properly optimized. Best practices for video content include:

• Engaging thumbnails
• Clear titles and descriptions
• Proper schema markup implementation
• Mobile-friendly playback options
• Transcripts for accessibility

Maintaining Content Freshness

Google Discover prioritizes recent, relevant content. PR teams should implement a regular content audit and update schedule to maintain visibility in Discover feeds.

Content freshness strategies include:

1. Regular fact and statistic updates
2. New example additions
3. Current event connections
4. Industry development incorporation
5. Expert quote updates

When updating existing content, make meaningful changes that add value for readers. Simply changing dates or making minor edits won’t significantly impact Discover performance.

Implementing a Mobile-First Approach

Since most Google Discover usage occurs on mobile devices, content must be optimized for smaller screens. Mobile optimization affects both user experience and content visibility in Discover feeds.

Essential mobile optimization elements include:

• Fast page loading speeds (under 2.5 seconds)
• Responsive design implementation
• Easy-to-tap buttons and links
• Readable font sizes (minimum 16px)
• Proper spacing between elements

Google’s mobile-friendly test tool can help identify potential issues affecting mobile performance. Regular testing ensures content remains accessible and engaging across all devices.

Measuring and Analyzing Performance

Google Search Console provides specific metrics for Discover performance. PR teams should monitor:

• Total impressions in Discover
• Click-through rates
• User engagement metrics
• Content types driving traffic
• Performance trends over time

This data helps identify successful content patterns and areas for improvement. Track metrics regularly to refine your Discover optimization strategy.

Topic Selection and Content Planning

Successful PR content in Google Discover often falls into several key categories:

1. Industry news and updates
2. Expert analysis and insights
3. How-to guides and tutorials
4. Case studies and success stories
5. Trend analysis and predictions

When planning content, consider topics that:

• Address current industry challenges
• Provide practical solutions
• Offer unique perspectives
• Connect with trending discussions
• Demonstrate thought leadership

Technical Optimization Requirements

Beyond content quality, technical optimization affects Discover visibility. Key technical requirements include:

• Valid HTML markup
• Proper schema implementation
• Fast server response times
• Secure HTTPS protocol
• Clean URL structure
• Mobile-friendly design

Regular technical audits ensure content meets Google’s quality standards for Discover inclusion.

Content Structure and Formatting

Well-structured content performs better in Google Discover. Key formatting elements include:

• Clear hierarchical headings
• Short, focused paragraphs
• Bulleted and numbered lists
• Table of contents for longer pieces
• Strategic use of white space
• Relevant internal and external links

This structure helps readers quickly find valuable information while signaling content quality to Google’s algorithms.

Conclusion

Success in Google Discover requires a strategic approach combining quality content creation, technical optimization, and consistent monitoring. PR professionals should focus on creating valuable, timely content that serves their audience’s needs while maintaining high technical standards.

To get started:

1. Audit existing content for Discover optimization opportunities
2. Implement a regular content update schedule
3. Monitor performance metrics in Search Console
4. Test and refine your approach based on data
5. Stay current with Google Discover guidelines and best practices

By following these guidelines and consistently producing high-quality, relevant content, PR teams can effectively use Google Discover to expand their reach and connect with engaged audiences.