In the constant dynamic of digital information consumption, the concept of “search” has evolved beyond the simple introduction of a query. Google, aware of the need to offer information before the user knows they need it, developed Google Discover, a tool that aims to revolutionize the way publishers interact with their audience.

Google Discover has become the largest source of internet traffic for digital newspapers, and positioning oneself in Discover is one of the main goals for media outlets. But not only for them, anyone working with the idea of generating traffic for a website can optimize their content to try and take advantage of this tool.

What is Google Discover and why does it matter?

Google Discover can be defined as a personalized magazine displayed on the user’s phone or tablet. It is an automatically generated content feed that appears on mobile devices (Android or Apple) through the Google app or the Google Chrome browser.

The fundamental characteristic of Discover is that it operates without the need for an active query or search by the user. Instead of waiting for the user to type what they want to find, Discover shows personalized content (news, videos, and articles) that Google believes will be of interest to them, based on their previous activity and everything it knows about them. It is worth remembering that if anyone knows us and knows us in depth, it is Google.

Discover vs. Google Search

It is essential to clearly understand the distinction between Discover and Google Search:

• Search: The user performs active searches by entering specific terms. The initiative to find information comes from the user. It is the user who is searching and therefore, who guides the search.

• Discover: Google proactively offers content, suggesting information it considers relevant based on everything it knows about us, which, as we have already said, is not insignificant.

The engine behind Discover is, as it could not be otherwise at this point, artificial intelligence. Content selection is made by analyzing the user’s search history, web and app activity, interaction with other content, Google apps, and even their previous locations. Users have control and can influence what they see by indicating that an article is not of interest to them or by following or unfollowing specific topics.

Strategic relevance and transformation

The importance of optimizing for Google Discover lies in its potential to generate substantial and high-quality organic traffic. Appearing in Discover increases brand awareness and contributes to the long-term growth of the audience. However, publishers must understand this type of traffic as an “additional” source, as clicks are highly unpredictable and vulnerable to Google’s core algorithm updates or other frequent updates. In other words, Discover does not replace Search nor is it opposed to SEO as we have known it until now.

The Google Discover updates in 2025 have reinforced its focus on personalization and social aspects. That is why it has become such a powerful resource.

• Social media integration: Google Discover 2025 is integrating posts from social platforms like X, Instagram, and YouTube Shorts directly into the user’s feed. Google is already known to plan to add more platforms in the future. This creates something like a “unified social feed,” allowing creators’ posts on social media to reach a much wider audience without them having to visit each platform individually.

• “Follow” button: The big news is the “Follow” button. This button allows users to directly follow their favorite publishers and creators. If a user follows a creator, this acts as a direct signal of interest, which helps generate more stable and loyal long-term traffic for the publisher or content creator.

The follow function uses the RSS or Atom feeds installed on the site.

Content optimization strategies for Google Discover

Appearing in Google Discover requires applying a series of SEO techniques when choosing topics, writing content, and defining the publication strategy. It is not easy to appear, but if it is achieved, it is because the work is being done correctly.

Here are some of the best practices that have been agreed upon among industry experts and have proven to work well:

• EEAT (Experience, Expertise, Authoritativeness, Trustworthiness): The creation of high-quality, original, informative, well-written content that is truly valuable to the audience. Google values Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT). To demonstrate EEAT, it is essential to publish with a real byline, create detailed author pages with credentials, and demonstrate expertise in the niche.

• Specialization in entities: Google Discover works by recognizing and relating entities (clearly defined concepts, people, places, organizations, or events). To appear in Discover, it is crucial to specialize and write about entities in which the medium has authority (for example, a sports newspaper specializing in football). Derived entities, for example, “economy + cryptocurrencies,” will work better because they contextualize the content more effectively. Anything that is a proper noun can be considered an entity.

• Authority history: A website with a solid thematic authority in organic SEO has a better chance of appearing in Discover, as Google rewards sites that have demonstrated expertise with constant and relevant content. Again, we must understand the work as a long-distance race, and being consistent will have its reward.

• High-quality images: Images are the visual hook and are extremely important for capturing attention in the feed. Google suggests including large, high-quality images, with a minimum width of 1,200 pixels. It is recommended to enable the “max-image-preview:large” tag. Strategic images include the use of collages, close-ups, or figures of authority, and should arouse curiosity without revealing the main entity.

• Effective Headlines: Headlines are the main factor responsible for success in Discover along with the image. They must incite clicks and generate curiosity. It is recommended to use action verbs and imperatives (such as “run” or “discover”). Headlines are usually long (often more than 13 words) and can be divided into two parts using a colon (:) to summarize the topic and provide an additional nuance. It is crucial to avoid misleading clickbait or providing exaggerated information, although a little “mini clickbait”—not revealing all the information and being slightly sensationalist in the wording—can be useful.

• Multimodal Content: The inclusion of engaging videos in the content increases discoverability, as video is a format that is currently consumed a lot.

Relevance and frequency

• Current events and trends: Discover prioritizes fresh, relevant content that aligns with current trends and events. Google Trends can be used to take advantage of real-time search peaks or cyclical events, such as Christmas or the Mobile World Congress. Another tactic is to use viral videos aligned with the medium’s theme to create news content.

• Geographical location: Google Discover considers the user’s location to personalize content. Media outlets should use headlines and topics that include relevant geographical references if they are looking for local or tourist audiences. The same would apply to companies that focus on specific geographies.

• Publication frequency: Frequency is fundamental. Media outlets that publish 10, 12, or more news items a day usually have a much greater presence in Discover. Articles in Discover have a short lifespan, typically 24-48 hours, so constant updating is key. Is that within the reach of all publishers? The answer is no, but it is still worth persevering.

• Intensive promotion: After publication and indexing, intensive promotion (through social media, newsletters, or push notifications) can concentrate clicks in the first hour, sending signals to Google that the content is trending, which can boost it to Discover.

Technical optimizations and regulatory compliance

To no one’s surprise, both the technical foundation and compliance with a website’s community standards are a requirement for Discover eligibility.

• Mobile optimization and speed: Since Discover is a mobile experience, the site must be fast, easy to navigate, and have a responsive design. Having the best Core Web Vitals is essential.

• Google Search Console (GSC): The medium or publisher must be registered in GSC. It is the tool for tracking performance in Discover.

• Sitemaps and RSS: It is essential to have a news sitemap, specific for news, to ensure that Google quickly indexes the articles. Furthermore, having personalized RSS feeds in the site’s header () facilitates the tracking of the most recent articles by bots. RSS feeds should not be blocked in robots.txt. Enabling the RSS or Atom Feed is crucial, as it enables the follow function in Discover.

• AMP: Accelerated Mobile Pages (AMP) are no longer mandatory to appear in Discover. If the page loads quickly and has good Core Web Vitals, it can work just as well or better without AMP. However, if a project already has AMP pages and a strong presence in Discover, it is advisable to maintain them.

To be eligible to appear in Discover, the content must be indexed and comply with Discover’s content policies. Google prohibits and punishes content that violates these guidelines, including:

• Dangerous, harassing, or hate content.
• Deceptive practices or fake news.
• Sexually explicit, violent, or vulgar language content.
• Sponsored posts or those with too much advertising load.

Performance measurement and conclusion

Continuous monitoring is vital. Google Search Console is the key tool, as it shows the “Discover” tab in the performance section if the site is generating traffic from there. GSC provides the total number of clicks, impressions, and the average CTR for the last 16 months. It is important to note that Google Analytics does not yet show a dedicated traffic source for Discover.

In conclusion, Google Discover is redefining the informational experience in its own way by moving from a query-based model to one driven by AI, personalization, and increasingly, social integration. The 2025 updates, with the integration of social networks (X, Instagram, YouTube Shorts) and the “Follow” button, seek to generate a closer and more personalized experience for the user.

Optimizing for Discover means rigorously focusing on content quality (EEAT), thematic authority (entities), publication frequency, and the strategic use of high-quality images. By focusing on these points and ensuring a solid technical foundation and compliance with policies, content creators can significantly increase their visibility and connect with a wider and more loyal audience.

If Google Search is like going to a library with a specific question, Google Discover is like having a personal assistant who already knows your tastes and selects a stack of readings and visual content perfectly aligned with your interests. For the publisher, appearing in that stack of personalized content is direct access to the future reader. And that, in the current logic we operate in, has a lot of value.