Include emotions in content titles to improve ranking in Google’s Discover feed

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 24, 2021, 2:22 AM GMT+0

Leverage Google’s Search Console Analytics AP and natural language processing to assess Discover data and create content on relevant topics.

Brands looking to get ranked on Google Discover feed must optimise their content titles to convey emotions, rather than use clickbait. In addition, creating listicles can help businesses rank well, as 13% of the top 100 articles in the Discover feed were listicles.

However, businesses should avoid creating a 10-item listicle, as those tend to fare worse and have the lowest CTR. Include 16:9 aspect ratio images which aren’t logos, use at least 1200 pixel wide images, and add a descriptive file name for the image, with caption and alt text for the Discover content. Create content with the E-A-T, (expertise, authoritativeness, and trustworthiness) principles to boost ranking on Discover feed.

Secure the website using HTTPS, include dates, by-lines, author credentials, contact information and more to get ranked on Google Discover feed. Updating evergreen content with new info is recommended to drive Discover traffic. Discover traffic isn't predictable, according to Condé Nast's John Shehata, and shouldn't be considered a primary SEO strategy.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

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