How to Plan and Write Content for Google Discover

Google Search starts with a question. The user enters a query, and the search engine tries to show them the most relevant answer.

Google Discover works differently. There’s no mandatory search, no specific keyword, and no traditional results page. Instead, the user sees a personalized stream of articles, news, videos, and other content that Google considers relevant to their interests.

This difference changes the entire approach to content.

For Search, we usually start with the question, “What are people searching for?”

For Discover, we need to add another one: “What would catch their attention even before they’ve decided to search for it?”

A successful Discover strategy doesn’t reject SEO principles; rather, it builds on them with editorial thinking, a deep understanding of the audience, and strong visual presentation. The topic must be useful and credible, but also timely, recognizable, and interesting enough to make people stop scrolling.

What is Google Discover?

Google Discover is a personalized feed that displays content based on a specific user’s presumed interests. Personalization may be influenced by the user’s Web & App Activity, the topics they follow, previous searches and interests, location, and other signals.

The content is displayed only on mobile devices – in the Google app, and on some Android devices, in other integrated elements of the operating system.

For a page to be eligible for Discover, it does not need to use a special Discover tag or have a separate type of structured data. It is sufficient for the page to be indexed by Google and to comply with content policies.

However, this only means that it may appear; it does not mean that Google will necessarily display it.

Discover uses many of Google Search’s systems and signals, including those for useful, reliable, and human-centered content. The difference lies in the context of distribution – the algorithm does not respond to a query but selects what to offer in a personalized information stream.

That’s why a post with excellent SEO performance won’t always perform well in Discover. Conversely, a topic with relatively low search volume can perform exceptionally well in a feed environment if it aligns with the interests of the right audience.

What Kind of Content Works Well on Discover?

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Officially, Google does not categorize content into mandatory categories such as “evergreen,” “trending,” and “relevant.” However, these categories serve as a useful editorial framework when planning content.

Timely and Evolving Content

This category includes news, major changes, seasonal events, reactions, results, and breaking news. Its power comes from the moment – interest already exists, and the publication becomes part of an active news cycle.

This could be:

• Breaking news;
• An explanation of a new development;
• An analysis following a major event;
• A recent change in regulation or practice;
• Regional or niche news;
• A story related to a topic of public debate.

With this type of content, speed is important, but it is not enough. The article must provide added value – context, explanation, expert opinion, or a clear summary of the implications.

Evergreen Content

Older content is not excluded from Discover. Google explicitly states that older pages may also be displayed if they remain useful and relevant to the user’s interests.

That’s why the following have potential:

• “How-to” articles;
• Guides;
• Recipes;
• Health and science explainers;
• Practical comparisons;
• Lifestyle content;
• In-depth articles on sustainability topics;
• Stories with a human or emotional angle.

Evergreen content is particularly valuable when it can be periodically revitalized by a new season, event, or public interest.

An article on sun protection, for example, can be useful year-round, but the likelihood of it generating greater interest increases at the start of summer. Content on home heating may return to the spotlight when the first cold snap hits or when energy prices change.

Content That’s Relevant Right Now

Between breaking news and classic evergreen content, there’s another category – content that isn’t necessarily triggered by a specific event but aligns with current consumer interests.

This could include seasonal habits, cultural trends, popular foods, travel, sports, home care, health issues, or topics that periodically resurface in public discourse.

This is where much of Discover’s potential lies. The topic doesn’t have to be breaking news. It just needs to feel relevant right now.

The Technical Foundation: Without It, Even a Good Topic May Go Unnoticed

A creative editorial plan won’t help if the page can’t be crawled, indexed, or properly understood by Google.

Before we start looking for “Discover topics,” we need to make sure the technical foundation is solid.

The Page Must Be Accessible and Indexed

The content must not be blocked by robots.txt, noindex, a registration requirement, or any other mechanism that prevents Google from seeing the page.

The title must clearly describe the content, and the content must comply with Search Essentials, spam policies, and specific rules for Discover.

It’s important to be transparent about who is behind the publication.

Depending on the type of page, this includes:

• A clearly identified author;
• Publication date;
• Date of last update;
• Information about the publisher;
• Author page or biography;
• Editorial standards and website contact information.

These elements aren’t just for show. They help both users and Google’s systems understand the origin and context of the information. Google’s E-E-A-T policies are particularly important here, where content can spread exponentially in a feed environment.

The Mobile Version Is the Only Version

Google uses the mobile version of the content for indexing and ranking. If important text, images, or structured data are present only on the desktop version, they may remain invisible to the systems that evaluate the page.

The mobile version must include:

• The same core content;
• The same important images;
• Equivalent titles and metadata;
• The same alt text;
• The same relevant structured data.

The core content must not load only after a user action, which Googlebot may not perform.

Large Images Must Be Enabled

For an image to be displayed in large size, the page must allow max-image-preview:large. 

It is recommended that the image be specified using og:image or appropriate structured data.

The Image Isn’t Just an Addition to the Discover Topic

In traditional content planning, a topic is often chosen first, the text is written, and only at the very end is a photo selected.

With Discover, this approach doesn’t work.

The feed is a highly visual environment. With this type of content, we rely on visual SEO just as much as we do on well-written text.

Users see the image and the headline before they know what the content is about. That’s why the visual concept must be part of the planning from the very beginning.

Google recommends that images for Discover be at least 1,200 pixels wide, have high resolution, and cover a total area of more than 300,000 pixels. The recommended aspect ratio is 16:9, and you should anticipate that the image may be automatically cropped.

A strong Discover image has a clear focal point – a person, place, product, action, process, or result. It should convey the topic at first glance.

Images that work best are those that:

• They depict a real-life situation;
• They convey a human or emotional moment;
• They visualize a process or change;
• They tell part of the story;
• They remain understandable even when cropped differently;
• They look editorial, not promotional.

The image should represent the product, not just the brand. A logo, a generic stock photo, or a beautiful but unrelated composition rarely creates a strong enough visual promise.

Images with too much text should also be avoided. They are difficult to read on a small screen, can look like a banner, and often lose their meaning when automatically cropped.

From a technical standpoint, the image must be crawlable, use a supported file format, and be embedded using a standard HTML element – typically <img>– rather than just as a CSS background. Descriptive alt text is also required.

There Is No Special Discover Schema Markup

One of the common myths is that there is a special schema markup that “includes” a page in Discover.

There is no such thing.

For articles, you can use Article, NewsArticle, or BlogPosting. Structured data does not guarantee inclusion in Discover, but it helps Google understand the page’s title, images, author, and dates.

Google recommends JSON-LD when the site’s technical infrastructure allows it, as the format is generally easier to manage and maintain. The markup should describe the content that is actually visible on the page.

Important fields include:

• headline;
• image;
• datePublished;
• dateModified;
• author;
• publisher.

It is helpful to submit high-quality versions of images in 16:9, 4:3, and 1:1 aspect ratios. After implementation, the markup should be checked using the Rich Results Test and, if necessary, the Schema Markup Validator.

Planning Starts With Interest, Not Just a Keyword

Keyword research remains an important part of the process. It shows us how people phrase their questions, what problems they have, and what language they use.

But Discover isn’t just a list of results triggered by a single search query. That’s why the classic “one keyword, one article” logic isn’t enough.

It’s more useful to work with clusters of interests – groups of topics that the audience follows over time.

For each thematic cluster, we can ask three questions:

1. Do people follow the topic over the long term?
2. Does it have seasonal or periodic recurrence?
3. Does it carry practical, emotional, or cultural significance that makes it suitable for the feed?

For example, “healthy eating” is too broad a concept. As an interest cluster, it can be expanded to include summer diets, seasonal foods, gut health, issues after overeating, eating for specific symptoms, myths about popular products, and expert analyses of new trends.

Instead of isolated posts, we get a thematic system.

How Do You Build a Content Cluster for Discover?

A strong content cluster explores a main topic from different angles and for different user needs. At the center is the core topic – the subject that the audience is interested in. Four additional layers can be built around it.

Hero Content

This is the strongest and most representative piece of content on the topic.

It can take various forms, such as:

• A comprehensive guide;
• A pillar article;
• A key explainer;
• Key evergreen content;
• Original research or in-depth analysis.

The hero content creates the foundation to which more specific posts can be linked.

Timely Layer

This includes news, updates, reactions, seasonal occasions, and current events.

This layer allows the site to tap into current interest without having to start from scratch on the topic every time.

Depth Layer

This is where we provide context.

Expert analysis is developed through:

• Analyses;
• Comparisons;
• Expert perspectives;
• Explanations of the background;
• Local interpretations;
• Human-interest stories.

This is also the part of the text that will set it apart from competitors’ content.

Refresh Layer

These are topics that can be updated periodically.

They include:

• Seasonal guides;
• Recurring topics;
• Annual rankings;
• Content related to periodically changing data;
• Articles that are published on specific occasions.

This approach benefits Discover, Search, and the site’s internal architecture simultaneously. Instead of publishing haphazardly, we create a recognizable thematic presence.

Where Can We Look for Ideas for Discover Content?

There are several different approaches that can help you create a content calendar featuring Discover content.

Seasonality

Seasonal topics are among the easiest to plan in advance because user interest tends to resurface around the same time each year.

To identify them, you need to understand:

• The seasonal characteristics of the business;
• Customer behavior throughout the different months;
• Recurring issues faced by the audience;
• Holidays, vacations, and special occasions;
• The periods when certain products or services become more relevant.

Here, the timing of publication is crucial. We don’t wait for the topic to reach its peak; instead, we publish early enough so that the page can be crawled, indexed, and recognized.

Practical Value

Content that solves a clearly defined problem naturally fits into Discover.

Formats such as “how-to,” “X ways to,” “what to do when…,” or “A vs. B” make a specific promise. The reader immediately understands what they’ll get.

A good, useful topic addresses a specific real-life situation:

• What should we eat when we have a bloated stomach?
• How can we cool down our home without air conditioning?
• SPF 30 or SPF 50?
• What should we know before buying an electric bike?

This doesn’t mean we should mechanically turn every headline into a listicle. The key is that the practicality must be real, not just claimed.

Topics with Zero-Click Searches

The phrases that SEO tools identify as zero-click can be a valuable source of ideas because they often contain specific and important questions.

But the zero-click status alone does not make a topic suitable for Discover.

The potential comes from the fact that behind the question there may be:

• A practical problem;
• A need for an in-depth explanation;
• A health or financial risk;
• Confusion between similar concepts;
• A need for expert interpretation.

To justify the click, the content must provide more than the short answer the user can see directly in the search engine.

Original Expertise

Discover should not be a channel for regurgitating what has already been published elsewhere.

Every topic must have an editorial angle. This could be:

• A new fact;
• Original research;
• An expert opinion;
• A more in-depth explanation;
• Local context;
• A summary of complex information;
• A practical conclusion missing from other coverage.

Especially in the areas of health, finance, law, and safety, it is important that the expert not be used merely as a name at the end of the article. Their contribution must be visible in the content.

Local Context

Localization isn’t an automatic ranking boost, but it can significantly increase the relevance of a topic to a specific audience.

Instead of general information about electric bicycles, we can explain the rules that apply in Bulgaria. Instead of an abstract discussion of summer heat, we can examine the risks associated with the local climate, infrastructure, and lifestyle.

Local context may include:

• National legislation;
• Local prices and market conditions;
• Regional events;
• Local tournaments;
• Cultural customs;
• Seasonal characteristics;
• Specific services and institutions.

This often transforms a general topic into more distinctive and practically useful content.

How to Evaluate a Discover Topic

Before an idea is added to the editorial calendar, it must pass six checks.

1. Interest signal

Is there genuine interest beyond a single specific request?

Look for evidence in Search Console, Google Trends, social media platforms, comments, forums, customer questions, and previous content.

2. Editorial angle

Is there a clear answer to the question, “Why should we be the ones to publish this content?”

If the topic could be covered in exactly the same way by any website, the angle is likely not strong enough.

3. Visual potential

Can the topic be supported by an image that is immediately understandable?

When the answer is “we’ll just use a stock photo,” the idea hasn’t been fully developed yet.

4. Thematic fit

Does the post fit within the areas where the website has real expertise?

An interesting topic isn’t necessarily the right topic for a specific business.

5. Refresh potential

Can the content be updated for a new season, data, event, or change?

This isn’t a requirement, but it increases long-term value.

6. Cannibalization check

Is there already a URL that covers the same search intent and editorial angle?

Before creating a new page, we should check whether it makes more sense to update an existing one.

A good Discover topic isn’t just interesting. It’s distinctive, visually compelling, and strategically well-positioned.

Thematic Consistency Is More Valuable Than Haphazard Publishing

A website that writes about health today, cars tomorrow, and interior design the day after that will struggle to establish a clear identity with its audience.

This does not mean that every publisher must focus on a single topic. By their very nature, media outlets cover a broad spectrum. But even for them, it’s essential to have recognizable editorial focus areas, authors, and formats.

In practice, the editorial plan can be organized around four to eight core themes.

For each core theme, there should be:

• Recurring formats;
• Consistency over time;
• Clear authors or subject matter experts;
• Key evergreen content;
• Opportunities for timely publications;
• Internal links between pieces.

Thematic expertise isn’t built with a single long article. It’s built up through consistent, high-quality, and editorially cohesive content.

How Do You Write for Google Discover?

Discover doesn’t require any specific literary genre. The foundation remains “people-first” content – the material must be created for real readers, not just for the algorithm.

The difference is that attention in a feed environment is gained and lost much more quickly.

Start With a Clear Thesis

Right from the start, the reader must understand what the article is about.

This includes information such as:

• What the material is about;
• Why the topic is important;
• What the reader will learn;
• Why they should keep reading.

Long introductions, general phrases, and historical digressions before the actual information can diminish the impact of even a good topic.

Provide Context, Not Filler

A quick start doesn’t mean superficial text.

Instead of filling paragraphs with general information, we should answer the following questions:

• What is happening?
• Why is it happening?
• Who is affected?
• What are the consequences?
• What can be done?

Context is necessary, but it should help the reader understand the issue.

Write Confidently, but Don’t Exaggerate

When covering sensitive topics, the tone should be credible and considerate. You shouldn’t create a false sense of certainty, especially when the facts are tentative or science doesn’t have a clear-cut answer.

This applies particularly strongly to YMYL content. Sources, the author, expert verification, and timeliness must be clearly visible.

Add Genuine Editorial Value

Simply compiling five already-known facts from other websites is not enough.

The text must demonstrate original work – analysis, curation, synthesis, verification, interviews, comparisons, personal experience, or local application.

Can we use emotion in headlines?

Emotion is not the same as clickbait.

Discover is a platform where the headline needs to grab attention. It’s perfectly acceptable for it to contain an element of surprise, contrast, a human angle, or a strong practical outcome.

The problem arises when the headline:

• Exaggerates;
• Is misleading;
• Hides key information;
• Promises something the text doesn’t deliver;
• Relies on shock, outrage, or morbid curiosity;
• Creates artificial anxiety;
• Uses an image with no real connection to the content.

Google explicitly recommends that headlines capture the essence of the material and warns against misleading key information, exaggeration, and sensationalism based on shock or outrage.

A better approach is to evoke emotion through meaning.

Instead of hiding the answer, we show why it matters. Instead of creating artificial mystery, we frame genuine curiosity.

Misleading: “Doctors don’t want you to know what this food does to your body”

Better: “How daily consumption of this food can affect your cholesterol”

The second headline still holds a promise and sparks interest, but the reader understands what the topic is and isn’t being manipulated.

A new URL or a refresh of old content?

With Discover, every new development doesn’t require a new page.

An accumulation of similar URLs can dilute signals, confuse users, and lead to cannibalization.

We create a new URL when:

• There is a different user intent;
• There is a new and distinct editorial angle;
• The format is different – for example, an analysis instead of a brief news item;
• The publication has sufficient intrinsic value;
• The old URL cannot logically cover the new development.

By following these guidelines, you can easily determine whether new content is needed.

We update an existing page when:

• The topic is the same, but there is a new reason;
• The content is seasonal or periodic;
• The URL already has a strong history;
• The new information naturally builds upon the old text;
• It makes more sense to strengthen the existing page.

When refreshing a page, it’s not enough to just change the date. We must add genuinely new information, verify the facts, improve the structure, and, if necessary, update the title and image.

We merge content when:

• There are several URLs on nearly identical topics;
• The titles and intentions overlap;
• None of the pages has sufficient standalone value;
• Traffic and external signals are spread across similar posts.

That’s why a trackable content calendar is essential. It serves not only for future planning but also as the site’s memory – recording what was published, when it performed well, what the angle was, and when it needs to be updated.

What Should We Analyze in Google Search Console?

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The Discover report appears in Search Console only when the property has reached the minimum required number of impressions. It allows you to track clicks, impressions, and CTR, and the data can be grouped by page, country, date, and appearance type.

The analysis shouldn’t be limited to the question, “Which article generated the most traffic?” It’s more important to look for patterns.

Topics With Recurring Spikes

When a URL is triggered more than once, the interest is likely seasonal or recurs on a specific occasion.

This is a signal to plan a refresh in advance, rather than waiting for the next peak.

High Impressions but Low CTR

Google displays the content, but the preview doesn’t convince enough people to click on it.

We check:

• The headline;
• The main image;
• The clarity of the editorial angle;
• The specificity of the promise;
• The connection between the image and the topic.

Here, we often have a good idea but poor execution.

High CTR, but Few Impressions

The content attracts the people who see it, but reaches a limited audience.

This could be a signal for:

• Follow-up articles;
• Expanding the topic cluster;
• Broader coverage of related interests;
• New formats around the same topic.

Low reach in this case does not mean a weak topic, but rather untapped potential that is worth developing strategically.

High CTR, but Few Impressions

The content attracts the people who see it, but reaches a limited audience.

This could be a sign that:

• Follow-up articles are needed;
• The topic cluster should be expanded;
• The related interest should be covered more broadly;
• New formats should be explored around the same topic.

Low reach in this case doesn’t mean a weak topic, but rather untapped potential that’s worth developing strategically.

Groups of Topics That Work

We shouldn’t just analyze individual winners. If several health-related articles, local topics, or seasonal how-to articles perform well, we’ve likely discovered a repeatable pattern.

This pattern is more valuable than a one-off viral hit because it can be replicated and built upon.

Formats That Succeed

Sometimes the audience responds not only to a topic but also to a specific presentation style.

Suitable formats include:

• How-to;
• Explainer;
• List of practical solutions;
• Analysis;
• Update;
• Comparison;
• Evergreen guide.

This is a format breakdown that can also be applied to other core topics.

Long-Lived Content

Some posts experience a brief spike in traffic and then fade away. Others stick around for several days or weeks, or resurface in waves.

The second type are good candidates for:

• pillar content;
• evergreen expansion;
• a larger thematic cluster;
• periodic updates.

Continued visibility is a sign that the topic has sustained interest and deserves to be turned into a long-term asset for the site.

Content That Fades Immediately

A sharp spike with no subsequent rebound usually indicates purely event-driven content.

This doesn’t mean the post was a failure. It means that not every temporary success should be turned into a long-term thematic strategy.

Discover Winners vs. Search Winners

One of the most useful checks is comparing the two channels.

Some pages perform strongly in Search but receive almost no Discover visibility. Others have relatively limited organic search traffic but gain a large feed audience.

This is how we distinguish between them:

• Content built around search intent;
• Content built around interest value;
• Topics that can successfully serve both channels.

Search Console is now rolling out a separate report for generative AI features in Discover. It’s still being rolled out gradually and isn’t available for all sites yet, but it shows the direction in which feed content analysis will evolve.

Final Checklist for Google Discover

Before publishing, check that:

Google Discover is an editorial strategy, not a technical trick

There is no setting, schema, or universal formula that guarantees a presence in Google Discover.

Technical optimization makes a page eligible and understandable. The real opportunity comes from a combination of audience understanding, thematic consistency, useful content, editorial originality, and strong visual presentation.

The most successful Discover strategies don’t try to predict a single viral post. They build a system that consistently creates content with the potential to be discovered: at the right moment, by the right audience, and with a strong enough promise to earn their attention.

Frequently Asked Questions

What is Google Discover?

Google Discover is a personalized content feed that displays articles, news, videos, and other content based on the user’s interests. Unlike a standard search, users do not need to enter a specific query here.

How can a website appear in Google Discover?

No special application or registration is required. The page must be indexed by Google, comply with content policies, and be technically accessible. However, meeting these conditions does not guarantee that the page will appear in Discover.

Does the content need to be new?

No. Both current posts and older “evergreen” content can appear in Discover, as long as they remain useful and relevant to users’ interests.

What topics are suitable for Google Discover?

Topics with good potential include current news, seasonal content, how-to articles, practical guides, explainers, analyses, comparisons, personal stories, and content with a clear emotional, cultural, or practical appeal.

Do Discover topics need to have a high search volume?

Not necessarily. Discover can identify interest in topics that aren’t clearly visible in keyword data. It’s more important that the content addresses a sustained or current interest and is suitable for consumption in a feed environment.