How can I optimize my personalized content for Google Discover? – Image: Xpert.Digital
Social Media vs. Google Discover: Finding the optimal B2B strategy
To optimize content for Google Discover, you should take a number of strategic actions that take both technical and content aspects into account. Here are the key steps to maximize your chances of appearing in the Google Discover feed:
1. Create high-quality content
Google Discover attaches great importance to the quality of the content. Content should be informative, well-researched and engaging. EEAT principle (Expertise, Authoritativeness, Trustworthiness) plays a central role. So your content must demonstrate expertise, come from trustworthy sources, and be useful to the reader.
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Content Creation Tips:
- Evergreen content: Create content that stays relevant long-term. This type of content can generate traffic over long periods of time.
- Relevance: Regularly update existing articles or create new content on current topics to increase relevance.
- Avoid clickbait: Headlines should be precise and engaging, but not misleading or sensationalistic.
2. Incorporate visual elements
Google Discover is highly visual-oriented. To get featured in the feed, it's important to include high-quality images and videos in your content. These visual elements not only increase the attractiveness of the content, but are also used as thumbnails in the Discover feed.
Visual optimization tips:
- Use high-quality images with a minimum width of 1200 pixels.
- Incorporate videos, infographics, or other visual formats to increase engagement.
- Make sure all visual elements are optimized for mobile devices.
3. Mobile optimization
Since Google Discover is primarily used on mobile devices, it is crucial that your website is mobile-friendly. This includes both responsive design and fast loading times.
Technical requirements:
- Page loading speed: Use tools like Google PageSpeed Insights to ensure your website loads quickly.
- Responsive Design: Make sure your website adapts to different screen sizes and works well on mobile devices.
4. Apply SEO best practices
Even though Google Discover isn't search-based like organic search, SEO best practices are still important. This includes optimizing meta tags, using keywords and internally linking relevant pages.
Important SEO practices:
- Use long-tail keywords and semantic phrases in your content.
- Make sure you have a good page structure and internal links to related topics.
5. Encourage user interactions
Google Discover prioritizes content based on user engagement. The more users interact with your content (e.g. through clicks or time spent), the more likely your content is to appear more frequently in the feed.
Promote engagement:
- Include call-to-actions (e.g. “Follow us”, “Share this article”).
- Create content that stimulates discussion or is easily shareable.
6. Follow guidelines
Make sure your content follows Google guidelines. This includes, in particular, adhering to the Google News guidelines and avoiding spam or misleading content.
Important guidelines:
- Only publish reputable and well-researched articles.
- Make sure your site is secure (e.g. HTTPS) and contains few advertisements.
By combining these measures, you can significantly improve your chances of appearing in Google Discover and thereby generating more organic traffic.
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Choosing a strategy in B2B marketing: decision factors for the optimal platform
The decision between using social media and platforms like Google News and Google Discover for B2B marketing depends on several factors, including your audience, resources, and marketing goals.
Social media in the B2B sector
Advantages:
- Wide reach: Platforms like LinkedIn are specifically designed for professional networks and provide access to decision-makers.
- Targeted targeting: You can target specific industries, positions and interests.
- Interaction:* Direct communication promotes relationships and customer loyalty.
Disadvantages:
- High competition: Many companies compete for the attention of the same target group.
- Resource intensive: Requires continuous content creation and community management.
Google News and Google Discover in the B2B sector
Advantages:
- Lower competition: Fewer companies use these channels, which increases the chance of getting noticed.
- High-quality leads: Users are often actively looking for specific information.
- Increasing brand authority: Presence on news platforms can increase trust.
Disadvantages:
- Technical challenges: Integration requires expertise in SEO and content management.
- Content requirements: Current and relevant news articles are required on a regular basis.
Recommendation
A combined strategy may be most effective. Use social media to increase your reach and interact with your target group. At the same time, being present on Google News and Discover allows you to reach specialized prospects and strengthen your brand authority.
Tips for implementing Google News and Google Discover
1. Technical preparation:
- Optimize your website for mobile devices and fast loading times.
- Use structured data (schema markup) to make it easier for Google to crawl your content.
2. Content Strategy:
- Create high-quality, timely, newsworthy content.
- Pay attention to journalistic standards and avoid duplicate content.
3. Comply with Google policies:
- Among other things, follow the Google News Publisher Guidelines closely to avoid rejections.
4. Registration and verification:
Register in the Google Publisher Center and submit your website for review.
B2B marketing strategy
If you can overcome the technical challenges, Google News and Google Discover offer a valuable addition to your B2B marketing strategy. They allow you to stand out from the competition and target high-quality leads.
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