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 steps that consider both technical and content-related aspects. Here are the key steps to maximize your chances of appearing in the Google Discover feed:
1. Create high-quality content
Google Discover places great emphasis on content quality. Content should be informative, well-researched, and engaging. The EEAT principle (Expertise, Authoritativeness, Trustworthiness) a central role here. Your content must therefore demonstrate expertise, come from trustworthy sources, and be useful to the reader.
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Tips for content creation:
- Evergreen content: Create content that remains relevant in the long term. This type of content can generate traffic over extended periods.
- Timeliness: Regularly update existing articles or create new content on current topics to increase relevance.
- Avoid clickbait: Headlines should be precise and appealing, but not misleading or sensationalist.
2. Integrate visual elements
Google Discover is highly visual. To be included in the feed, it's essential to incorporate high-quality images and videos into your content. These visual elements not only enhance the appeal of your content but are also used as thumbnails in the Discover feed.
Tips for visual optimization:
- Use high-quality images with a minimum width of 1200 pixels.
- Integrate videos, infographics, or other visual formats to increase engagement.
- Make sure that all visual elements are optimized for mobile devices.
3. Mobile Optimization
Since Google Discover is primarily used on mobile devices, it's crucial that your website is mobile-friendly. This includes both responsive design and fast loading times.
Technical requirements:
- Page load 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 based on search queries like organic search, SEO best practices are still important. These include optimizing meta tags, using keywords, and internally linking relevant pages.
Important SEO practices:
- Use long-tail keywords and semantic phrases in your content.
- Pay attention to a good page structure and internal links to related topics.
5. Promote user interactions
Google Discover prioritizes content based on user interaction. The more users interact with your content (e.g., through clicks or time spent), the more likely it is that your content will appear more frequently in the feed.
Promoting engagement:
- Include calls to action (e.g., "Follow us", "Share this article").
- Create content that sparks discussion or is easily shareable.
6. Follow the guidelines
Make sure your content complies with Google's 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 little advertising.
By combining these measures, you can significantly improve your chances of being displayed in Google Discover and thereby generating more organic traffic.
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Strategy selection 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 various factors, including your target 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 fosters 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:
- Less competition: Fewer companies are using these channels, which increases the chance of standing out.
- High-quality leads: Users are often actively searching for specific information.
- Increasing brand authority: Presence on news platforms can strengthen trust.
Disadvantages:
- Technical challenges: Integration requires expertise in SEO and content management.
- Content requirements: Regularly updated and relevant news articles are necessary.
Recommendation
A combined strategy can be most effective. Use social media to increase your reach and interact with your target audience. At the same time, a presence in 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, up-to-date content that has news value.
- Adhere to journalistic standards and avoid duplicate content.
3. Comply with Google's guidelines:
- Follow the Google News Publisher Guidelines carefully to avoid rejections.
4. Registration and verification:
Register at 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 specifically target high-quality leads.
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