What is Google Discover and how does it work? Why does it have such a wide reach worldwide? – Image: Xpert.Digital
Social Media vs. Google Discover: Finding the optimal B2B strategy
Google Discover is a personalized content feed developed by Google that automatically shows users on mobile devices content based on their individual interests. This content spans a wide range of formats including news, articles, videos and other media content. The service was officially launched in 2018 and represents a further development of the previous Google News Feed. It differs fundamentally from the classic Google search because users do not have to make search queries here. Instead, they are suggested content based on their previous behavior in the Google ecosystem.
How Google Discover works
At the heart of Google Discover is personalization. The algorithm analyzes user behavior in various Google services such as the search engine, YouTube or Google Maps and uses machine learning and artificial intelligence to identify relevant content. These are then displayed in a feed that is accessible directly from the home screen of an Android device or via the Google app. iOS users can also access this service via the Google app.
A key difference to classic search is that Discover works as a *push channel*. This means that the content is automatically displayed to users without them having to actively search for it. In contrast, classic Google search is a *pull channel* where users specifically search for information.
Personalization of the feed is dynamic and continuous: users can manually adjust their interests or provide feedback on the content displayed, for example by choosing whether they would like to see more or less of certain topics. This ensures that the feed is increasingly tailored to individual preferences. Another feature of Google Discover is the mix of current news and so-called evergreen content - i.e. content that remains relevant in the long term.
Why does Google Discover have such a wide reach?
Google Discover reaches an impressive number of users worldwide - over 800 million people actively use the service every month. This enormous reach can be explained by several factors:
Pre-installed availability on Android devices
Because Google Discover is preinstalled on almost all Android smartphones and is accessible directly from the home screen, it reaches a wide mobile user base. The service is also available on iOS devices via the Google app.
Personalization and relevance
Google Discover's algorithm continually adapts to users' interests and shows them content that is personally relevant to them. This leads to high user loyalty because the content displayed often corresponds exactly to current needs and preferences.
Push channel instead of pull channel
As already mentioned, Google Discover works as a push channel. Users don't have to actively search for information - instead, relevant content is shown to them automatically. This makes the service particularly attractive for people who want to receive new information quickly and easily.
Diversity and topicality of the content
In addition to current news, Google Discover also shows older content that is still relevant. This mix of up-to-date information and evergreen content ensures that users can always discover new, interesting topics.
The role of machine learning and artificial intelligence
A central element of Google Discover is the use of machine learning and artificial intelligence (AI). These technologies enable the algorithm to analyze users' behavior and draw conclusions about their interests. For example, the algorithm can recognize which topics a user frequently searches or which videos they watch on YouTube. Based on this, similar or related content is then displayed in the feed.
In addition, the algorithm also takes location data and seasonal trends into account. It can happen that in winter a user is increasingly suggested articles about skiing or winter fashion, while in summer topics such as beach holidays or barbecues tend to come to the fore.
Another important aspect is the so-called *Content Freshness* model from Google Discover. This model ensures that not only the latest news is displayed, but also older content can be added back to the feed if it is relevant to the user. For example, an article about healthy eating could still appear in a feed months after it was published if the topic continues to be of interest to the user.
Opportunities for companies and publishers
Google Discover not only offers advantages for users - companies and publishers also benefit significantly from this service. For them, Discover is a valuable source of traffic because they can reach their target groups without them having to explicitly search for their content.
This is particularly interesting for companies in the field of content marketing: through well-optimized content, they can potentially reach millions of users. It's not just the quality of the content that plays a role - technical aspects such as the loading speed of a website or its mobile optimization are also crucial in determining whether an article appears in the Google Discover feed.
Google Discover also offers companies the opportunity to increase their brand awareness. Since many users browse their feed every day and discover both current news and relevant content, companies can significantly expand their reach.
Another benefit for businesses is that the feed's feedback system allows them to better understand what type of content resonates with their target audience. This allows you to continuously optimize your content strategy and respond even more specifically to the needs of your customers.
Challenges for publishers
However, despite all these opportunities, there are also some challenges for publishers related to Google Discover:
1. Unpredictability of traffic
Because the algorithm is highly personalized and constantly evolving, it can be difficult to predict when and how often a particular piece of content will appear in a user's feed.
2. High demands on technical optimization
To be included in the feed, websites must function technically flawlessly - especially in terms of mobile optimization and loading speed.
3. Quality of content
Although technical optimization plays an important role, ultimately it is the quality of the content that determines whether it is included in the feed or not.
How you can gain route and market leader status with Google Discover
Since its launch in 2018, Google Discover has become a powerful tool - for users as well as for companies and publishers. The combination of machine learning, artificial intelligence and wide availability on mobile devices ensures that the service reaches millions of people worldwide.
It offers users a convenient way to discover personalized content - without having to actively search for it. It represents a valuable platform for companies to reach their target groups and increase their brand awareness.
However, publishers should make sure to provide high-quality content and design their websites in the technically optimal way - this is the only way they can exploit the full potential of Google Discover.
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