Optimising content for Google Discover: 6 strategies to follow


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Discover is quite different from traditional SEO and from my point of view we're talking about niches and above all targeting demographic segments.

So I think it's really crucial to target a category of people in a niche, so don't worry, I'm going to show you a few examples:

Here are the 6 main trends I have identified:

1. Target a specific demographic segment/audience pool

It is essential to target a specific demographic. The idea is to focus on a niche within your area of expertise.

Examples of general demographics :

  • Blended families
  • iPhone enthusiasts
  • Pet owners
  • Allergy sufferers
  • Seniors
  • Local (e.g. Bretons)
  • Glamping enthusiasts
  • Baby-boomers
  • Introverts
  • Nature lovers

Let's apply this to a niche:

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  • Niche : Personal finance
  • Demographics : Large families
  • Title : "13 Immanquable Tips from Lidl for Large Families on a Tight Budget"

Certain demographics may be even more specifically linked to a niche.

  • Niche : Dogs
  • Demographics : Seniors, Dog owners
  • Title : 5 senior citizens on fixed incomes share their favourite free dog-friendly activities

Here's a suggestion for ChatGPT to help you get ideas on how to effectively target specific demographics within your niche:

>>Prompt suggestion :

"I have a site specialising in [insert your niche here]. Below is a list of demographic segments. Come up with 10 listicle headline ideas that would target each demographic segment on my specialist site. The headline should incite a click, by arousing a strong emotion such as curiosity or fear of missing out. They'll have to really digest it as if they're thinking "hey this article is for me". Demographic segments: [insert list of top 100 demographics here]". You'll find the list in a Google sheet at the bottom of this article!

Prompt demographic title ideas DiscoverPrompt demographic title ideas Discover

2. Articles in list form (listicles)

It seems that our brains are programmed to appreciate lists. Structured content is easier to digest and attracts attention.


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  • "25 Great Tips for Organising Your Messy Office".
  • "12 Easy Camping Recipes Kids Will Love
  • "10 Sci-Fi Films 2023 with Impressive Special Effects"
  • "10 Fashion Trends that Professional Women Over 40 Are Embracing".

Articles in the form of lists work very well with my site/theme.

However, I know that other types of content, such as news or trends, can be just as effective.

The key is to capture their attention with something new, interesting and relevant, and to create a feeling of fear of missing out or some other strong emotion that encourages them to click and visit your page.

I continue to experiment with new ideas to identify trends.

I believe that each site has its own trends regarding the types of content, topics and headlines that work best for them and their target audience.

(Below I'll share a suggestion for ChatGPT that will help generate titles for articles in list form).

3. Titles with catchy adjectives and superlatives

It's a good idea to opt for words that grab attention, even if they sometimes seem like clickbait, as long as the content delivers what it promises.

To read The Future of Web Search: Discover Google SGE (Search Generative Experience)

Examples of adjectives & superlatives :

  • Incredible
  • Breathtaking
  • Amazing
  • Hilarious
  • The trendiest
  • Fascinating

4. A Great and Captivating Headline Image

My front page images are 1200px wide. You should also make sure that all the images in your content respect this size. Using an image resizing plugin, such as Imsanitycan be practical. These images should also be sharp, with high contrast to attract attention. You can use Canva to create your images!

5. Regularly engaging topics

It's a good idea to focus on subjects that people want or need to interact with on a regular basis.

Examples of topics:

  • Travel
  • Films
  • Books
  • Concerts
  • Celebrations
  • Spring cleaning
  • Interior decoration
  • Pets
  • TV programmes


  • 15 best holiday destinations in New England for young families on a budget
  • Top 10 healthy meal preparation recipes for busy professionals
  • 8 original ideas to spice up your romantic evenings this month
  • 50 fun activities to do with the kids over the spring holidayss

>>Prompt suggestion:

I have a website about [insert your niche here]. Below is a list of common activities that people do. Give me 10 items from this list that are most relevant to my site. For each, give me a specific example of a headline for an article. List: [insert full list of 100 activities here].

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6. Arouses emotions and curiosity

Whether to inspire, entertain or inform, it's essential to create emotion through your headlines and images. Content that taps into the fear of missing out (FOMO) or provides new and relevant information to a specific demographic works particularly well.

In the end, you have to create an emotion with the words of the title and, even better, with the featured image.

  • Emotions I know that positive and negative emotions work. I like to focus on the positive, the inspiring and the fear of missing out, and this works for my most successful pages.
  • Content : I've already done a "Worst X to avoid at all costs". It worked... but I don't want to be known for that type of content. My main pages focus on news trends and ideasThis is particularly true of the different demographics.
  • Discoveries : I find that each demographic likes different types of trends, ideas (and images put forward). They create an information gap. This is where the emotion of the fear of missing out comes into play.
  • Examples of titles :
    • Glamping getaways you didn't know about (but must try this summer)
    • Introverts: 10 easy ways to socialise at large parties when you don't know anyone
    • The 10 best hikes in Colorado for solitary nature lovers

>>Suggestion prompt ChatGPT :

I'm writing an article on [main keyword / subject] targeting [demography of people]. Generate 10 headline ideas. They have to be so intriguing and evoke such emotion that they encourage you to click on my title to read the article.

  • Test : I'm writing an article on dishwasher targeting the elderly. Generate 10 title ideas in the form of lists.And here's a great headline he generated Why older people are calling these 10 dishwashers revolutionary for their kitchens.

  • Featured image I'd use MidJourney to generate a photo of an elderly person loading a dishwasher. Eventually, maybe her face shows that she's in pain or uncomfortable.

Whether to inspire, entertain or inform, it's essential to create emotion through your headlines and images. Content that taps into the fear of missing out (FOMO) or provides new and relevant information to a specific demographic works particularly well.

Going Further

After learning about these strategies, here's how you can take action:

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  • Save a copy of the Google Sheet on Discover. Once again, it's not mine, but I've translated it into French.
  • Use AI to determine the ideal demographic for your test site.
  • Look for a recurring topic that you can write about.
  • Test different front page image sizes to determine the best one for your site.
  • Don't be discouraged. The process of optimising for Google Discover can be a long one. Each site is unique and what works for one may not work for another.

I'm delighted to share this knowledge with you, and I hope you find these tips useful for your own content strategy. Best of luck to you!

I was largely inspired by a thread from Tony Hill mais je souhaitais vous partager ces astuces pour les non anglophones 😉

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