Align Content with User Interests - The Key to Google Discover Success

Align Content with User Interests - The Key to Google Discover Success

Google Discover revolutionises how users find content by delivering personalised recommendations before they search. MyPressportal has successfully had content featured in Google Discover, demonstrating the potential for press release sites to significantly amplify their reach and engagement. Unlike traditional SEO, Discover prioritizes user interests over keywords, making it essential to adapt your writing style.

Align Content with User Interests - The Key to Google Discover Success

This guide provides actionable ideas to refine your content strategy, align with Discover’s algorithm, and increase the likelihood of your articles appearing in these personalised feeds.

Craft Emotionally Charged Headlines

Why It Works
Google Discover prioritises content that sparks curiosity or aligns with users’ passions. Emotionally charged headlines (e.g., “Local Business Owner’s Heartbreaking Pandemic Story Inspires Community”) drive higher click-through rates (CTR) by resonating with users’ emotions. However, headlines must avoid crossing into clickbait—Google penalises misleading claims.

How to Do It

  • Use visceral language like “shocking,” “heartwarming,” or “exclusive” to grab attention.
  • Balance emotion with honesty: Ensure the content fully delivers on the headline’s promise. For example, if teasing a “controversial decision,” provide clear context.

Benefits

  • Higher visibility in Discover feeds.
  • Improved user engagement (longer dwell time, lower bounce rates).

Align Content with User Interests & Entities

Why It Works
Discover uses entities (brands, hobbies, trending topics) to personalise feeds. Content tied to specific interests or local events is more likely to appear. For press releases, this means focusing on niche topics or businesses your audience cares about.

How to Do It

  • Research interests: Use Google Trends or social media to identify trending topics in your niche (e.g., “sustainable packaging innovations”).
  • Focus on entities: Highlight local businesses, niche industries, or trending events (e.g., “How [Eco-Friendly Startup] Transformed the UK Packaging Sector”).

Benefits

  • Targets users already inclined to engage with your content.
  • Builds authority around specific topics or brands.

Blend Timeliness with Evergreen Value

Why It Works
Discover favors fresh content (3–4 day shelf-life) but rewards evergreen articles that align with evolving user interests. Press releases can leverage both to maximize visibility.

How to Do It

  • Timely content: Cover breaking news (e.g., “New Government Grant for SA Small Businesses – Apply Now”).
  • Evergreen content: Update older press releases with new data (e.g., “10 Years of Innovation: How [Company] Pioneered Green Tech”).

Benefits

  • Short-term traffic spikes from trending topics.
  • Long-term visibility for timeless stories.

Prioritise Visual Storytelling

Why It Works
Discover’s card-based feed relies on high-quality visuals to capture attention. Press releases with striking images or videos (≥1,200px wide) stand out and drive engagement.

How to Do It

  • Pair emotional headlines with relevant visuals (e.g., a photo of a community project for a “heartwarming” story).
  • Use videos for dynamic storytelling (e.g., interviews with business owners).

Benefits

  • Higher likelihood of appearing in Discover’s visually-driven feed.
  • Boosts user interaction and sharing.

Important: Avoid Sensationalism & Misleading Claims

Why It Works
Google prioritises trustworthy content. Sensational headlines or exaggerated claims (even if they drive clicks) risk penalties.

How to Do It

  • Write honest headlines: “Experts Warn of Rising Energy Costs – Here’s How to Save” instead of “Energy Prices Will Bankrupt You!”
  • Fact-check rigorously and cite credible sources.

Benefits

  • Builds long-term audience trust.
  • Reduces risk of being deprioritized by Google.

Further notes

Adapting your press release content for Google Discover requires a shift from keyword-focused writing to user-centric storytelling. By writing emotionally resonant headlines, aligning with entities, blending timely and evergreen content, and prioritising trustworthiness, you can boost visibility and engagement.

Remember, Discover rewards content that feels personal, relevant, and authentic. Use performance data to refine your approach, and watch your press releases reach audiences who need your story most.

Final Tip: Stay consistent. Regularly publish content that aligns with your niche, and let Google’s algorithm recognise your authority over time.