Case Study: Google Discover Presence for a Leading Publisher
Client Overview
Our client, a prominent publisher, initially struggled to establish a significant presence in Google Discover. Before collaborating with us, their content rarely appeared in Google Discover, limiting their potential reach and engagement.
Objectives
The primary objective was to enhance the client’s visibility and traffic from Google Discover. By doing so, we aimed to increase their overall digital presence, drive more traffic to their website, and improve their engagement metrics.
Strategy and Implementation
To achieve these goals, we implemented a comprehensive SEO strategy focusing on several key areas:
- Strong Core Web Vitals:
- CLS and LCP Issues: We addressed and repaired Cumulative Layout Shift (CLS) and Largest Contentful Paint (LCP) issues to ensure a smoother and faster user experience.
- Caching and CDN Delivery: Improved caching mechanisms and content delivery network (CDN) delivery by migrating to new, strong, reliable hosting.
- Mobile Page Experience: Achieved positive mobile page experience metrics, essential for ranking well in Google Discover.
- Reinforcing Strong EEAT Signals:
- Optimised Author Profiles: Implemented schema markup to optimise key author profiles, enhancing their credibility and visibility.
- Brand and Author Positioning: Improved brand and author positioning within the knowledge graph to reinforce expertise, authoritativeness, and trustworthiness (EEAT).
- Great Content with Enticing Headlines and High-Quality Supporting Images and Video:
- Content Guidelines: Provided detailed guidelines to improve the construction of content, ensuring it was engaging, informative, and visually appealing.
- Supporting Media: Emphasised the use of high-quality images and videos to support content, making it more attractive to users.
- Publish Timely on Trending Topics:
- Focused on creating and publishing content on trending topics to capture timely interest and drive immediate traffic.
Results
Since the implementation of our SEO strategy, the client’s Google Discover metrics have shown substantial improvements:
- Clicks: We’ve seen a remarkable increase of 215.14% in total clicks, rising from 95.8K in the previous six months to 302K in the last six months.
- Impressions: Total impressions have surged by 160.16%, growing from 1.23M to 3.2M.
- Click-Through Rate (CTR): The average CTR has improved by 20.51%, from 7.8% to 9.4%.
Conclusion
Our comprehensive SEO strategy, focusing on core web vitals, EEAT signals, high-quality content, and timely publication on trending topics, has significantly boosted the client’s presence and traffic from Google Discover. This case study underscores the importance of a holistic and well-rounded SEO approach in achieving digital success.