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The many faces of Google Discover
Valentin Pletzer | SMX Munich 2020
Android Web (U.S. only) iOS
3
Discover recommends content
based on the users interests.
Entities-profiles connect
relevant content to the users.
4
Properties of a (named) entity
Valentin Pletzer | SMX Munich 2020
Strings of things
1. can be abstract (e.g. love or eco...
5
How interests connect to the user
Valentin Pletzer | SMX Munich 2020
Following entities explicitly and implicitly
• Push...
6
A users Discover profile
Valentin Pletzer | SMX Munich 2020
The part Google shows us
Your interests
https://www.google.c...
7
How Discover works
Valentin Pletzer | SMX Munich 2020
Possible ranking factors according to Patent US 9,679,018 B1
• use...
8
Some more observations
Valentin Pletzer | SMX Munich 2020
Stuff you might want to know
• Every user sees a completely di...
9
Hidden in plain sight
Valentin Pletzer | SMX Munich 2020
Discover Card Categories
• WEBKICK_STORY_GENERAL
• MOONSTONE_ST...
10
BEST PRACTISES
• AMP or
• max-image-preview: large
• images at least 1200px wide
• fascinating images
• use schema.org
...
11
Possibilities and limits
Valentin Pletzer | SMX Munich 2020
Mileage may vary – depending on your device
• title-length ...
12
How to monitor Discover performance
Valentin Pletzer | SMX Munich 2020
Google Search Console & Analytics Real-time
Disc...
13
Discover traffic sustainability
Valentin Pletzer | SMX Munich 2020
normalized data
day-3 day-2 day-1 Peak day+1 day+2 d...
14
Recommendations
Valentin Pletzer | SMX Munich 2020
How to find topics to write about
1. Analyze your GSC Discover perfo...
15
Next
Valentin Pletzer | SMX Munich 2020
Prediction on what‘s coming
• Web Stories (aka AMP Stories)
• More evergreen co...
16
Thank you!
Valentin Pletzer | SMX Munich 2020
Questions?
Valentin Pletzer
Head of SEO @ BurdaForward / FOCUS Online
htt...
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Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 1 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 2 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 3 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 4 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 5 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 6 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 7 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 8 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 9 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 10 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 11 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 12 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 13 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 14 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 15 Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization Slide 16
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Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization

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In this presentation Valentin Pletzer explains how Google Discover works, what role entities play in Search, YouTube and News and how to optimize it.

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Updated Version Summer Edition: Zero-Keyword-SERPs: Google Discover Optimization

  1. 1. 1
  2. 2. 2 The many faces of Google Discover Valentin Pletzer | SMX Munich 2020 Android Web (U.S. only) iOS
  3. 3. 3 Discover recommends content based on the users interests. Entities-profiles connect relevant content to the users.
  4. 4. 4 Properties of a (named) entity Valentin Pletzer | SMX Munich 2020 Strings of things 1. can be abstract (e.g. love or economy) or have a physical existence (a person, a product, a place, an event …) 2. have the same ID in every language: /m/0gfps3 => Economy, Wirtschaft, Economía 3. combine different keywords into one concept: Catherine, Duchess of Cambridge ó kate ó kate middleton
  5. 5. 5 How interests connect to the user Valentin Pletzer | SMX Munich 2020 Following entities explicitly and implicitly • Push „follow“ in search results and Discover • Select more or less of something • Click and consume something on Discover • Search something on Google or YouTube
  6. 6. 6 A users Discover profile Valentin Pletzer | SMX Munich 2020 The part Google shows us Your interests https://www.google.com /preferences/interests/yourinterests My Activity https://myactivity.google.com /myactivity
  7. 7. 7 How Discover works Valentin Pletzer | SMX Munich 2020 Possible ranking factors according to Patent US 9,679,018 B1 • user interests in conjunction with the frequency of those interests in a set of recent documents • documents that are about entities of interest that are rarely mentioned • interesting news articles with uncommon subject matter
  8. 8. 8 Some more observations Valentin Pletzer | SMX Munich 2020 Stuff you might want to know • Every user sees a completely different feed • Most (if not all) content is newly published • Most (if not all) videos are YouTube videos • keywords not needed in headline (but on page) • Discover might send traffic to completly different articles • uses the same technology as full coverage in Google News (Google Blog)
  9. 9. 9 Hidden in plain sight Valentin Pletzer | SMX Munich 2020 Discover Card Categories • WEBKICK_STORY_GENERAL • MOONSTONE_STORY • BROAD_INTEREST_STORIES_MID_PERSONALIZED • LOCALLY_TRENDING_STORIES_MID_PERSONALIZED • WEBKICK_SWELL_STORY • DEEP_TRENDS_CORE_INTEREST_STORY • LIVEWEB_STORY_MID_PERSONALIZED • … more: https://bit.ly/32llFbE
  10. 10. 10 BEST PRACTISES • AMP or • max-image-preview: large • images at least 1200px wide • fascinating images • use schema.org • publish date • write enticing teasers
  11. 11. 11 Possibilities and limits Valentin Pletzer | SMX Munich 2020 Mileage may vary – depending on your device • title-length about 100 characters (3 lines) • description around 155 characters (2 lines) • 16:9 aspect ratio for hero images • Bonus: try white to simulate transparency
  12. 12. 12 How to monitor Discover performance Valentin Pletzer | SMX Munich 2020 Google Search Console & Analytics Real-time Discover performance report Look at the full referrer
  13. 13. 13 Discover traffic sustainability Valentin Pletzer | SMX Munich 2020 normalized data day-3 day-2 day-1 Peak day+1 day+2 day+3 Average Median • Discover sends traffic for about 24 hours • no longer than 3 days • Daily traffic from Discover may vary wildly
  14. 14. 14 Recommendations Valentin Pletzer | SMX Munich 2020 How to find topics to write about 1. Analyze your GSC Discover performance report 2. Focus on your topics your users expect from you 3. Use Google Trends to find trending topics 4. Take a cue from your social network hits
  15. 15. 15 Next Valentin Pletzer | SMX Munich 2020 Prediction on what‘s coming • Web Stories (aka AMP Stories) • More evergreen content • Ads • Products
  16. 16. 16 Thank you! Valentin Pletzer | SMX Munich 2020 Questions? Valentin Pletzer Head of SEO @ BurdaForward / FOCUS Online https://valentin.app/ https://twitter.com/VorticonCmdr https://g.co/kgs/qRoGdn
  • eyordanov

    Oct. 4, 2020

In this presentation Valentin Pletzer explains how Google Discover works, what role entities play in Search, YouTube and News and how to optimize it.

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