The way news organizations present content on Google Discover is undergoing a shift, with an increasing number of publishers experimenting with carousel formats. This move, driven by a desire to improve user engagement and visibility within Google’s discovery platform, represents a significant change in how news is consumed and shared online. Understanding these changes in Google Discover carousels is crucial for media outlets aiming to maximize their reach in a competitive digital landscape.
Google Discover, formerly known as Google Feed, is a personalized content stream that appears on many Android devices and within the Google app. Unlike traditional search results, Discover surfaces content based on a user’s interests and past behavior. This makes it a powerful tool for publishers to reach new audiences, but also requires a different approach to content presentation than traditional SEO strategies. The carousel format, which allows users to swipe through multiple articles on a related topic, is emerging as a key element in this new approach.
Why the Shift to Carousels?
For publishers, the appeal of carousels is multifaceted. Primarily, they offer increased visibility. A carousel takes up more real estate on a user’s screen than a single article card, increasing the likelihood of engagement. Carousels encourage users to explore multiple articles from a single publisher, potentially boosting time spent on site and building brand recognition. The format also lends itself well to topic clusters, allowing publishers to showcase their expertise in a particular area.
“We’re seeing a lot of experimentation with these carousels,” says Marcus Thorne, a digital marketing consultant specializing in Google Discover. “Publishers are realizing that Google is prioritizing visually engaging formats that keep users within the Discover ecosystem. Carousels fit that bill perfectly.” Thorne notes that the algorithm appears to favor publishers who consistently deliver high-quality content that aligns with user interests, and the carousel format can amplify that signal.
How Publishers Are Adapting
Several news organizations are actively testing and implementing carousel strategies. Some are creating dedicated “hub” pages around specific topics, then using structured data to signal to Google that these pages should be presented as carousels. Others are focusing on creating series of related articles that naturally lend themselves to a carousel format. The key, according to industry observers, is to avoid simply repurposing existing content. carousels should offer a curated experience that adds value for the user.
One example is a Spanish news outlet, as reported by Red de Periodistas, which has seen increased engagement after implementing carousels focused on trending news topics. The outlet reportedly used a combination of structured data markup and a content strategy focused on creating interconnected articles. While specific data is behind a paywall, the report highlights the potential benefits of this approach.
The Role of Structured Data
Structured data plays a critical role in enabling carousel functionality. Publishers use schema markup, a type of code added to their webpages, to tell Google what their content is about. Specifically, the “NewsArticle” and “HowTo” schemas are frequently used in conjunction with carousels. By accurately labeling their content, publishers increase the chances of Google recognizing it as a candidate for carousel presentation.
However, simply adding schema markup isn’t enough. Google’s algorithms are sophisticated and prioritize content quality and relevance. Schema markup acts as a signal, but it doesn’t guarantee carousel inclusion. Publishers must also focus on creating compelling headlines, high-quality images, and engaging content that resonates with their target audience.
Challenges and Considerations
While carousels offer significant potential, they also present challenges. Creating a cohesive carousel experience requires careful planning and coordination between editorial and technical teams. Publishers must also monitor their performance in Discover and adjust their strategies accordingly. Google’s algorithms are constantly evolving, so what works today may not work tomorrow.
Another consideration is the potential for “carousel fatigue.” If users are bombarded with too many carousels, they may become less likely to engage with them. Publishers need to strike a balance between showcasing their content and avoiding overwhelming users.
Looking Ahead
The experimentation with carousels in Google Discover is likely to continue as both publishers and Google refine their approaches. The emergence of AI-powered tools, such as the discover GPT PRO mentioned by Red de Periodistas, suggests that publishers will have new ways to optimize their content for Discover in the future. These tools could help identify trending topics, generate compelling headlines, and even create structured data markup automatically.
For now, the key takeaway for publishers is to prioritize quality, relevance, and user experience. By creating compelling content and leveraging structured data effectively, they can increase their chances of appearing in Google Discover carousels and reaching a wider audience. The evolution of Google Discover and its emphasis on visually engaging formats like carousels underscores the importance of adapting to the changing landscape of digital news consumption.
The next major update regarding Google Discover’s algorithm and carousel functionality is expected during Google’s annual I/O developer conference in May 2024. Keep an eye on official Google blogs and industry publications for further details.
Have your own experiences with Google Discover carousels? Share your thoughts in the comments below, and feel free to share this article with your network.
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