Ever scrolled through your phone in the morning, half-awake, and seen an article in your Google feed that feels like it was written specifically for you? That’s Google Discover. Then, an hour later, you search for something specific—maybe how to fix a leaky faucet or the best way to cook a steak—and that same website pops up at the top of the search results.
It feels like magic. Or maybe just a really lucky guess. Honestly, it isn’t luck.
The site that ranks on Google and appears in Google Discover is basically the holy grail of digital publishing. One side is "pull" (Search), where people find you because they need an answer. The other side is "push" (Discover), where Google suggests your content because it thinks you’re interesting. Getting both to work at the same time is hard, but it’s how the biggest players stay on top.
What Actually Makes a Site Work for Both?
The truth is that Google Search and Google Discover are different beasts, but they share the same heart. Search is about intent. You type a question, and Google looks for the best, most authoritative answer. Discover, on the other hand, is a query-less feed. It’s like TikTok or Instagram but for articles. It looks at what you’ve searched for in the past, your location, and even what apps you use to guess what you’ll want to read next.
A site that wins in both places usually focuses on one thing: Helpful, people-first content.
You’ve probably heard that term a thousand times, but in 2026, it actually means something specific. Google’s AI systems, especially the Gemini-powered layers, are now way better at sniffing out "SEO bait." If a site is just a bunch of keywords mashed together, it might rank for a week, but it’ll never touch the Discover feed. Discover wants high-quality visuals and a perspective that feels human. Search wants the facts and the structure. To get both, you have to be technically perfect and emotionally resonant.
The Secret Sauce of E-E-A-T
Back in the day, we just talked about E-A-T. Then Google added another "E" for Experience. This is the single biggest factor for getting into Discover right now.
Think about it. If you’re looking for a review of a new electric car, do you want a spec sheet that sounds like a brochure? No. You want to hear from the guy who actually drove it through a snowstorm and ran out of battery. That first-hand experience is what triggers the Discover algorithm. It sees the "I" and the "we," the original photos, and the unique insights, and it says, "Hey, this person actually knows what they're talking about."
Expertise and Authoritativeness still matter for the Search side. If you’re a medical site, you need doctors. If you’re a tech site, you need engineers. But Trustworthiness is the bedrock. If your site has a slow "About" page, no contact info, or sketchy ads that jump around, Google Search will bury you, and Discover won’t even let you through the door.
Why Visuals Matter More Than You Think
You can’t get into Discover without a killer image. Period. Google specifically says you need large, high-quality images that are at least 1,200 pixels wide. But it’s more than just size. The image has to be compelling. Stock photos of people shaking hands are a death sentence.
Successful sites use:
- Original photography (even if it’s from a phone).
- Data visualizations that aren't just boring charts.
- Custom illustrations that fit the brand.
In Search, these images help with "Image Search" and "Rich Snippets," but in Discover, the image is the headline. It’s the reason someone taps.
The Technical Reality Check
You can write the best prose in the world, but if your site takes five seconds to load on a 4G connection, you’re invisible. Google uses something called Core Web Vitals to measure this. They look at how fast the biggest element on your page loads (LCP) and how long it takes before a user can actually click something (INP).
Sites that dominate both Search and Discover usually have:
- Lightning-fast mobile performance. Most Discover traffic is mobile. Most Search traffic is moving that way.
- Clean Schema Markup. This is a bit of code that tells Google, "This is an article," or "This is a recipe." It helps Google’s AI categorize your content without having to guess.
- HTTPS security. If your site isn't secure, Google won't risk showing it to users in a feed.
It’s also about the "entity." Google doesn't just see words anymore; it sees "entities"—people, places, and things. A site that ranks well is one that Google recognizes as a "source of truth" for a specific topic. If you write about gardening one day and crypto the next, Google gets confused. It won't know where to put you. But if you own the "organic tomato gardening" niche, you’ll show up every time a hobbyist opens their phone.
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How to Tell if You’re Winning
Most people just look at their total traffic. That’s a mistake. You have to look at the Google Search Console.
There is a specific tab for Discover and a specific tab for Search. If your Discover traffic is a series of massive "spikes" and then long silences, that’s normal. Discover is ephemeral. It’s a flash in the pan. Search traffic should be a steady, slow-climbing line. The site that "ranks" is the one where the steady Search line provides the foundation, and the Discover spikes provide the growth.
A Note on "Clickbait"
There’s a thin line between a good headline and clickbait. Discover loves a bit of mystery, but Search hates it.
- Bad for Search: "You Won't Believe What This Fruit Does To Your Body." (Nobody searches for that).
- Good for Search: "Benefits of Dragon Fruit for Heart Health." (Clear, direct).
- The Middle Ground: "Why Dragon Fruit Is Becoming the New Superfood Secret." (Intriguing for Discover, clear enough for Search).
The most successful sites find that middle ground. They answer the user's question immediately but keep the narrative interesting enough that people want to stay and read more.
Actionable Steps for Your Site
If you want to be the site that ranks on Google and appears in Google Discover, stop thinking about "tricking" the algorithm. Start thinking about the human on the other side of the screen.
- Audit your images today. Replace every generic stock photo with something real. Even a clear, well-lit photo of your office or a product on a desk is better than a "professional" stock image.
- Claim your niche. Stop trying to cover everything. Pick three related topics and become the absolute authority on them. Write 20 articles on those topics before moving to something else.
- Fix your "About" page. Put real names, real faces, and real credentials. Link to the authors' social media or LinkedIn profiles. Google needs to know who is behind the curtain.
- Focus on the "Who, How, and Why." At the start of your articles, make it clear who wrote it, how they got the information (did they test it? interview someone?), and why they’re writing it.
The internet is getting crowded with AI-generated fluff. The sites that survive—and thrive—are the ones that feel like they were made by a person for a person. That’s the only way to win the 2026 SEO game.