Google Discover has implemented an update to its content policies. The change aims to reduce the visibility of content that provides little value to users, specifically targeting articles that are spun, duplicated, or lack original reporting. This move reflects a broader effort by Google to prioritize high-quality, unique, and helpful information across its platforms.
Key Takeaways
- Google Discover updated its content policies to de-emphasize low-quality content.
- The policy targets spun, duplicated, and unoriginal articles.
- Content lacking unique value or original reporting will be impacted.
- This initiative aligns with Google's broader focus on helpful content.
- Publishers must now focus on creating truly original and valuable material.
Understanding the New Google Discover Guidelines
The updated Google Discover content policies specifically address content deemed unoriginal or low-value. This includes articles that are automatically generated, spun from existing content, or syndicated without adding unique insights. Google's goal is to ensure users encounter fresh, insightful, and well-researched information when browsing their Discover feeds.
According to Google's official announcement, the changes are designed to improve user experience. Users often report frustration with seeing repetitive or shallow content. This policy update is a direct response to that feedback, aiming to deliver more engaging and authoritative articles.
Impact on Publishers and Content Creators
For publishers and content creators, these new guidelines mean a shift in strategy. The emphasis is now firmly on original reporting and providing unique value. Content that merely rehashes information already available elsewhere is unlikely to perform well in Discover. This applies even if the content is technically accurate.
Fact: Google's Helpful Content System
This Discover policy update complements Google's existing 'helpful content system.' Introduced in 2022, this system is designed to reward content created for people, not just for search engines. It aims to identify and promote content that offers genuine insights and a satisfying experience for readers.
Content creators should consider whether their articles offer a new perspective, deeper analysis, or first-hand information. Simply rewriting an existing article using different words will likely fall short of the new standards. The focus is on demonstrating expertise, authoritativeness, and trustworthiness (E-A-T principles).
"Our aim is to surface content that truly helps and informs our users," a Google spokesperson stated. "This update reinforces our commitment to quality across all our platforms, including Discover."
Defining Low-Quality Content
Google's policy outlines several types of content that may be flagged as low-quality under the new guidelines. These include:
- Automatically Generated Content: Articles produced solely by AI tools without human oversight or added value.
- Spun Content: Material rewritten from existing sources without adding new information or unique perspectives.
- Duplicated Content: Articles that are exact or near-exact copies of content found elsewhere, even if legally syndicated, if they do not offer additional value.
- Thin Content: Pages with minimal original text or content that offers little substance to the user.
- Content Lacking Original Reporting: Articles that summarize news without conducting original interviews, investigations, or providing unique data.
The policy is not an outright ban on syndicated content. However, for syndicated articles to appear in Discover, they must offer something extra. This could be local context, unique commentary, or additional data points that were not present in the original source.
Context: Google Discover's Role
Google Discover is a personalized feed of content displayed on Google's mobile app and some Android device home screens. It uses a user's search history, app activity, and location to suggest articles, videos, and other media. Millions of users rely on Discover daily for news and entertainment, making its content quality crucial.
Strategies for Adapting to the Policy Update
Publishers need to review their content strategies to align with these new guidelines. The following steps can help content creators maintain visibility in Google Discover:
Focus on Originality and Depth
Prioritize creating content that is genuinely original. This means conducting primary research, expert interviews, or offering unique analysis. For example, instead of summarizing a press release, an article could include quotes from affected individuals or an independent expert's opinion.
Long-form content that delves deep into a topic is often favored. Articles that explore complex subjects thoroughly, providing comprehensive answers and various viewpoints, tend to perform better. This approach shows a commitment to providing value beyond simple summaries.
Emphasize Expertise and Authority
Google's E-A-T guidelines are more important than ever. Content should be produced by authors with demonstrable expertise in their field. Including author bios that highlight relevant credentials can help signal authority. This is especially true for topics related to finance, health, or legal advice, where accuracy and trustworthiness are paramount.
Organizations should also ensure their websites convey authority. This includes having clear 'About Us' pages, contact information, and a professional site design. These elements contribute to the overall perception of trustworthiness, which Google considers.
Regular Content Audits
Conduct regular audits of existing content. Identify any articles that might be considered low-quality under the new guidelines. These pieces can then be updated, expanded, or removed. Repurposing old content with fresh research or new angles is a viable strategy.
An audit should also check for duplicate content issues, both internally and externally. Tools are available to help identify such instances. Addressing these issues proactively can prevent penalties and improve overall site health.
The Future of Content on Google Discover
This policy update signifies Google's ongoing commitment to a higher standard of content quality. It suggests a future where artificial intelligence-generated content will need significant human refinement to gain visibility. Simple aggregation or automation without adding unique value will likely see reduced distribution.
The changes are expected to benefit publishers who invest in quality journalism and detailed reporting. This creates an opportunity for smaller, specialized outlets that produce highly original content to gain more traction.
Over time, users can expect a more curated and valuable experience within their Google Discover feeds. This shift aims to make Discover a more reliable source of information, reinforcing its utility as a personalized news and interest aggregator.
Ultimately, the message from Google is clear: focus on creating content that truly serves the user. Provide unique insights, demonstrate expertise, and avoid shortcuts that compromise quality. Those who adapt to these principles will be better positioned for success in the evolving digital content landscape.
