According to Marfeel’s internal benchmarks, which are based on anonymized data from hundreds of publications in North America, Latin America and Europe, Google Discover contributes an average of 22% of traffic for publishers.
That is a huge number, over a fifth of total traffic, and yet Google Discover is still largely a sealed box.
Everyone knows how important it is, and publishers work tirelessly to optimize their content so it gets pushed through the Discover feed, but no one knows with complete certainty what content is winning and why.
To answer these questions, Marfeel recently launched Google Discover Monitoring, the first comprehensive Google Discover analytics solution for publishers.
Discover Monitoring aggregates Google Discover data from all over the world and offers users real-time and historical perspective on what content is the most popular on this channel, enabling publishers to make better decisions and optimize their content strategies.
The most popular stories in the United States in English, on the morning of Friday, Sept. 6.
How does it work?
As you may know, a Google Discover feed is composed of two types of content:
General content usually represents around 30% of the user’s feed, while personalized content represents around 70%. Of this personalized content, half is informed by the user’s location, while the other half is based on their browsing history. Therefore, a simple breakdown of a typical Google Discover feed would be:
(These figures can vary slightly, but they are broadly accurate.)
Marfeel Monitoring covers the first two groups, scanning what content is performing transversally and on a regional level. This provides a broad picture of what stories and topics are popular, and what content is trending on Google Discover all over the world.
This data can be segmented with numerous filters, such as Cities, which shows the content that is performing in a specific location, Topics, which shows content about your topic of choice, and Hosts, which returns content published by specific publishers.
All of these filters are complementary, so you can see what content about Finance published by CNN is popular in Los Angeles. You can also filter by time period, looking at content that is performing in real time, or take a historical perspective and see what topics have evergreen potential.
With this data, publishers can analyze and optimize their content strategy in many ways. For example, you can detect emerging trends and stories that are not being covered and direct your newsrooms to write about them to earn a piece of the traffic pie. You can look at long-term trends and uncover gaps in your content strategy that are delivering results for your competitors. Or you can measure the share of voice of specific publications and benchmark yourself against them.
Find out more about Marfeel Monitoring and sign up for a trial on our website.
