How Google Discover chooses news stories remains one of the most frequently asked — and least clearly understood — questions among publishers, journalists and readers alike. Unlike traditional Google Search, where users actively type queries to find information, Discover operates quietly in the background, curating and delivering content automatically based on individual interests, browsing behaviour and engagement patterns.
This passive distribution model gives Discover a unique influence over what audiences see each day. A single article can reach millions of users within hours, while another, equally well-reported story may receive little to no visibility. As a result, Discover has become one of the most powerful traffic drivers for news websites, but also one of the most unpredictable, with performance shaped by real-time user responses rather than fixed rankings.
What Is Google Discover and How It Work?
Google Discover is a personalised content feed available on mobile devices. Instead of responding to search queries, it predicts what users may want to read next.
The system analyses a wide range of signals, from browsing history and app activity to topic preferences, to curate a feed tailored to each individual user.
How Google Discover Chooses News Stories
The Google Discover algorithm evaluates content based on several core factors:
- Relevance: Whether the topic aligns with a user’s interests
- Freshness: Timely content is prioritised, especially for news
- Engagement signals: Clicks, reading time and interaction
- Authority: Publisher credibility and topical consistency
- Content quality: Original reporting, clarity and usefulness
Unlike Search, Discover does not guarantee visibility even for well-optimised content. Selection is dynamic and constantly changing.
Why Some News Articles Go Viral Overnight
The reason Google Discover news stories can go viral overnight lies in engagement velocity. If an article quickly attracts strong user interaction, Discover expands its reach to similar users.
This creates a ripple effect where a story that performs well with one group is rapidly shown to larger audiences.
Experts say headlines that clearly communicate relevance, impact and timeliness tend to perform better than sensational or misleading ones.
Content Types That Perform Well on Discover
While there is no fixed formula, analysts observe that Discover favours:
- Explainers and “why” stories
- Public-interest updates
- Human-impact stories
- Evergreen articles with timely relevance
Content that feels useful rather than promotional generally sees better performance.
What Discover Does Not Like
Discover visibility can drop if content:
- Uses clickbait or misleading headlines
- Repeats similar topics excessively
- Lacks originality or context
- Shows weak engagement signals
Publishers who chase virality without substance often see short-lived spikes followed by sudden drops.
Why Is Discovering Traffic Unpredictable?
One key difference between Search and Discover is predictability. Search traffic builds gradually, while Discover traffic can surge or disappear quickly.
This is because Discover reacts to real-time user behaviour. If interest fades, distribution reduces automatically.
Media experts advise publishers not to rely on Discover alone but to treat it as a complementary traffic source.
What Publishers Can Do to Improve Discovery Visibility
While Discover cannot be controlled directly, best practices include:
- Writing clear, honest headlines
- Publishing original, well-structured content
- Maintaining topical consistency
- Using high-quality images (1200×675)
- Avoiding content duplication
Building trust over time improves the likelihood of repeated Discover exposure.
Why Readers See Different News on Discover
Each user’s Discover feed is unique. Two people may see entirely different stories even on the same day, depending on interests, location and browsing behaviour.
This personalisation explains why some users see a story repeatedly while others never encounter it.
Bottom Line
Understanding how Google Discover chooses news reveals why some stories suddenly gain massive attention while others quietly fade. Discover rewards relevance, engagement and trust — not volume or repetition.
For readers, it offers a personalised way to stay informed. For publishers, it serves as a reminder that quality and credibility remain central to sustainable growth.
For official guidance on Discover content appearance, readers and publishers can consult Google’s documentation.
Related: Viral Video Outrage Online: What We Know So Far and Official Response
Related: Google Discover Traffic Drop: Reasons and Solutions
