For many publishers, Google Discover can seem like a bit of a mystery. It’s not quite search or social media—it’s a hybrid that can bring in millions of visits.
But here's the key: your headlines need to stand out in this space.
They should captivate readers, spark curiosity, and feel conversational—all while moving away from traditional SEO tactics.
So how you can write the best headlines that perform well on Google Discover?
Tip: With Newsifier's CMS, you can take advantage of an AI-powered headline generator that automatically provides Google Discover-optimized headline suggestions directly within the editor.
Google Discover shows articles users might enjoy based on their browsing history, not what they're actively searching for.
For publishers, this means that a headline must do more than just rank for keywords—it needs to capture attention, engage readers, and make them click, all while keeping that balance between curiosity and delivering value.
You want to think of your headlines as conversation starters. Would this headline get your friend’s attention in a group chat? If so, you're on the right track.
Don’t Summarize—Tease
The "curiosity gap" is your best friend on Google Discover. This means giving just enough information to spark a reader's interest, but not so much that they don’t feel the need to click and read more.
If your headline tells the whole story, readers won't feel the need to click.
This may sound like a no-brainer. But in our experience working with hundreds of new publishers, one of the biggest mistakes in headline writing is giving away the full article content upfront.
For example, instead of saying “Haaland Injured in Manchester City Game,” you might try “How Haalands' Injury Could Change the Season of Manchester City.” or “ What Manchester City fans Fear most has: happened: Star player injury.”
A headline should offer just enough to spark curiosity. It should focus on the most interesting part of the story while withholding some details to create an open-ended question in the reader's mind.
Headlines that evoke strong emotions can significantly increase reader engagement. Whether it's excitement, curiosity, or urgency, emotional headlines grab attention and motivate readers to click through. Using emotional triggers can really pull readers in and create that extra level of interest.
For instance, instead of writing “New Smartphone Model Released,” you could try “This New Smartphone Is Changing the Game—Here’s Why It’s a Must-Have.” Using a phrase like “changing the game” creates a sense of excitement, making the headline more compelling.
By tapping into emotions, whether it's curiosity, surprise, or concern, your headlines will resonate more deeply with readers, leading to higher engagement.
Google Discover is where traditional SEO rules go out the window. You don’t need to cram keywords into the first part of your headline anymore. In fact, doing so can make your headline feel stale or robotic. Discover is all about engagement, not keyword placement.
Instead of “Top 10 Summer Vacation Spots in 2024,” try “Here’s Where You’ll Want to Vacation in 2024 for the Best Summer Yet!” It feels like a recommendation from a friend rather than a generic listicle.
Avoid the old keyword-stuffing habits like “NFL Draft 2024: Top Players to Watch.” Instead, go for something like “Which NFL Draft Prospects Will Dominate in 2024?” You still get the same information across, but the second version pulls readers in with a question and a sense of anticipation.
Think of Google Discover headlines as part of a conversation. You’re talking directly to your audience, and the tone should reflect that. Imagine how you’d explain a story to your friends in a few words—then use that tone in your headlines.
For example, instead of “Company Layoffs Affecting Thousands,” try something like “Who’s Really Behind the Big Company Layoffs? Here’s What We Know.” It feels more personal as if you're uncovering something for the reader.
In the lifestyle niche, a headline like “New Skincare Trend Going Viral” could turn into “Why Everyone’s Talking About This New Skincare Trend (and Should You Try It?).” This conversational tone makes your headline feel approachable, engaging, and natural.
While the curiosity gap is essential, you don’t want to fall into the trap of writing overly sensational or misleading headlines. Google Discover is smart—it rewards engagement but doesn’t tolerate deception.
The goal is to draw attention without being clickbaity. If you promise something in your headline, make sure the article delivers.
If you write “Find out the Shocking Reason Behind Real Madrid’s Winning Streak” but then the article fails to provide any truly surprising or new information—like simply mentioning good teamwork or fitness—you risk losing your audience’s trust. Instead, your headline should accurately reflect the content.
One of the most effective ways to nail your headlines for Google Discover is by running A/B tests. You can create two different headlines for the same article and test which one performs better. In our Newsifier CMS, you can set up A/B headline tests right in the editor.
For example, let’s say you’ve written an article on a celebrity’s latest project. You might test a straightforward headline like “Taylor Swift’s New Project Announced” against a more curiosity-driven one like “Taylor Swift’s Latest Project Could Surprise You—Here’s Why.” Track the click-through rate (CTR) and other engagement metrics to see which one performs better.
You can also use Newsifier’s AI-powered headline generator, which allows to to create Google Discover-optimized headlines right in the editor—making the process faster and smarter. Simply let the AI suggest curiosity-driven, conversational headlines designed to capture attention and increase engagement.
Remember, the more you test, the more you’ll understand what resonates with your audience on Discover. And it’s important to tweak your strategy based on these insights. Sometimes a headline that works well for a trending news piece might not perform as well for a long-form article. Testing helps you fine-tune your approach.
To recap, here are some key strategies to keep in mind when writing headlines for Google Discover:
Remember, Google Discover is always evolving, and so should your headline strategies. Keep testing, tweaking, and learning from what resonates with your audience to stay ahead of the game. Google Discover is an exciting place to experiment with your headline strategies. Keep things engaging, curiosity-driven, and conversational, and you’ll find the right formula for success.
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