Google’s John Mueller answered a question about Discover traffic that disappeared. Mueller offered several reasons why Discover traffic might dry up and then cautioned against building a business around Discover traffic.
Google Discover is a content feed that is based on a user’s web and Google search activity, if the Google Web & App Activity is turned on. Google Discover shows a personalized list of content that users are interested in.
If users are trending toward searching how to make certain kind of recipes then sites about those recipes are going to begin trending for users in their Discover feed.
But in general, because so many people search for different things, no one website will tend to dominate in Google Discover because the feed is personalized.
That is what contributes to the somewhat random nature of Google Discover traffic.
Google’s John Mueller lists other reasons why Google Discover can’t be relied on for consistent traffic.
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The person asking the question explained that the website is a Brazilian news site that has consistently enjoyed steady Google Discover traffic. He wants to understand why the traffic would suddenly dry up to a trickle.
The person explained their situation:
“We’re going through a huge drop in the delivery of our content through Google Discover.
…Google Discover is our main acquisition channel. But in the last ten…