In the ever-evolving landscape of digital marketing, staying ahead means understanding where your audience is and how they find information. A recent development from Google is set to shake up content discovery: Google Discover is now integrating social media posts and follow buttons directly into its feeds. For UK small businesses, this isn’t just a technical update; it’s a fresh avenue for visibility and growth.
At Bean Creative Marketing, we’re all about no-fluff, results-driven strategies. This new Google Discover feature presents a tangible opportunity for Huddersfield and wider UK SMEs to expand their reach beyond traditional social platforms and directly into Google’s content ecosystem. Let’s delve into what this means for you.
Google Discover: Your New Social Stage
Google Discover, often overlooked by some, is a personalised content feed available on Google’s mobile app and browser homepage. It curates articles, news, and now, crucially, social media posts, based on a user’s interests, search history, and activity. Imagine your carefully crafted LinkedIn update or impactful Instagram post appearing not just to your followers, but to a wider audience actively consuming content on Google.
The addition of social media content and ‘follow’ buttons means Google is actively trying to bridge the gap between passive consumption and direct engagement. This creates a powerful new pathway for your brand’s social presence to be discovered by potential customers who might not even be searching for you directly.
Why This Update Matters for Your UK Business
- Expanded Reach Beyond Your Followers: Your social content is no longer confined to your chosen platform. It can now surface to users whose interests align with your business, even if they’ve never heard of you before.
- Enhanced Discoverability: High-quality, engaging social posts now have another powerful channel for discovery, acting almost like a new form of organic search visibility. This means more eyeballs on your brand and offerings.
- Direct Engagement & Growth: The ‘follow’ button is a game-changer. Users can directly follow your brand’s social profile from Discover, converting passive viewers into active prospects much more efficiently.
- Bridging Search and Social: This update blurs the lines, reinforcing the need for a cohesive digital strategy that considers how all your online touchpoints work together.
Practical Steps: Leveraging Google Discover for Growth
This isn’t about reinventing your entire social media wheel, but rather refining it with discoverability in mind. Here’s how your UK small business can capitalise:
1. Prioritise High-Quality, Engaging Content
Only the best content makes it. Focus on posts that genuinely provide value, inspire, or solve a problem for your target audience. Think compelling visuals, clear messaging, and a strong call to engagement. This includes both evergreen and timely content.
2. Optimise Your Social Profiles
Ensure your social media profiles are complete, professional, and consistent with your brand. Think about the keywords you use in your bio and posts – Google’s algorithms will be looking for relevance. A clear brand identity makes a significant difference, something we specialise in at Bean Creative.
3. Maintain Consistent Activity
Regular, valuable posting signals to algorithms that your content is fresh and relevant. Whether it’s daily insights on LinkedIn or weekly product highlights on Instagram, consistency builds authority and increases your chances of being picked up by Discover.
4. Focus on Visuals and Headlines
Just like with articles, visually appealing content and catchy, informative headlines are crucial for standing out in a Discover feed. Invest in good photography or graphic design for your social posts. Bean Creative can help you craft a content strategy that truly shines.
5. Embrace the ‘Follow’ Opportunity
Make it easy for people to follow you. Encourage interaction on your social posts with clear calls to action. Remember, a direct follow from Google Discover is a highly qualified lead.
The Bean Creative Difference
For Huddersfield businesses, this Google Discover update is a clear signal: your online presence needs to be robust and strategically interconnected. We build bespoke websites and implement digital strategies that ensure every piece of your online puzzle, from your website to your social media, works together to drive tangible growth.
Understanding these shifts and adapting your strategy is key to success. We help local businesses like yours translate these opportunities into real-world results.
Ready to Boost Your Digital Reach?
Don’t let valuable traffic slip away. If you’re keen to explore how Google Discover’s new social integration can benefit your UK small business, or simply want to review your overall digital marketing and web design strategy, get in touch with Bean Creative Marketing. We’re here to deliver practical, results-driven solutions that get your business seen.
Visit our About Us page to learn more about our approach, or head straight to our Contact Us page to start a conversation today.