The internet is moving away from search engines and towards discovery engines. This shift changes how customers find your business online.
Search engines require users to type in a query. Discovery engines push content to users based on algorithms that analyze their interests, search history, and behavior. Instead of waiting for someone to search for you, discovery engines surface your content when it matches a user’s profile.
This trend started with social media and YouTube about a decade ago, but it’s accelerating. Google Discover and ChatGPT’s new Pulse feature both surface content people would never think to search for.
What Are Discovery Engines?
A discovery engine uses machine learning to recommend content based on user behavior and interests. You see this on TikTok’s “For You” page, Instagram Reels, and YouTube’s homepage.
The algorithm analyzes your past searches, app usage, and demographics. It then delivers articles, videos, or posts before you ask for them.
Google Discover works the same way. It creates a personalized feed of content on mobile devices, similar to a social media feed. ChatGPT’s Pulse feature does this for AI-generated content recommendations.
How Discovery Engines Differ from Search Engines
Search engines are pull-based. Discovery engines are push-based.
With search engines, users have a specific question. They enter keywords and get targeted results. The interaction typically ends when their question is answered.
Discovery engines create a continuous journey of exploration. The platform proactively suggests content based on user profiles and behavior. Users explore related topics without entering any query.
Example: You search Google for “how to fix a leaky faucet.” You get your answer and leave. But on TikTok, you watch one plumbing video, and the algorithm keeps showing you home repair content you never knew you wanted to see.
Why This Shift Matters Now
Algorithms are getting better at finding content that matches your interests. As platforms store more information about users, they’ll surface brands and businesses that appeal to you, even if you never thought to search for them.
Search engines aren’t going away. They’re actually becoming more important. But more often, it’s an algorithm doing searches on your behalf, finding things you would never think to look for.
This opens entirely new opportunities for businesses. You’re no longer limited to only the keywords people are actively searching for.
Two Content Strategies for Discovery Engines
Strategy 1: Deep Brand Information
Make it easy for algorithms to find answers about your business.
Create comprehensive content on your website:
- FAQ pages that address real customer questions. Use FAQ schema markup so Google and AI systems see clear question-answer pairs.
- Detailed case studies showing how your products solve problems. Include data, client quotes, and specific outcomes.
- In-depth About pages with full background instead of terse descriptions. Frame sections as mini Q&As.
- Success stories and testimonials that demonstrate real-world expertise and results.
This content gives discovery engines the material needed to recommend your brand. When someone’s profile matches what you offer, the algorithm has rich, authoritative content to suggest.
You’re arming the algorithm with everything it needs to sell you to a prospective customer.
Strategy 2: Content They Didn’t Know They Didn’t Know
Discovery platforms excel at surfacing content people didn’t even know to look for.
This addresses latent needs or interests users have without realizing it. The goal is delivering information people “didn’t know they needed”.
Focus on:
- Surprising insights and entertainment that grab attention in social feeds
- Innovative how-tos or tips that answer questions people might not phrase as queries
- Timely commentary on viral topics in your industry
- Visually driven stories through short videos, reels, or infographics
This content is best done through video on social media platforms. Focus on topics your target audience finds both interesting and helpful, even if they wouldn’t search for them.
The algorithm pushes value to users instead of waiting for a question. When done right, users encounter your brand organically and may visit your site out of interest.
Is Traditional SEO Still Important?
Yes. SEO remains the foundation of discoverability.
Even as discovery engines rise, the content that drives recommendations comes from well-optimized sources. Core SEO elements still matter: technically sound sites, fast mobile pages, clear structure, and high-quality content.
If your site lacks basic SEO, AI systems might never see your content to recommend it.
Think of search engines and discovery engines as layers of the same funnel. Traditional SEO establishes your site’s authority and relevance. Discovery optimization makes content ready to be cited or recommended by AI.
Both strategies work together. SEO ensures people and AI can find you in the first place. Discovery content hooks users once they find you.
Discovery algorithms still gauge trust and relevance via traditional SEO signals. Continue SEO best practices because discovery platforms favor sites with strong expertise, authority, and trust.
Best Platforms for Discovery Content
Social media and video platforms dominate as discovery engines because they use feed algorithms to surface content to new users.
YouTube: The world’s second-largest search engine. Videos get suggested to viewers who never subscribed. Short-form (YouTube Shorts) and long-form content both work.
TikTok and Instagram Reels: Built entirely on discovery. The “For You” page and Reels feed analyze user interests and serve up new creators. Brands reach users who didn’t follow them.
Facebook and LinkedIn: Powerful algorithms rank posts by relevance and engagement. Quality content can appear beyond your followers.
Pinterest: Explicitly a visual discovery engine. Users browse ideas on topics like home decor, fashion, and projects.
Google Discover and Apple News: Content feeds on mobile, driven by algorithms. Appearing here requires quality, timely, personalized content.
The best discovery platforms push content to users through AI or interest graphs. Tailor some content specifically for these feeds with short videos, visually rich posts, and social-friendly headlines.
How to Appear in Google Discover
Google Discover delivers a personalized feed of articles, videos, and images on mobile devices. To get your content in Discover:
Create people-first content. Write genuinely helpful content that addresses your audience’s interests. Include author bios and cite credible sources.
Mix timely and evergreen content. Discover favors fresh, engaging content like news and trends. But refresh older articles with new data.
Write compelling headlines. Craft clear, descriptive titles under 60 characters. Never mislead with clickbait.
Use high-quality visuals. Feature large, relevant images at least 1200px wide. A striking photo increases the chance users click through.
Demonstrate expertise. Include author bylines highlighting credentials. Link to reputable sources. Content backed by clear expertise is more likely to be recommended.
Optimize for mobile. Ensure your site is fast and responsive. Easy-to-read layouts and quick load times maintain user experience.
Start Preparing for Discovery Engines Today
The shift to discovery engines is happening now. Brands that adapt early will have a significant advantage.
Start by making video content. Record short videos sharing your expertise, insights, or helpful tips. Post them to TikTok, Instagram Reels, YouTube Shorts, and LinkedIn.
Then build out your website with comprehensive FAQ pages, case studies, and detailed service descriptions. Make it easy for algorithms to understand exactly what you offer and who you serve.
If you want help implementing a discovery engine strategy for your business, TJ Digital specializes in AI optimization and content repurposing. We take your video content and repurpose it into blog posts, social media posts, and newsletters that perform well in both traditional search engines and AI-powered discovery platforms.
The future of getting found online isn’t just about answering questions people are asking. It’s about being there when algorithms recommend you to people who didn’t even know to look for you yet.