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MarTech’s Email Marketing Periodic Table

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MarTech's Email Marketing Periodic Table

Email has long been one of the most reliable marketing channels for getting your messaging in front of your customers. Whether it’s content in the form of a weekly newsletter, a personalized promotion or an important account update, marketers need to trust that their message will be delivered and that they’ve optimized those messages to get maximum engagement. That is why the team at MarTech have created this Email Marketing Periodic Table that tells you everything to know about sending emails that your customers want to receive and that inboxes won’t block.

Because email is one of the most complex ways you can communicate with customers and prospects – through different mail clients, different ISPs, mobile and desktop, etc. – there are a lot of obstacles that can get between you and your intended recipients. 

Each element in this table represents a factor that you need to consider to be successful in email. The elements are gathered into categories based on their relationships to one another, and the categories are designated as related to either Optimization or Deliverability. Further down on the table, you’ll see Toxins, a category for practices that can poison your email marketing efforts, and Traps, which you’ll want to be aware of falling into.

This updated Email Marketing Periodic table adds a few new elements and a new category, Compliance, that addresses recent and ongoing developments tied to state laws, inclusion and more. We have also changed our language to refer to safelists and blocklists, terms that are inclusive and respectful to all.

Like the previous version, each element in this Periodic Table also includes the following information:

  • An Element symbol
  • A short description of the element
  • a label showing what category it belongs to
  • A correlation symbol that shows whether it is a positive or negative contributor to optimization or deliverability
email marketing as a periodic table element

Below you will find the complete Email Marketing Periodic Table, broken into the following:

And if you would a copy you could save or print out for your teams, click here to download the high-res version.

email marketing periodic table

Compliance

Compliance has emerged as one of the most essential factors to consider in your email marketing strategy, especially in the face of growing privacy and accessibility concerns.

For starters, before you send emails you must ensure that your audience has given you Permission (P) to send emails to them. Permission means that the recipient has given you explicit and informed consent to send messages to them. This happens when your subscribers Opt-in (In) through a sign-up form.

The first thing that your email system should trigger is a Double opt-in (In2) email. The double opt-in requires the subscriber to confirm that they sincerely want to receive emails from you or your brand. This can be executed as a “welcome” email.

MarTech's Email Marketing Periodic Table - Compliance elements
MarTech’s Email Marketing Periodic Table – Compliance elements

The second agreement from the subscriber is critical. It stops people and bots that put in email addresses that don’t belong to them. Legally, under the United States’ CAN-SPAM Act, you must share your Physical address (Ph). You are also required to own the sender domain that your emails come from and include an Opt-out (Oo) for subscribers who want to stop receiving your emails.

Another critical component of email law is compliance with the Americans with Disabilities Act (Ac). To meet basic accessibility requirements, your emails must maintain a logical reading order; this includes using heading elements in code and proper color contrast between your text, other content and the background you choose..

It is absolutely critical to understand the Laws (La) when you are collecting information from your subscribers. Laws include the California Consumer Protection Act (CCPA), General Data Protection Regulation (GDPR) and Canadian Anti-Spam Law (CASL). In the United States alone, 16 different states are currently trying to create privacy laws as of May 2021.

Trust

Last year trust and compliance were grouped together but this year we decided to pull out these crucial elements related to how much trust affects email deliverability.

trust elements of email marketing
MarTech’s Email Marketing Periodic Table – Trust elements

Landing on Safelists (Si) is one of the best ways to ensure your messages are getting to your subscriber’s inbox. It is also one of the most important strategies for building a positive Sender Reputation (Sr). Sender reputation refers to the reputation of your email-sending IP address that signals to email inbox providers whether or not you’re a spammer. Depending on your email service provider (ESP), monitoring your sender reputation may require investment in additional software.

Infrastructure

Emails don’t just get sent on their own. In fact, there is a robust list of elements you need to consider in order to have an effective email marketing infrastructure.

For starters, there’s the Domain Name System (Dn), known as the phonebook of the internet. The DNS maps a domain name to the IP (Ip) address hosting the website and the IP sending mail for a particular entity with a different domain name.

A Mail Transfer Agent (Mt) is the software that transfers electronic messages from one user to another by using a SMTP server (Ss) which enables outbound email. A Mail User Agent (UA) is the software that enables emails to be sent and received. These two separate pieces are key to getting emails through to your customers and prospects.

A Sender Policy Framework (Sf) is also required as an email authentication method that detects forged sender addresses during the delivery of your email. On the other end, the user’s inbox uses a POP3 Server (P3). When subscribers complain, Feedback Loops (Fl) ensure that these complaints are routed to the sender so they can be acted upon.

MarTech's Email Marketing Periodic Table - Infrastructure elements
MarTech’s Email Marketing Periodic Table – Infrastructure elements

Typically, your IP address will be associated with a domain name or a subdomain through the Domain Name System. Subdomains (Sd) help your customers recognize your brand’s name through the top-level domain; this prevents phishing attempts.

If you are considering adding BIMI (see the Experimental section below), two critical steps come first. Logo Trademark Ownership (Lt) is a key element that is necessary for implementing BIMI. You also need to apply for a Verified Mark Certificate (Vc). Lastly, for the brand’s logo to be displayed, the email must pass DMARC (Dm) authentication checks, ensuring that the organization’s domain has not been impersonated.


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Audience

Building a positive relationship with your audience is another important component of email marketing; these relationships are critical for reaching your subscribers’ Inbox (I). A valid email address (E) is one of the most valuable pieces of information you can receive from your customers. Email addresses are typically uploaded by marketers as Lists (L) in the email service provider or database.

From here, you should be employing Segmentation (Sg) based on each subscriber’s level of Engagement (Eg). This includes Opens (O) and Clicks (Ck) on specific links within your email. Understanding what this data means about your audience will help drive strategic decisions in your email marketing program. For example, knowing what inbox providers your audience members are using will give you insight into how they view and interact with your messages and what tactics work best to help you meet your email marketing goals.

Send time (T) is another element that can assist you in reaching your audience; if your subscribers aren’t opening emails sent first thing in the morning, try sending in the afternoon or evening. Finding the optimal send time can be challenging, but is certainly worth the investment of your time to determine what is best.

audience elements of email marketing
MarTech’s Email Marketing Periodic Table – Audience elements

Personalization (Me) is a strategy that involves creating content specifically for the individual subscriber. It requires knowing about your audience (the actual people behind the email addresses) and how they prefer to consume your content. Providing a subscriber Preference Center (Pc) gives your audience a portal to update their communication preferences; it allows subscribers to choose what types of emails they want to receive, how often they want to receive them and the opportunity to opt-out from your messages.

Send frequency (Sq) should be based on gauging how frequently your audience interacts with your emails. If you are sending too frequently, you may see a drop in your open rates. There is such a thing as sending too many emails, and your subscribers may not want to regularly receive messages that aren’t directly relevant to them.

Content

The content provided within the email is just as important as the infrastructure and strategy behind it. From creating compelling Subject Lines (Sj) that drive opens to using Responsive designs (Rs) that adjust to all devices — mobile, desktop, etc. — the content of your email will be the main driver of results.

The Structure (St) of your email, whether HTML or plain text, should be scannable and easy to read. Readability (Rd) is a critical element to consider when building your emails, but have you evaluated whether the content is relevant to your audience? Relevance (R) is a key element to consider before sending an email. If your audience doesn’t care about the content you deliver, they won’t be opening your emails very often.

MarTech's Email Marketing Periodic Table - Content elements
MarTech’s Email Marketing Periodic Table – Content elements

When it comes to relevance, having an email marketing Calendar (Cl) will help create a strategic schedule for your email campaigns. Use your data to determine what days and times have the highest engagement rates to build out your calendar.

Most email service providers have new, innovative capabilities in their toolbox. Interactive (Iv) emails can drive increased engagement from subscribers. Emojis (Mj) are another element that can make your message more relatable. But knowing your audience should be the driving force behind whether you implement emojis in your subject lines and emails.

Transactional (Tr) emails do not require the recipient to opt-in as they are confirmation emails triggered by a user’s action. These emails provide an opportunity to gain new subscribers with a simple call-to-action.

Toxins

Now that we’ve shown you what good elements can do for email optimization and deliverability, now it’s time to look at the elements your marketing team should stay away from, starting with the Toxins.

There are several toxic elements that you need to be aware of before creating and sending your email. Hard bounces (Hb) are permanent delivery failures that indicate an email address is invalid; removing these email addresses will significantly improve your deliverability. Soft bounces (Sb) are caused by full mailboxes or vacation responders. While these aren’t as detrimental as hard bounces, it is important to keep an eye on these email addresses as some may need to be removed if they continue to result in soft bounces.

MarTech's Email Marketing Periodic Table - Toxins
MarTech’s Email Marketing Periodic Table – Toxins

Using a No-reply (Nr) email address will typically send your emails directly to the junk folder. Use a “reply to” address instead, and reap the benefits of higher delivery rates and brand awareness by including your brand’s domain in your sending address. When your recipient marks an email as spam, it is considered a Complaint (Cm). Too many complaints will hurt your deliverability rate and sender reputation.

Legally, you are allowed to buy or rent email addresses, and the law does not require consent from the recipient. but using a Purchased List (Pl) is one of the quickest ways to end up on a blocklist.

Your email content can also contain toxic elements. URL Shorteners (S) are commonly used in phishing attempts, and inbox providers flag shortened URLs as spam. Image Heavy (Ih) emails that take a long time to load will aggravate subscribers who may mark your email as spam or simply unsubscribe from your email program.

Traps

Finally, while Toxins may be detrimental to your email marketing, Traps will hurt your efforts even further. There are several types of traps, usually configured by a company’s IT department, that will ensure your messages are never seen by the intended recipient. Corporate Filters (Cf) are an unforgiving filter for corporate email servers.

Desktop Filters (Df) are filters that your subscribers set up in their own inboxes. Consistently relevant content can help you stay in the inbox, but falling into too many spam folders will significantly impact your
sender reputation and delivery rates.

MarTech's Email Marketing Periodic Table - Traps
MarTech’s Email Marketing Periodic Table – Traps

If you land on a Blocklist (Bl), a list of unreputable and untrustworthy senders, you’ll run into a lot of trouble trying to get your emails to your subscribers.

Internet service providers (ISPs) also have traps that can hurt your email deliverability. Grey Spam Traps (Gt) are set up by ISPs using recycled email addresses to flag spammers. Pristine Traps (Pt), on the other hand, are fake email addresses created by either corporate IT departments or the ISPs themselves to identify and redirect spammers to the Spam Filter (Sf).

Experimental

Now that we’ve shown your the good and the bad when it comes to email marketing elements, now come a few elements that are experimental today and likely transformational for tomorrow.

For example, everyone is talking about Artificial Intelligence (Ai) right now. AI is rapidly evolving and will likely be
part of nearly every business process in the future. For email, strategies including segmentation, personalization and messaging will be quick-wins in the near future for implementing artificial intelligence in an email marketing program.

Accelerated Mobile Pages (Am), also known as AMP for Email, are dynamic emails that allow email marketers to embed interactive features — rotating carousel images, confirmation buttons and even direct-purchase calls-to-action. While many brands are experimenting with the different atoms of AMP elements, the ultimate goal is to drive customer conversions (purchases) directly in the body of the email without ever visiting the website.

MarTech's Email Marketing Periodic Table - Experimental elements
MarTech’s Email Marketing Periodic Table – Experimental elements

Brand Indicator for Messaging Identification (Bm), known also as BIMI, is an experimental element that brands have been buzzing about since the concept was first introduced several years ago. The idea is that with the combination and proper configuration of elements from the Trust and Infrastructure families, brands will be able
to display their logos next to the sender name in the inbox.

BIMI is one element you need to start investing your time in to properly configure everything necessary for implementation. This includes DMARC, VMC, and ensuring that your organization owns the trademark to your logos.

Voice Assistants (V) are everywhere, taking commands from mobile users and repeating information back to people regularly. Have you considered how your subject line or your email will read aloud to your audience using voice assistance? Use too much text, and your subscriber will probably lose interest seconds in. Too little text and your message will be easily forgettable. Finding the right balance will take practice, but with more emerging voice-enabled devices coming to the marketplace, Voice is an element worth experimenting with.

That’s it. We hope you find MarTech’s Email Marketing Period Table valuable and encourage you to please download the high-res, beautifully designed version to share with your teams.

Digital marketing is indeed an art, but it is also a science. We hope this tool serves as an essential reference for your experiments.


1644029230 254 MarTechs Email Marketing Periodic Table

Everything you need to know about email marketing deliverability that your customers want and that inboxes won’t block. Get MarTech’s Email Marketing Periodic Table.

Click here to download!



About The Author

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Henry Powderly is vice president of content for Third Door Media, publishers of Search Engine Land, Marketing Land and MarTech Today. With more than a decade in editorial leadership positions, he is responsible for content strategy and event programming for the organization.


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How to Use Email Marketing Automation to Encourage SaaS Adoption

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How to Use Email Marketing Automation to Encourage SaaS Adoption

SaaS adoption refers to the process that earns your product a permanent place in your user’s workflow. This happens when you empower your audience to extract useful value from your solutions.

Email, a tried and tested communication tool, plays an essential role in helping brands relay their product’s value to their customers and educate them on how to make the most of it.

However, smaller teams might find themselves at a crossroads, balancing the need for personalized communication with the scale of their user base

Email marketing automation offers a practical solution by ensuring that each message is tailored and timely, yet sent out with minimal manual effort.

In this article, let’s look at five tips that will help you build robust email marketing automation that will motivate your audience to adopt your tool and make it a part of their daily lives.

1. Segment your audience

Audience segmentation is crucial for personalizing your emails, which in turn, can significantly boost SaaS product adoption. Remember, a message that resonates with one segment might not strike a chord with another.

The key to effective segmentation is understanding where each customer is in their journey. Are they new subscribers, active users, or perhaps at the brink of churning?

Here are some actionable steps to segment your audience effectively:

  1.  Analyze User Behavior: Look at how different users interact with your SaaS product. Are they frequent users, or do they log in sporadically? This insight can help you create segments like ‘active users’, ‘occasional users’, and ‘at-risk users’.
  2.  Utilize Sign-up Data: Leverage the information gathered during the sign-up process. This can include job roles, company size, or industry, which are excellent parameters for segmentation.
  3.  Monitor Engagement Levels: Keep an eye on how different segments interact with your emails. Are they opening, clicking, or ignoring your messages? This feedback will help you refine your segments and tailor your approach. Plus, consider setting up small business phone systems to enhance communication with your audience.

2. Create campaigns based on behavior

Sending behavior-based campaigns is pivotal in effective email marketing. By focusing on performance metrics such as open rates, click-through rates, and engagement times, you can gauge the effectiveness of your emails and adjust your strategy accordingly.

You can also use digital signage to entertain or make customers aware of something new – product or service, through a digital sign.

Different types of email campaigns serve various purposes:

  1. Educational Campaigns: These are designed to inform and enlighten your audience about their problem. They can include tips, best practices, and how-to guides. The goal here is to provide value and establish your brand as a thought leader in your industry.
  2. Interactive Campaigns: These campaigns encourage user engagement through surveys, quizzes, microblogging platforms, or feedback forms. They not only provide valuable insights into user preferences but also make the recipients feel heard and valued.
  3. Onboarding Campaigns: Targeted toward new users, these messages help them get the value they seek from your product as soon as possible. They can include step-by-step tutorials, video guides, or links to helpful resources.

4.Re-engagement Campaigns: Aimed at inactive users, these emails strive to reignite their interest in your SaaS product. They might include product updates, special offers, or reminders of the benefits they’re missing out on.

3. A/B test before deployment

Rather than pushing a new campaign to your entire audience as soon as you draft the emails, A/B testing helps you know whether your messages are any good.

Here are some best practices for A/B testing in email automation:

  1. Test One Variable at a Time: Whether it’s the subject line, email content, or call-to-action, change just one (or a couple) element per test. This clarity helps in pinpointing exactly what works and what doesn’t.
  2. Choose a Representative Sample: Ensure that the test group is a good mix of your target audience as a whole. This way, the results are more likely to reflect how your entire audience would react.
  3. Measure the Right Metrics: Depending on what you’re testing, focus on relevant metrics like open rates, click-through rates, or conversion rates. This will give you a clear picture of the impact of your changes. Along with these steps, it’s important to use an SPF checker to ensure your emails aren’t marked as spam and increase the deliverability rate.
  4. Use the Results to Inform Your Strategy: Once you have the results, don’t just stop at implementing the winning version. Analyze why it performed better and use these insights to inform your future campaigns.
  5. Don’t Rush the Process: Give your test enough time to gather significant data. Adopt comprehensive marketing reporting solutions that give you a clear picture of your campaigns’ efficacy.

4. Leverage email templates

When managing multiple email automation campaigns, each with potentially dozens of emails, the task of creating each one from scratch can be daunting. Not to mention, if you have multiple writers on board, there’s a risk of inconsistency in tone, style, and branding.

Email templates are your secret weapon for maintaining consistency and saving time. They provide a standardized framework that can be easily customized for different campaigns and purposes.

They are also a great way to communicate with your customers. Another way to communicate efficiently with your customer is through best small business phone systems, which is especially efficient when conveying information about your product or service.

Here’s a rundown of various types of templates you should consider having:

  1. Welcome: For greeting new subscribers or users. It should be warm, inviting, and informative, setting the tone for future communications.
  2. Educational Content: Used for sharing tips, guides, and resources. If you are making this template to introduce online GCSE physics tutor services that you provide, you should be clear, concise, and focused on delivering value in your template.
  3. Promotional: For announcing new features, offers, or services. It should be eye-catching and persuasive without being overly salesy.
  4. Feedback Request: Designed to solicit user feedback. This template should be engaging and make it easy for recipients to respond.
  5. Re-engagement: Aimed at rekindling interest among inactive users. It should be attention-grabbing and remind them of what they’re missing.
  6. Event Invitation: For webinars, workshops, or other events. This should be exciting and informative, providing all the necessary details.

5. Use a tool that works for you

Email is more than just a marketing platform; it’s a multifaceted tool that can drive customer engagement, support, and retention. Given its versatility, it’s crucial to choose the right email automation tool that aligns with your specific needs.

When selecting an email automation tool, consider these key features:

  1. Intuitive Interface: Even your non-technical team members should find it easy to use.
  2. Robust Segmentation Capabilities: The tool must offer advanced segmentation options to target your emails accurately.
  3. A/B Testing Functionality: Essential for optimizing your email campaigns.
  4. Integration with Other Tools: Look for a tool that integrates seamlessly with your CRM, analytics, and other marketing platforms. Additionally, integrating a multilingual translation support can further enhance the tool’s versatility, allowing you to reach a diverse audience with tailored content in their preferred languages.

Popular tools like Mailchimp and ActiveCampaign offer free trials which are great for brands to take these for a spin before making a choice.

Wrapping up

Leveraging email automation makes it easier for SaaS brands to market their solutions to their audience and ultimately increase adoption rates.

Segmenting audiences, creating messages based on their behavior, testing emails before setting campaigns live, utilizing templates for speed and consistency, and adopting a tool that you are comfortable working with are essential email marketing automation tips to help you get started on the right foot.

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Marketing Team Reorgs: Why So Many and How To Survive

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Marketing Team Reorgs: Why So Many and How To Survive

How long has it been since your marketing team got restructured? 

Wearing our magic mind-reading hat, we’d guess it was within the last two years. 

Impressed by the guess? Don’t be.  

Research from Marketing Week’s 2024 Career and Salary Survey finds that almost half of marketing teams restructured in the last 12 months. (And the other half probably did it the previous year.) 

Why do marketing teams restructure so often? Is this a new thing? Is it just something that comes with marketing? What does it all mean for now and the future? 

CMI chief strategy advisor Robert Rose offers his take in this video and the summary below. 

Marketing means frequent change 

Marketing Week’s 2024 Career and Salary Survey finds 46.5% of marketing teams restructured in the last year — a 5-percentage point increase over 2023 when 41.4% of teams changed their structure. 

But that’s markedly less than the 56.5% of marketing teams that restructured in 2022, which most likely reflected the impact of remote work, the fallout of the pandemic, and other digital marketing trends. 

Maybe the real story isn’t, “Holy smokes, 46% of businesses restructured their marketing last year.” The real story may be, “Holy smokes, only 46% of businesses restructured their marketing.” 

Put simply, marketing teams are now in the business of changing frequently. 

It raises two questions.  

First, why does marketing experience this change? You don’t see this happening in other parts of the business. Accounting teams rarely get restructured (usually only if something dramatic happens in the organization). The same goes for legal or operations. Does marketing change too frequently? Or do other functions in business not change enough? 

Second, you may ask, “Wait a minute, we haven’t reorganized our marketing teams in some time. Are we behind? Are we missing out? What are they organizing into? Or you may fall at the other end of the spectrum and ask, “Are we changing too fast? Do companies that don’t change so often do better? 

OK, that’s more than one question, but the second question boils down to this: Should you restructure your marketing organization? 

Reorganizing marketing 

Centralization emerged as the theme coming out of the pandemic. Gartner reports (registration required) a distinct move to a fully centralized model for marketing over the last few years: “(R)esponsibilities across the marketing organization have shifted. Marketing’s sole responsibilities for marketing operations, marketing strategy, and marketing-led innovation have increased.”  

According to a Gartner study, marketing assuming sole responsibility for marketing operations, marketing innovation, brand management, and digital rose by double-digit percentage points in 2022 compared to the previous year.  

What does all that mean for today in plainer language? 

Because teams are siloed, it’s increasingly tougher to create a collaborative environment. And marketing and content creation processes are complex (there are lots of people doing more small parts to creative, content, channel management, and measurement). So it’s a lot harder these days to get stuff done if you’re not working as one big, joined-up team. 

Honestly, it comes down to this question: How do you better communicate and coordinate your content? That’s innovation in modern marketing — an idea and content factory operating in a coordinated, consistent, and collaborative way. 

Let me give you an example. All 25 companies we worked with last year experienced restructuring fatigue. They were not eager creative, operations, analytics, media, and digital tech teams champing at the bit for more new roles, responsibilities, and operational changes. They were still trying to settle into the last restructuring.  

What worked was fine-tuning a mostly centralized model into a fully centralized operational model. It wasn’t a full restructuring, just a nudge to keep going. 

In most of those situations, the Gartner data rang true. Marketing has shifted to get a tighter and closer set of disparate teams working together to collaborate, produce, and measure more efficiently and effectively.  

As Gartner said in true Gartner-speak fashion: “Marginal losses of sole responsibility (in favor of shared and collaborative) were also reported across capabilities essential for digitally oriented growth, including digital media, digital commerce, and CX.” 

Companies gave up the idea of marketing owning one part of the customer experience, content type, or channel. Instead, they moved into more collaborative sharing of the customer experience, content type, or channel.  

Rethinking the marketing reorg 

This evolution can be productive. 

Almost 10 years ago, Carla Johnson and I wrote about this in our book Experiences: The 7th Era of Marketing. We talked about the idea of building to change: 

“Tomorrow’s marketing and communications teams succeed by learning to adapt — and by deploying systems of engagement that facilitate adaptation. By constantly building to change, the marketing department builds to succeed.” 

We surmised the marketing team of the future wouldn’t be asking what it was changing into but why it was changing. Marketing today is at the tipping point of that. 

The fact that half of all marketing teams restructure and change every two years might not be a reaction to shifting markets. It may just be how you should think of marketingas something fluid that you build and change into whatever it needs to be tomorrow, not something you must tear down and restructure every few years.  

The strength in that view comes not in knowing you need to change or what you will change into. The strength comes from the ability and capacity to do whatever marketing should. 

HANDPICKED RELATED CONTENT:  

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute 

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Boost Your Traffic in Google Discover

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Boost Your Traffic in Google Discover

2. Understand topical authority: Keywords vs. entities

Google has been talking about topical authority for a long time, and in Discover, it is completely relevant. Traditional SEO includes the use of keywords to position your web pages for a specific search, but the content strategy in Discover should be based on entities, i.e., concepts, characters, places, topics… everything that a Knowledge Panel can have. It is necessary to know in which topics Google considers we have more authority and relevance in order to talk about them.

3. Avoid clickbait in titles

“Use page titles that capture the essence of the content, but in a non-clickbait fashion.” This is the opening sentence that describes how headlines should be in Google’s documentation. I always say that it is not about using clickbait but a bit of creativity from the journalist. Generating a good H1 is also part of the job of content creation.

Google also adds:

“Avoid tactics to artificially inflate engagement by using misleading or exaggerated details in preview content (title, snippets, or images) to increase appeal, or by withholding crucial information required to understand what the content is about.”

“Avoid tactics that manipulate appeal by catering to morbid curiosity, titillation, or outrage.

Provide content that’s timely for current interests, tells a story well, or provides unique insights.”

Do you think this information fits with what you see every day on Google Discover? I would reckon there were many sites that did not comply with this and received a lot of traffic from Discover.

With the last core updates in 2023, Google was extremely hard on news sites and some niches with content focused on Discover, directly affecting E-E-A-T. The impact was so severe that many publishers shared drastic drops in Search Console with expert Lily Ray, who wrote an article with data from more than 150 publishers.

4. Images are important

They say that a picture is worth a thousand words. If you look at your Discover feed, you’ll see most of the images catch your attention. They are detailed shots of delicious food, close-ups of a person’s face showing emotions, or even images where the character in question does not appear, such as “the new manicure that will be a trend in 2024,” persuading you to click.

Google’s documentation recommends adding “high-quality images in your content, especially large images that are more likely to generate visits from Discover” and notes important technical requirements such as images needing to be “at least 1200 px wide and enabled by the max-image-preview:large setting.” You may also have found that media outlets create their own collages in order to have images that stand out from competitors.

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