Case study: the Google Discover comeback
The case: my client earned several million impressions and hundreds of thousands of clicks a day in Google Discover.
But in mid-July 2025 the numbers suddenly fell sharply, to just 9,000 clicks a day by autumn.
Diagnosis
What caused the Discover drop?
In the analysis we found three main causes that (most likely) triggered the crash:
- Poor Core Web Vitals: INP and CLS were deep in the red, and LCP caused problems too. This performance drop happened almost at the same time as the loss of reach.
- Loss of topical authority: inconsistent coverage of the top entities.
- Mass republishing: new URLs without content updates.
Algorithmic background
Why did Google crack down?
The Google core updates and stricter quality filters following spam updates pushed Google Discover's algorithmic assessments into overdrive.
In addition, because the content strategy had lost its focus, Google no longer rated the site as relevant enough for its top entities.
Approach
How did we solve the problems?
A combination of technical optimisation and a new content strategy brought the site back into Google Discover.
Specifically, we implemented the following measures:
- A measured refreshing and republishing strategy
- A comprehensive authority and entity analysis
- Recommendations for entities that are now covered regularly
Status quo
Where is the client now?
Since shortly before Christmas 2025 the client is fully back in Discover, even if the usual Discover fluctuations remain. Impressions in the millions and several hundred thousand clicks a day are standard again.
At year end the client reached almost 800,000 visits.
Learnings
What can we take from this for our Discover strategy?
Mass refreshing and republishing without content updates can be extremely dangerous. Publishers also have to make sure they create enough unique, journalistic content.
As an expert for Google Discover rescues after drops I often see similar problems in my consulting work, as well as the phenomenon that over time a newsroom forgets which topics are its real traffic drivers.
My guide shows step by step how publishers proceed after a Google Discover drop.
Diversification
How can a publisher reduce its dependence on Google Discover?
The top goal must be to become the brand in your own niche so that users open the site directly. That is why it pays to build further referrer channels alongside Google Discover:
- Newsletter: the hard currency
- WhatsApp and Telegram groups: the boomerang
- TikTok: for younger audiences
More cases
How this publisher grew with Google Discover
More Discover and Search cases from ongoing engagements:
SEO levers
Which SEO measures work?
In publisher SEO the following levers come into play:
- Strategic SEO seminars and workshops
- Refreshes and republishing
- Live support during major events
- Topic research with current data and LLMs
- Evergreen content
- Core Web Vitals optimisation
Having problems with Google Discover?
In the initial call we clarify whether data basis, topic area and editorial capacity support a comparable recovery or growth path.
Book an initial call