436,053 clicks: publisher SEO on a breaking-news story
The case: we used a news event to build reach. For confidentiality reasons I do not name the specific event.
The result from Google Search Console: over several days the site earned 243,366 clicks in Google Discover and 192,687 clicks in organic Google Search, a total of 436,053 clicks.
The case
Who was the client and how did we prepare?
A solo publisher who runs his website alongside his main job. In his niche he is regarded as a trusted source.
For background and explainer pieces we identified relevant search queries. The tools were Google Trends, Sistrix and LLMs.
Approach
What did we implement?
We updated existing articles with current developments. Refreshes and republishing bring reach back quickly.
In parallel we published new articles for relevant search intents. That way we covered questions that had no answer yet.
Over several days we supported the articles continuously. Live blogs and live support kept Discover and Search in play.
Results
What results did the site achieve?
The effect shows separately in Google Discover and in organic Google Search. Both channels ran over the same period of several days.
Google Discover
- 243,366 clicks
- almost 3 million impressions
- 8 percent CTR
Google Search
- 192,687 clicks
- 2 million impressions
- 9.6 percent CTR
A total of 436,053 clicks across both channels.
Time spent
How much time did it take?
On my side: one project day, spread over several days. I delivered topic suggestions and handled the optimisation; the publisher produced the articles.
Google Search and LLMs
What do Discover and Search deliver during news events?
Google Discover and Google Search deliver enormous traffic during news events. Discover also works for niche publishers.
During news events Google Search remains relevant despite AI search, AI Overviews and Google's AI Mode. Both channels are suited to building brand and reach.
Longer collaboration
How this publisher grew with Google Discover
This case study is part of a longer collaboration.
SEO levers
Which SEO measures work?
- Strategic SEO seminars and workshops
- Google Discover optimisation
- Refreshes and republishing
- Live support during major events
- Topic research with current data and LLMs
- Evergreen content
- Core Web Vitals optimisation
Want to use the potential of news events?
Together we clarify whether data basis, topic area and editorial capacity support a comparable approach.
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