1:11 pm - March 5, 2026
With 44% of Reach’s articles surfacing on the platform, the publisher is adapting its content strategy to engage a more casual audience while diversifying its traffic sources.
Google Discover is now the biggest single source of traffic for Reach, the UK’s largest publisher.
Discover, which appears on the Google app and mobile homepage, now surpasses even traditional Google Search as their top referrer, said Martin Little, Reach’s audience transformation director, in an interview with Press Gazette.
“Discover is now our biggest source of traffic from Google,” Little said, adding that an impressive 44% of Reach’s articles are now surfacing on the platform, demonstrating its reach and influence.
This reliance on Discover, while beneficial in terms of sheer audience numbers, presents a unique set of challenges. Unlike users who actively search for specific information, Discover users are presented with content tailored to their interests, often leading to more casual, less engaged readership.
Little outlined a multi-faceted strategy to not only capitalise on Discover’s potential but also to cultivate a loyal audience from those arriving via personalised recommendations:
These include:
Content Optimization: Recognising that Discover users often gravitate towards softer news, human-interest stories,and niche topics, Reach is actively adjusting its content strategy. This includes creating content specifically designed to resonate with Discover’s audience while maintaining journalistic quality.
Community Building: To foster deeper engagement and loyalty, Reach is leveraging tools like newsletters and WhatsApp groups to create communities around specific interests. This allows them to connect with readers on a more personal level and provide ongoing value beyond the initial article.
Diversification: While acknowledging Discover’s importance, Reach remains committed to diversifying its traffic sources. This approach safeguards against over-reliance on any single platform and ensures long-term sustainability.
Little also touched upon the broader implications of Discover’s rise, suggesting it may be Google’s response to the growing trend of news avoidance. By providing users with content aligned with their interests, Discover aims to combat the filter bubble effect and expose people to a wider range of news and information.
- https://digiday.com/media/for-reach-plc-google-discover-has-offset-search-driven-traffic-declines/ – Corroborates that Google Discover has become the biggest single source of traffic for Reach, surpassing traditional Google Search, and highlights the strategies Reach is using to capitalize on Discover traffic.
- https://digiday.com/media/for-reach-plc-google-discover-has-offset-search-driven-traffic-declines/ – Supports the statement that Discover traffic now accounts for a significant portion of Reach’s Google-driven traffic, offsetting the decline in search traffic.
- https://seocompany.uk/blog/study-finds-increase-in-google-discover-traffic-decline-in-search-traffic-to-publishers/ – Provides data showing the increase in Google Discover traffic and the decline in Google Search traffic for publishers, aligning with Reach’s experience.
- https://www.seroundtable.com/google-traffic-discover-search-newzdash-37879.html – Corroborates the overall trend of increasing Discover traffic and decreasing Search traffic for publishers, as reported by Newzdash.
- https://userp.io/news/report-shows-google-sends-less-search-traffic-but-more-discover-traffic-to-publishers/ – Supports the findings that Google Discover traffic is increasing while Google Search traffic is decreasing for publishers, and discusses the implications of this shift.
- https://pressgazette.co.uk/publishers/digital-journalism/google-discover-publishers/ – Explains the challenges and strategies related to relying on Google Discover traffic, including content optimization and the need for diversification.
- https://digiday.com/media/for-reach-plc-google-discover-has-offset-search-driven-traffic-declines/ – Details Reach’s content optimization strategy for Discover, focusing on softer news and human-interest stories.
- https://digiday.com/media/for-reach-plc-google-discover-has-offset-search-driven-traffic-declines/ – Describes Reach’s approach to community building through tools like newsletters and WhatsApp groups to foster deeper engagement with Discover users.
- https://pressgazette.co.uk/publishers/digital-journalism/google-discover-publishers/ – Highlights the importance of diversifying traffic sources to avoid over-reliance on any single platform, such as Google Discover.
Register for Editor’s picks
Stay ahead of the curve with our Editor's picks newsletter – your weekly insight into the trends, challenges, and innovations driving the future of digital media.
