How to Use Hubspot-Style Tactics for Google Discover

Learning how platforms like Google Discover work can feel complex, but by analyzing what Hubspot and similar publishers do well, you can build a reliable framework for sustainable organic growth.

This guide reverse-engineers the core lessons from the original Google Discover article and turns them into a clear, step-by-step process you can apply to your own site.

What Is Google Discover and Why It Matters

Google Discover is a personalized content feed in the Google app and on some mobile homepages. Instead of showing results for a query, it surfaces articles, videos, and other content based on a user’s interests and behavior.

Unlike traditional search, users don’t have to type anything. Discover proactively recommends content, which means:

• Traffic can spike quickly when content resonates.
• Fresh, engaging pieces often perform better.
• User behavior signals are critical for visibility.

The strategies that work best for Discover are similar to approaches used by top-performing marketing blogs, including concise formatting, strong visuals, and clear topical focus.

Key Lessons from the Hubspot Approach to Discover

While every brand is different, the Hubspot methodology emphasizes building high-quality, people-first content. That lens applies perfectly to Discover optimization.

Three big ideas stand out:

1. Write for humans first, algorithms second.
2. Organize content into clear topical clusters.
3. Focus on long-term value, not quick hacks.

These principles align with Google’s own recommendations and help you stay resilient as algorithms evolve.

Hubspot-Inspired Framework for Google Discover Optimization

Below is a practical framework, modeled on strategies used by leading inbound marketing teams, that you can apply to your content planning and production.

1. Align Topics with User Interests

Google Discover surfaces content it predicts users will enjoy based on their activity. To align with that behavior, your editorial planning should focus on real user interests, not only isolated keywords.

Practical steps:

• Audit your best-performing articles in analytics tools.
• Group them into 5–10 primary themes.
• Identify fresh angles within those themes for new content.

Think in terms of topics and questions, not just exact-match phrases.

2. Use Clear, Benefit-Driven Headlines

Discover relies heavily on headlines and images to attract clicks. A style similar to the headline structure seen on major marketing blogs can work well: specific, concise, and benefit-focused.

To optimize headlines:

• Highlight the concrete outcome or benefit.
• Avoid clickbait; match the promise to the content.
• Keep them readable on mobile (around 50–65 characters is a good target).

Test variations over time by updating older pieces and watching performance shifts.

3. Craft Engaging, Scannable Content

Strong formats used by high-performing sites can help you match user expectations inside Discover.

Structure each article to be easy to skim:

• Short paragraphs of 1–3 sentences.
• Descriptive subheadings every few paragraphs.
• Bullet lists for key ideas, steps, or tips.

This structure improves user signals such as time on page and scroll depth, both of which can support Discover visibility.

4. Prioritize High-Quality Visuals

Images are critical in Discover. The card-style layout emphasizes visuals, so your feature image must be compelling and relevant.

Apply these guidelines:

• Use large, high-resolution images (at least 1200 px wide where possible).
• Avoid generic or overly stock-looking visuals.
• Ensure images clearly relate to the topic and headline.

Implement proper image SEO: descriptive file names, alt text, and logical placement near related copy.

5. Maintain Strong Technical Foundations

Technical quality is non-negotiable. The same type of standards that a mature marketing stack would enforce should guide your implementation.

Key technical elements:

• Fast mobile performance and responsive design.
• HTTPS across your entire site.
• Clean, crawlable URL structures.
• Accurate structured data where appropriate.

Addressing these areas supports overall search health, which in turn can influence Discover inclusion.

Hubspot-Style Content Planning for Discover

A consistent planning process helps you build a Discover-ready library rather than chasing one-off wins.

Step 1: Audit Existing Content

Start with what you already have. Identify pieces that resemble the high-quality, educational style associated with leading inbound marketing brands.

During the audit, note:

• Top-performing topics in organic search.
• Articles with strong engagement metrics.
• Evergreen guides that remain useful over time.

These are prime candidates for Discover optimization through updated visuals, improved headlines, and refreshed examples.

Step 2: Build Topic Clusters

Group content into clusters around core themes. This mirrors how robust content programs, such as those popularized by Hubspot, organize material for both users and search engines.

Each cluster should include:

• A comprehensive pillar page covering the main topic.
• Multiple supporting articles exploring subtopics in depth.
• Internal links connecting all related pieces.

This approach improves topical authority, which can influence both search rankings and Discover selection.

Step 3: Refresh and Republish Strategic Articles

Lift older, high-potential content to modern standards. Focus on:

• Updating data, screenshots, and references.
• Improving headlines and introductions.
• Adding new sections that address emerging questions.

Mark substantial changes with a new publication date when appropriate, following your editorial policies.

Step 4: Monitor Performance and Iterate

Use analytics to watch for patterns, not just spikes. Pay attention to:

• Traffic volume from Discover and mobile sources.
• Click-through rate on key articles.
• Engagement metrics such as time on page and bounce rate.

Regularly refine your headlines, imagery, and topical focus based on what resonates most.

Additional Resources for a Discover-Ready Strategy

You can complement these tactics with specialized SEO support and tooling. For example, Consultevo offers consulting services focused on organic growth, technical SEO, and content strategy that align well with Discover-focused initiatives.

Also, review the insights from the original Google Discover article on HubSpot’s blog to see a real-world example of how a mature content program approaches this topic.

Putting a Hubspot-Inspired Discover Strategy into Action

To recap, an effective Google Discover plan grounded in the type of practices used by Hubspot and other advanced marketing teams should include:

• A clear focus on user interests and pain points.
• Benefit-driven headlines and strong visuals.
• Scannable, educational content formats.
• Solid technical foundations and performance.
• Topic clusters that build long-term authority.

Apply this framework consistently over time and treat Discover as an extension of a well-structured content strategy, not a standalone channel. By doing so, you position your site to capture recurring visibility whenever your content aligns closely with what users care about most.