How has Google’s homepage evolved since 2017?
Google’s original plan to display news, weather, and interest-based content has matured into a full rollout of Google Discover. This feed now appears prominently on Android devices, the Chrome app, and even desktop versions for logged-in users.
Back in 2017, card-based feeds were seen as a novelty. Today, they are a key part of Google’s user retention strategy, keeping users within the ecosystem while reducing reliance on traditional search.
Why does this matter for your SEO strategy?
Google homepage SEO now goes beyond traditional keyword rankings. Visibility in the Discover feed relies on:
- High-quality, relevant content published consistently
- Fast-loading mobile pages (Core Web Vitals compliance)
- Optimised titles and visuals that engage clicks
- Author credibility and E-E-A-T (Experience, Expertise, Authority, Trust)
This means your marketing team must treat visibility like a content pipeline, not just search optimisation.
What role does personalisation play?
Google collects user data across search, apps, YouTube and location history. This data powers content suggestions based on behaviour, habits, and location. As a result, homepage visibility is now personalised per user, with news articles, blog posts, and brand content surfaced only when deemed relevant.
Brands that consistently target the right audience with timely, data-informed content have the advantage.
Is Google trying to become a content platform?
Not exactly, but it behaves like one. The focus is now on predictive results, offered before a search query is made. This brings Google closer to how platforms like TikTok or Instagram serve content based on interest, rather than intent.
For businesses, this means adapting SEO and PR efforts to support ongoing relevance in non-search surfaces like Google Discover and local cards.
How can businesses get featured in Google’s homepage feed?
To increase the chance of appearing in Discover:
- Use structured data and keyword-focused metadata
- Publish fresh content regularly on indexed domains
- Include high-resolution images (minimum 1200px width)
- Build author credibility with bylines and author bios
- Maintain technical SEO compliance (HTTPS, Core Web Vitals)
Remember, traffic from Discover behaves more like social traffic; it spikes and fades fast, so consistency is key.
Is SEO still relevant?
Yes – but it’s changing. Traditional SEO for queries still matters, but now it runs parallel to visibility across personalised content feeds, such as Google Discover. You need content that earns clicks, builds trust, and adapts to user data signals.
High-authority brands will find it easier to appear consistently. Smaller businesses can still compete by using live data, targeting niche topics, and optimising publishing cadence.
Are You Relying Too Much on Google?
The simple answer is: you shouldn’t. While Google remains a dominant player, it’s no longer the only place where people look for answers—especially in sectors like home improvement. Social media now plays a significant role in how consumers research products and services.
The chart below shows the social media habits of people actively searching for “double glazing”. It highlights which platforms they use more than the UK average, and where your brand could gain visibility by showing up in the right place, not just the top of Google.
Social Media Use by Double Glazing Searchers (vs UK Average)
Chart showing how people who search for double glazing use social media platforms, with Reddit and LinkedIn notably above the UK average.
| Platform | Audience Rank | Usage vs UK Average | Insight |
|---|---|---|---|
| YouTube | #1 | <1% |
Despite being the top platform by usage, double glazing searchers don’t over-index here. Use for brand authority and how-to content.
|
| #2 | +3.9% |
A strong performer, these users are 3.9% more likely than average to use Facebook. Good for community engagement and retargeting.
|
|
| #3 | +10.4% |
The biggest spike on Reddit is 10.4% above average. Suggests users are reading reviews, experiences, and recommendations in forums.
|
|
| #4 | <1% |
Minimal difference. Visual content matters, but not the main platform for this audience.
|
|
| #5 | +5.2% |
Higher-than-expected use. Could reflect B2B or trade interest. Consider posting company insights or installation project case studies.
|
|
| Quora | #6 | +5.2% |
A niche platform for FAQs and advice has underrated SEO value.
|
| X (Twitter) | #7 | <1% |
Low engagement here for this sector. Not a priority.
|
What This Means for Your Marketing Strategy
If you’re only focusing on Google rankings, you’re missing key audience touchpoints. Platforms like Reddit and LinkedIn are quietly becoming important research tools for prospective buyers—especially those comparing brands or seeking trustworthy advice.
By spreading your content across the right platforms, you improve visibility, brand trust, and lead generation without solely depending on search traffic.
How can Purplex help?
If you’re struggling to increase visibility in modern search experiences, Purplex can help you adapt and compete. We offer:
- SEO strategy and implementation for organic visibility
- Digital PR to secure media coverage that fuels feed-based visibility
- Content marketing aligned with user behaviour and AI-driven feeds
- Web design that supports speed, UX, and mobile-first performance
Get help with Google homepage SEO today
Want to future-proof your digital marketing? Speak to a digital specialist or explore our SEO services to stay visible in the age of AI and Google Discover. Call us on 01934 808132 or email hello@purplexmarketing.com.
