How to Structure Your Stories for Google Discover & Top Stories

Google Discover and Top Stories are prime real estate for content creators, offering incredible visibility and reach. If your articles appear in these coveted spots, you stand to gain a significant influx of new readers, sometimes for weeks on end with Discover, or immediately as the first result for trending topics in Top Stories. Both platforms favor content that's clear, visually appealing, and easy to skim, rewarding well-structured pieces that quickly deliver value to the reader.

The good news is that optimizing for these placements doesn't require a deep dive into complex code or technical jargon. By focusing on fundamental content principles, you can significantly increase your chances of appearing where it matters most. Here's a practical guide to structuring your content effectively:

1. Craft an Irresistible Headline

Your headline is the first impression, and it needs to be impactful enough to make someone pause their scroll.

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• Do: Keep your headlines under 60 characters for optimal display on mobile devices. Focus on promising a clear takeaway or benefit to the reader. For example, "How Pahalgam Attack affects the Kashmir Tourism" immediately tells the reader what the article is about and why it's relevant to them. Mention the "what" and the "why," not just the general topic.
• Don't: Stuff your headline with keywords or resort to click-bait tactics like "You Won't Believe What Happened Next!" These might get initial clicks but often lead to high bounce rates and don't build reader trust. Avoid leaving readers guessing why they should care about your content.

2. Pick a Scroll-Stopping Image

A compelling hero image can make or break whether someone taps on your article.

• Use a horizontal photo (like a TV screen) as this format works best across various devices.
• Ensure the main subject is centered and clearly visible. Small text or logos in the corners are generally acceptable.
• Whenever possible, use your own original photos. Stock images tend to feel generic and often result in fewer taps. Authenticity resonates with readers.
• Keep the file size small to ensure fast loading times. 
• Quick Test: Ask yourself, "Would I pause my own scrolling to look at this picture?" If the answer is no, it's time to swap it out for something more engaging.

3. Hook Readers in the First 100 Words

The opening of your article is crucial for retaining attention. You need to immediately convey why your story matters.

• Lead with the "So what?" Tell readers why this story is important right now and how it impacts them.
• Include one key fact or surprising statistic that grabs attention and builds curiosity.
• Hint at what's inside the article to encourage continued reading. For instance, "Below, we break down safety tips, timelines, and expert advice" sets expectations and outlines the value proposition.

4. Use Friendly Sub-Headings Every Few Paragraphs

Sub-headings are like signposts for your readers, guiding them through the content and allowing them to quickly find the information they need.

• Break up your content with relevant and descriptive sub-headings such as "Storm Timeline," "How to Prepare Your Home," "What Officials Are Saying," or "When Will It End?"
• These mini-headings act like mile markers, helping busy readers jump to the specific sections that are most relevant to their interests. Aim to include a sub-heading roughly every few paragraphs, or whenever you transition to a new idea.

5. Break Up Text with Lists, Quotes & Visuals

Large blocks of text can be daunting. Make your content digestible and visually appealing.

• Use bulleted lists for steps, tips, or presenting quick facts.
• Incorporate pull-quotes for snappy and memorable comments from experts or eyewitnesses. These break up the flow and highlight key insights.
• Integrate simple charts, infographics, or additional photos to illustrate stats, comparisons (like before/after shots), or complex information.
• Rule of Thumb: Strive for no more than four chunky paragraphs without a visual break or a list. This keeps the content scannable and engaging.

6. Keep Updating as the Story Evolves

For breaking or trending topics, especially in Top Stories, freshness is key. Google loves content that is current and accurate.

• When you add new information, drop it near the top of your article with a clear timestamp, such as "Update, 3 PM:" followed by the new details.
• Add a brief note explaining what has changed: "Here's what changed."
• Re-share on social media to alert your followers that the article has been updated with new information.
• You can run a live blog to keep giving latest updates on an event.

7. End with Next Steps & Helpful Links

Don't leave your readers hanging. Provide a clear conclusion and opportunities for further engagement.

• Tell readers what happens next or what they should watch out for related to the topic.
• If you've noticed recurring questions on social media or in comments, add a quick FAQ section to address them.
• Link to related guides or other relevant articles on your site. This keeps new visitors engaged, encourages them to explore more of your content, and signals to Google that your site offers comprehensive resources.

One-Page Cheat Sheet for Your Team

To ensure your content is always Discover and Top Stories ready, here's a quick checklist:

• Headline: Short, clear, and curiosity-driven.
• Hero Image: Wide, sharp, and eye-catching.
• First 100 Words: Immediately conveys "why it matters" plus a key fact.
• Sub-Headings: Used every 150–200 words to break up text.
• Visual Breaks: Frequent use of lists, quotes, or additional images.
• Updates: Time-stamped additions for evolving stories.
• Wrap-Up: Includes next steps, a short FAQ, and internal links.

By following these guidelines, you're not just creating content; you're crafting experiences that are optimized for discovery and engagement, helping your stories reach the widest possible audience.