In 2025, the rules of search engine optimisation (SEO) for publishers seem to change by the month. A symptom of this change is Google Discover: a personalised, mobile-first content feed that now delivers significant traffic to news publishers and is coming to desktop in the future. Trouble is, Discover operates with opaque logic and sudden shifts, making it hard for newsrooms to adjust.

Lily Ray, VP of SEO strategy and research at........

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