How to optimize a casino site for Google Discover

Introduction: What is Discover and why it matters to iGaming

Google Discover is a personalized feed in mobile Google and Chrome, where the user is shown relevant and fresh materials without search. Potential - bursts of traffic × 10- × 100 to the basic organics, if the content "falls" into the interests of the audience (games, sports, payments, bonuses, local market news). For casino niches, it is critical to comply with compliance, avoid clickbait and put the quality/experience of the author above the frequency of publications.

1) Content that iGaming'loves' Discover

Trend and explanatory formats

News and clarifications: licensing changes, GEO limits/taxes, Responsible Gaming updates, ban cases.

Guides "What has changed and what to do": new payment rules (Interac/PIX/Papara), KYC updates, withdrawal limits.

Data-storytelling: "Which slots broke into the top of the month," "The fastest withdrawal methods are our metering."

Big events: Championships/derbies/tournaments and impact on bets/bonuses (with careful, neutral serve).

Evergreens with updates: "RTP and volatility: in simple words," "How to read the terms of bonuses" - with the date of the update.

What to avoid

Aggressive promo/win promises, "scandalous" headlines, gray topics (bypassing locks, "no verification," etc.) - Discover "cuts off" such materials, and the risk of moderation is high.

2) Visual: 1200 + px and "max-image-preview: large"

The main image is ≥1200 px wide (preferably 1600-2000), the ratio is 16: 9 or 4:3, without small text and "clickbait stickers."

Meta tag or HTTP header 'max-image-preview: large' - allows large previews in the feed.

Unique illustrations: infographics (vager, contribution of games), payment cards by country, timelines of regulators.

Avoid watermarked drains/" screaming "covers - impair CTR and trust.

Mini Image Checklist

1200+ px
No text "ads" or promises
Does not duplicate hundreds of other materials (native graphics preferred)

3) Headlines and snippets: informative, no clickbait

Write as a journalist, not as an advertising banner: "Canada has updated the e-Transfer rules: what changes for players" instead of "Super news! Lightning conclusions for everyone! ».

Do not "rewrite" the date or disguise old material as new - Discover appreciates honest freshness and updates.

The subtitle/lead reveals what exactly the reader will receive: numbers, deadlines, steps.

4) E-E-A-T and transparency

Author and editor with relevant expertise: author card, experience, focus area (payments, compliance, analytics).

Methodology where ratings/comparisons are available (evaluation criteria, data sources, measurement date).

Responsible/Legal in footer and in YMYL materials: help contacts, age restrictions, risk disclaimer.

About page, contacts, update policy, date of the last update on the materials.

5) Technical signals and marking

Core Web Vitals (mobile): LCP ≤ 2. 5 c, CLS ≤ 0. 1, INP in the "green zone."

Strucured data: `Article/NewsArticle`, `Breadcrumb`, `FAQPage` (по факту), `Organization`.

AMP is optional, but a fast mobile version is mandatory (CDN, critical CSS, lazy-load).

Open Graph/Twitter Cards for neat previews.

Clean advertising: no overlapping content, no pop-up "sandwiches" and autoplay videos with sound.

6) Thematic Authority

Discover "pulls up" sites that systematically lead topics, and do not publish one-time notes.

Collect content clusters and give them a rhythm:

GEO payments: Interac/PIX/Papara/Mefete/UPI → guides, comparisons, condition updates, FAQ.
Responsible play: limit tools, self-exclusion, local help contacts.
Licensing/entitlement: what is allowed/prohibited in {GEO}, regulatory changes, how to verify the license.
Slots/providers: trends of the month, new releases, mechanics (Megaways, Hold & Win, Cluster), analytics of search interest.
Bonus policy: "how to read a vager," "honest/dishonest conditions," updates on shares (without imposition).

7) Editorial rhythm and updatability

Calendar: 2-3 trend publications per week + 1 large evergreen update.

Reasons: provider releases, tournaments, local payment/bank news, regulatory statements, major sporting events.

Updates: double-check the numbers/screenshots, add "What has changed" at the beginning of the material.

Segmentation by GEO: One big news + regional "builds" (example: "How new e-Transfer limits will impact Ontario players").

8) Internal logic and relink for Discover

From Discover materials, lead to deep clusters, and not immediately to offers:

"New to KYC → full verification guide → support page/Responsible."
"Slot trend → provider → game catalog → educational guides."
Give TOC (table of contents) and "Similar materials" - increase retention and secondary views.

9) Compliance and Editorial Security

No promises of winnings, "rounds" and hints of minors.

Neutral vocabulary: "bonus conditions," "theoretical RTP," "results depend on RNG."

Clear disclaimers about risks and age restrictions.

Verification of trademarks (casino brands/payments), accurate citation of sources.

10) Metrics of success in Discover

At material level

Impressions in Discover, CTR tape, hold (avg. engaged time), viewing depth, return rate.

The proportion of traffic from Discover that went into clusters (clicks on internal links).

At the domain level

Number of topics/clusters that stably "enter."

Proportion of materials with large 1200 + images and valid markup.

Evergreen update percentage/month.

11) Implementation Plan (30/60/90)

0-30 days

Enable 'max-image-preview: large', bring covers to 1600 × 900.

Добавить `Article/NewsArticle`, `Organization`, `Breadcrumb`.

Arrange pages of authors/editors + Responsible/Legal.

Make a Discover grid for 4 weeks: 8 trend + 4 evergreen updates.

31-60 days

Build 2-3 clusters (e.g. Payments, Licensing, Slot Mechanics) and publish by rhythm.

A/B title test (informative vs "strong fact"), lead refinement.

Establish an illustration studio: infographic templates for 1200 +.

61-90 days

Expand GEO localization of materials.

Enter the heading "What has changed in a week" (digest).

Audit Core Web Vitals (mobile) and advertising.

12) Checklist to editor before publication

Subject has "user value," not advertising pitch
Facts, figures, update date and sources/methodology (if comparisons)
Cover 1200 + px, no "screams," metatag 'max-image-preview: large' active
Structured data are valid (Article/NewsArticle, Breadcrumb)
There is Responsible/Legal block, neutral wording
Internal links lead to the corresponding clusters, not to the "offer"
Header informative, no clickbait
LCP/CLS/INP

Examples of safe formulations

"We checked the timing of the conclusion on Interac: what was shown by the measurement of the edition (ranges and factors)"

"New KYC Requirements: Document List and How to Speed Up Review"

"What does high RTP mean in slots and why it does not guarantee the result"

"Low Vager Bonuses: How to Read Terms and Make No Mistake"

To get into Google Discover, a casino site needs an editorial product, not just a SEO feed: strong authors, transparent methodology, unique 1200 + visuals, green Web Vitals, neutral feed and stable cluster themes. Then Discover will become a stable source of coverage and will bring a high-quality audience that gets to know the project more deeply and naturally goes into conversion sections - without violations and clickbait.