What Are the Different Types of Blocks in a Google Discover Feed?

At first glance, Google Discover might look like a simple list of content with varying image sizes. However, much like Google SERPs, the Discover feed is composed of various types of blocks, each governed by its own rules. Some blocks are universally available across all countries, while others are limited to specific regions. With DiscoverSnoop, you can analyze the Discover feed in 40 countries and gain deeper insights into what drives audience engagement.

1. Classic Article Block

• Available in: All countries
• Personalized: Yes
• Duration: Long (>2 days)
• Audience Potential: High

This is the most common block in Google Discover. It features a single article with a title, an image, and the publisher’s name and logo. These blocks are personalized, but the best-performing content (as DiscoverSnoop explains) can reach up to 80% of Discover users. Articles featured here tend to be long-lived, staying visible for an average of 2 days, and sometimes up to 15 days. Due to their wide distribution and longevity, these blocks can generate significant audience traffic. Top publishers often see hits in this block accounting for as much as 10% of their country’s population.

2. Headline Article Block

• Available in: Argentina, Austria, Australia, Belgium, Brazil, Bulgaria, Canada, Chile, Colombia, Finland, France, Germany, Greece, Ireland, Italy, Luxembourg, Mexico, Netherlands, New Zealand, Peru, Poland, Portugal, Romania, Spain, Switzerland, United Kingdom, United States
• Personalized: No
• Duration: Very short (30 minutes to 1 hour)
• Audience Potential: Medium to Low

This block is part of a special “Headline” section in Google Discover, displaying three articles. The first article has a large image, while the other two may have smaller or no images. This block is non-personalized and mirrors the logic of Google News. Articles featured here are the same as those on the Google News homepage or shown in Google SERPs when searching “News.”

Since this section is non-personalized, it reaches a large audience in a short time, generating a significant traffic spike. However, the visibility is fleeting, as articles are replaced every 30 minutes to 1 hour. Note: If your article appears in this section, it is less likely to appear in the Classic Article Block, so avoid writing exclusively for Google News if you aim for long-term visibility in Discover.

3. Video Block

• Available in: All countries
• Personalized: Yes
• Duration: Long (>2 days)
• Audience Potential: High to Medium

This block showcases a single video, often (but not always) from YouTube. DiscoverSnoop analysis shows that in about 8% of cases, the video originates from a publisher’s own video section. These blocks are personalized and have a decent lifespan, making them a valuable opportunity for publishers to promote their own video content. The same strategies used for Classic Article Blocks can be applied to these.

4. Short Video Block

• Available in: US only
• Personalized: Yes
• Duration: Medium (~1 day)
• Audience Potential: Low

Exclusive to the US, this block features a carousel of short videos, usually YouTube Shorts. Only one video is fully visible without scrolling, while the second is partially shown. As of now, publishers’ own short videos do not appear here, making the audience potential for non-YouTube properties very limited. Shorts in this block are updated daily, and with YouTube heavily investing in Shorts, this block’s prominence may evolve.

5. Web Story Block

• Available in: Australia, Belgium, Brazil, Canada, France, Ireland, Italy, Luxembourg, Netherlands, New Zealand, Portugal, United Kingdom, United States
• Personalized: Yes
• Duration: Very long (>3 days)
• Audience Potential: High

Web Stories are a special AMP format that mimics Instagram Stories on the web. While not featured in all countries, they are highly prominent in regions like Brazil, where 1 in 5 Discover contents are Web Stories. These blocks are personalized and feature a distinctive Web Story icon in the bottom left corner of the image. The same promotional strategies used for Classic Article Blocks can also drive success here.

6. Showcase Block

• Available in: Argentina, Austria, Australia, Belgium, Brazil, Bulgaria, Canada, Chile, Colombia, Finland, France, Germany, Greece, Ireland, Italy, Luxembourg, Mexico, Netherlands, New Zealand, Peru, Poland, Portugal, Romania, Spain, Switzerland, United Kingdom, United States
• Personalized: Yes
• Duration: Medium (~1 day)
• Audience Potential: Medium to Low

This block is reserved for publishers participating in Google News Showcase, available only in countries where the program is active. Showcase Blocks are managed via the Google Publisher Console and prominently display the publisher’s logo along with customizable templates.

Pro Tip: Simply creating a Showcase Block won’t guarantee its appearance in Discover. DiscoverSnoop subscribers know the secret recipe for success here. However, since only one Showcase Block typically appears in the feed at a time, its audience potential is limited.

With these insights, you can better understand how to leverage the Discover feed for maximum visibility and audience engagement.